The Power of Searchandising

By Shawn Francis

May 9, 2024

Today we are going to talk about Searchandising, and how it can affect your online store. You may be thinking great this sounds like another buzzword, and yes it is but it is a true key to your success. 

The name comes from blending key terms from search and merchandising of products, so to keep it simple it is to make sure that your search experience is up to its best potential. 

What is searchandising:  For simplicity, this process involves the utilization of two key components, customizing and organizing the search results to meet specific criteria set out by the store owner to provide a better search experience for the users. The main goal is to amplify the customer's experience by providing a curated list of products they are looking for quickly and efficiently which in turn will boost your conversions and sales. If you want to get better sales and conversions you need to implement this strategy for added personalization on your website. 

The Importance:

We’re in the age of the attention economy, the competition is fierce and the competition is only one click or milliseconds away from taking away someone's attention and potentially your sale. I'm not saying that this is an important feature to have on your website, I'm telling you it is one of the most important things to invest in. Site search is up to all-time highs as people have lost their attention span, if you can't hook them quickly and effectively they will open up Google and look for your competition. Let's be honest, if someone is using the search bar that indicates that they have a high interest in gaining more details about a product and are highly likely to make a purchase. Let's remember that as consumers we expect personalization as second nature, so if someone is searching they expect the best results that resonate with them and their tastes. 

How it works:  Alright, let's break it down! So, picture this: it all kicks off with your business goals and what your customers prefer. As the boss, you get to lay down the groundwork by setting up rules for how your online search works. This is like giving directions to help someone find exactly what they're after on your website.

Now, here comes the cool part: personalization. Understanding the aspects of consumer browsing behaviors, to really zero in on what this specific user does on your site, what they look for, what collections they visit and even purchase history if they have an account with you.  It's like tailoring the experience just for them, so they feel right at home on your site. Cool, right?

Let's talk about the perks:

Revenue Growth: Who doesn't want to see their business booming, right? By setting up custom rules and personalizing the experience, you're basically speeding up your buyers' decision-making process. And hey, in the online selling game, getting folks to check out quickly is key to raking in those sales.

User Experience: If you're not focused on the User Experience your competition is loving you. We’re in the world of user experience and if your experience is sub par your sales are soon to follow. 

Effective Promotions: Picture this: you sprinkle some targeted campaigns right into your users' search results. You know what they like, keep them informed on current promotions, upsell, cross sell, tell them what goes well with what they are looking to purchase. 

Data-Driven Decisions: Understanding the numbers behind your website is like having a superpower. Your search bar? It's a goldmine of insights that you can use to shape your marketing strategies, manage your inventory, and boost your overall site performance. So, dive into those numbers and watch your business soar!

How to implement: 

For this to work you are going to have to spend some time on understanding your true business goals and also once implemented this strategy is not a one-and-done. You start the process by truly defining your business objectives, once you have that complete you will move on to the customization of how your search bar functionality incorporates the rules to provide results. Remember when I said this isn’t a one-and-done, now you move on to the monitoring and A/B testing to continually refine, adjust, and optimize to improve the quality of your results. 

Why Invest:

Why not is the better question, unless you’re happy not optimizing your user experience and having your sales numbers stagnant while being beaten by your competition, this isn’t a question. Online ecommerce is an ever evolving space that will leave you behind in an instant, this isn’t a fad this is a feature that requires adoption to cater to your customers individual needs while simultaneously driving business growth. 

To sum up, searchandising goes beyond being a mere tool; it's a strategic mindset that can revolutionize your eCommerce platform into a vibrant, customer-focused space. Utilizing advanced search tech and data analysis, you can craft a shopping experience that not only meets but surpasses customer desires, giving your brand a competitive edge in the digital market.