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[WEBINAR] How EXPRESS improved Site Search to get customers to the right products, faster than ever
[WEBINAR] How EXPRESS improved Site Search to get customers to the right products, faster than ever
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Monal PatelSVP & CBO, UNBXD
Dylan TelfordSr. Manager, Product Management
EXPRESS.COM
Guest Speaker Presenter
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An omnichannel retail professional with over 11 years of hands-on specialty retail experience in both brick-and-mortar, and digital commerce environments. Currently leading the evolution of the EXPRESS digital customer experience, Dylan specializes in implementing new digital products that blur the line between in-store and online shopping.
MEET TODAY’S SPEAKERS
Dylan Telford - Sr. Manager, Product Management EXPRESS.COM
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MEET TODAY’S SPEAKERS
At Unbxd, Monal helps eCommerce companies solve their product discovery problems and create growth by providing new and improved approaches to decision making. Monal has 15+ years of experience in the software & retail industry and is a seasoned speaker at major eCommerce events like Etail West, MivaCon, Fashion Digital, Etail East, etc. Monal holds a Masters degree in Engineering from University of Southern California.
Monal Patel - SVP & CBO UNBXD Inc.
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ABOUT UNBXD
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▪ Disruptive Technology in Product Discovery
▪ Enterprise Solutions for eCommerce
▪ 400+ eTail customers in US
▪ 1200+ eTail customers in over 40 countries
▪ Serves 1.5 billion interactions per month
CUSTOMERS400+ US Customers1200+ Global Customers
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1. About EXPRESS2. Understanding shopper behavior on EXPRESS.COM3. How site search became an immediate priority for EXPRESS4. How UNBXD fixed site search problems for EXPRESS5. Results: Happy shoppers that convert well
AGENDA
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▪ Founded in 1980: One of the leading fashion retailers in the USA
▪ Over 600 stores across the globe
▪ Launched their online store in 2008
▪ Prides itself on having a lot of long-term loyal customers, online and offline
ABOUT EXPRESS
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Shopping behavior on EXPRESS.COM
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Customer first. Not Device first.
KEEPING SHOPPERS ON THEIR CONVENIENCE JOURNEY
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MEN ARE ON A MISSION
Men: Focused, result-oriented shoppers
How to design experiences for them: Help them get to the relevant products faster and with minimal effort
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- Less price sensitive than women
- Most likely to buy styles they are familiar with
- Personalize their search experience
Women: Discovery-oriented shoppers
How to design experiences for them: Make shopping fun, exciting, and enjoyable for them
WOMEN ARE ON A JOURNEY
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- More price sensitive than men
- Open to suggestions that maybe outside of their initial purpose of visiting
Why solving for search has become so critical?
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Two types of shoppers who use site search:
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ADDRESSING MUST-WIN SHOPPERS
Site search shoppers convert much better than non-searchers
Time on site for search visitors is much higher than non-searchers
- Shoppers with a purpose
- Shoppers who used browse first but din’t find what they are looking for
FIXING SITE SEARCH: AN IMMEDIATE PRIORITY FOR EXPRESS.COM
a. Previous search didn’t meet the convenience expectations of shoppers
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a. Previous search didn’t meet the convenience expectations of shoppers
b. The need for efficient merchandising
FIXING SITE SEARCH: AN IMMEDIATE PRIORITY FOR EXPRESS.COM
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WHY UNBXD?
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THE EVALUATION PROCESS
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- Evaluated based on 200 questions
- 7 vendors shortlisted
- Clear winner on many factors
UNBXD - A CLEAR WINNER
1. Best in technology
2. Great implementation approach
Minimal impact on EXPRESS’ IT resources Optimized solution for every query On-time delivery within 6-8 weeks
3. No obligation 90-day POC
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Empowering EXPRESS.COM with a search that sells
How UNBXD delivered a superior product-findability experience
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Helping shoppers find the right
products faster
a. Understanding shopper intent
Product name
HELPING SHOPPERS FIND THE RIGHT PRODUCTS FASTER
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Product attribute “color”
Product attribute “fabric”
a. Understanding shopper intent
b. Ensuring better product discovery and engagement through diversity algorithm
HELPING SHOPPERS FIND THE RIGHT PRODUCTS FASTER
Printed Shirt
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Casual Shirt
Formal Short Coat Casual Dress
a. Understanding shopper intent
b. Ensuring better product discovery and engagement through diversity algorithm
c. Delivering a more relevant experience with image variance match
HELPING SHOPPERS FIND THE RIGHT PRODUCTS FASTER
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FIXING RELEVANCY IS VERY IMPORTANT BUT NOT SUFFICIENT
Visual autosuggest powered by UNBXD on
EXPRESS.COM25
Helping shoppers make buying decisions quickly
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HELPING SHOPPERS MAKE BUYING DECISIONS QUICKLY
a. Influencing purchase decisions with wisdom of the crowd.
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Displays popular products for each query suggestion on
mouse hover
a. Influencing purchase decisions with wisdom of the crowd
b. Guide them to reach relevant products faster
Guided search to narrowcategories in fewer number of
clicks
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HELPING SHOPPERS MAKE BUYING DECISIONS QUICKLY
Optimizing search for mobile
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ADDRESSING THE UNIQUE LIMITATIONS OF MOBILE SEARCH
- Minimizing the amount of typing
- Optimizing for limited bandwidth
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DIVERSE RESULTS ON MOBILE TO AVOID UNNECESSARY PAGE SCROLLS
Diverse styles displayed for the query
‘’blue tops’’ on EXPRESS’ mobile site
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How improved merchandising made things effective, efficient
and scalable
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PROMOTING STYLES MADE EASIER AT SCALE
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ACCOUNTING FOR MISSPELLINGS AND CUSTOMER TERMINOLOGY
- Shoppers completed their queries successfully regardless of spell errors or the customer terminology used.
- Saved a lot of time by eliminating the need to manually add a customized list of synonyms.
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Before After
TURNING DEAD-ENDS INTO OPPORTUNITIES
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No results were shown for “sweaters on
discount”
HOLIDAY READINESS
- Checked for over 20X traffic
- Automatic scale up and scale out
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STRESS TESTING
EFFECTIVE MERCHANDISING SAVED TREMENDOUS TIME AND EFFORT, WHILE IMPROVING CUSTOMER EXPERIENCE AND SEARCH CONVERSIONS ON THE SITE
RESULTS: HAPPY SHOPPERS WHO CONVERT BETTER
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18% INCREASE IN SEARCH CONVERSIONS
30% INCREASE IN SHOPPERSUSING SITE SEARCH
16% INCREASE IN ORDERSFROM SITE SEARCH
20% INCREASE IN ‘ADD TO CARTS’ FROM SITE SEARCH
QUESTIONS
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