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Igniting success with search

by Uma Rajagopal
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Igniting success with search

By Jonathan Newman, CEO at Motive

In today’s ever-evolving retail landscape, it’s no secret that technology plays a pivotal role in shaping the future of businesses. The impact of technology on the retail industry has been nothing short of revolutionary, transforming the very fabric of businesses within a remarkably short span of time. Whether establishing an online presence or enhancing existing operations, retailers now require a robust tech stack that seamlessly supports diverse elements of their business.

However, SMEs in the industry often find themselves at a disadvantage due to their size and limited access to funding. Consequently, they miss out on crucial insights that could potentially revolutionize the way they interact with customers and conduct business as a whole.

This raises an essential question: What are retailers missing out on by not adopting the technology they should embrace? Moreover, what risks do they face by lacking access to the necessary tech solutions? 

Elevating the customer experience

While the integration of tech with traditional practices has created a whole new experience for customers, there are elements of in-person experiences that could be better replicated online. Take the merging of eCommerce within the retail industry. When shopping in person, you are usually met by a helpful shop assistant, who helps you navigate a well-presented store with well-organized products on display, and clear directions on how to find what you’re looking for. 

However, the online retail experience can sometimes feel like a downgrade, despite it sometimes being the only option available to customers. Customers often click through page after page trying to sift through the vast options available, before giving up feeling overwhelmed and frustrated that they were unable to have a pleasant shopping experience. One solution SMEs often overlook is the power of Search. 69% of shoppers use the search bar while they shop, meaning SMEs can risk missing out on catering to the majority of their customers if they don’t have an enhanced onsite Search experience. 

This is the functionality that allows a customer to use keywords to find products within the eCommerce shop’s product catalog. If you think about well-known brands such as Zara, or a supermarket such as Tesco, what do they all have in common? Impeccable search results. The success that these brands see is no coincidence. A significant majority (68%) of customers would refrain from revisiting a website that offers an unsatisfactory search experience. Onsite search is an extension of in-person browsing and should be a critical priority for SMEs who want to see an improved customer experience. Thanks to filters for price, size, color, and many more categories, customers can see tailored recommendations for products they’re looking for, including products they hadn’t considered previously.   

According to a Forrester report, 43% of customers go directly to the onsite search function upon entering a website. By implementing a specialized eCommerce onsite search engine, you are able to provide customers with relevant search results instantly. This will not only give you a competitive edge but separate your site from those that complicate the shopping process with the hassle of needless trial-and-error. For example, Mundoalfombra, one of Spain’s largest online rug brands, recently increased its mobile search rate by 400% and reduced the shopper bounce rate in its mobile search by 500%.  It did this by acknowledging that many of its customers started their search on mobile and investing in an eCommerce Search platform that was intuitive and mobile-intuitive, meaning customers had a much smoother experience. 

Search and discovery are like trusted companions that uncover hidden treasures and reveal valuable insights. They help businesses understand shopper demand, identify trends, and make informed decisions. They complement each other well, with Search supporting the finding of specific things that the customer knows they are looking for, and the Discovery element using the menu and navigation elements to see what else is available to them. 

Investing in enhancing onsite search can create significant benefits to a company’s bottom line. These tools can help SMEs tailor the shopping experience to customers accordingly, creating an increase in sales and a continued build of customer trust and loyalty. 

Navigating the evolving business landscape

With the digital age came a seismic shift in the way consumers shop and interact with businesses, and the rise of eCommerce, social media, and mobile technology has only amplified this. Unfortunately, many small retailers venturing into the eCommerce space for the first time may lack the resources and expertise to keep up, resulting in missed opportunities and decreased customer engagement. Crucially, the COVID-19 pandemic has created one of the biggest disruptions to the retail industry ever seen, forcing SMEs to pivot their business models and adapt to new ways of operating.

The rise of eCommerce will only continue, and onsite search is a critical tool for businesses seeking to enhance their website’s performance, cultivate tailored user experience, and effectively engage with customers. By harnessing the capabilities of search, retailers can significantly improve the discoverability of their products, align consumer needs and intent with the most suitable offerings, boost conversion rates, drive sales growth, and increase customer satisfaction.

Pathways to sustainable growth and lasting success

Effective use of search and discovery can improve the customer experience and build trust without compromising privacy. According to the Next in Personalization Report by McKinsey, 78% of consumers are more likely to make repeat purchases from companies that can provide personalization. But what is personalization? Increasingly, the consumer expectation is that shopping experiences are personalized based on an understanding of the intent and context of the current shopping session much like they expect in a physical store.

SMEs can also achieve these results by harnessing a hybrid semantic search and keyword search approach. By employing this strategy, businesses can create search results that are finely tuned to adapt and optimize based on the intent expressed by shoppers during their browsing sessions. This approach emphasizes understanding the context and meaning behind search queries, rather than relying on personal data collected from various sources. In doing so, SMEs can deliver tailored and highly relevant results, ensuring a personalized shopping experience without compromising user privacy. Shopping experiences based on this approach allow SMEs to match their expert product knowledge with the real and current intent of the shopper.

Embracing the future

Retailers who grasp the true value of search and wield it with precision have the opportunity to unlock long-term growth and achieve unparalleled success. By harnessing the power of search, SMEs can elevate the user experience, offer exceptional customer support, outshine their competitors, and optimize inventory management.

Search is not just a tool; it is a catalyst for transformation. It enables SMEs to expand their reach, captivate their audience, and fulfill their business objectives. By recognizing the potential that lies within search, retailers can navigate the intricate pathways of the digital realm and emerge victorious.

 

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Uma Rajagopal

Uma Rajagopal has been managing the posting of content for multiple platforms since 2021, including Global Banking & Finance Review, Asset Digest, Biz Dispatch, Blockchain Tribune, Business Express, Brands Journal, Companies Digest, Economy Standard, Entrepreneur Tribune, Finance Digest, Fintech Herald, Global Islamic Finance Magazine, International Releases, Online World News, Luxury Adviser, Palmbay Herald, Startup Observer, Technology Dispatch, Trading Herald, and Wealth Tribune. Her role ensures that content is published accurately and efficiently across these diverse publications.