WCS Search Overview

© Copyright IBM Corporation 2011

Search Solution Overview

WebSphere Commerce

Delivering Smarter Commerce

© 2011 IBM Corporation

Agenda• Search Solution Overview

– Cross channel search for desktop and mobile– Search architecture and roadmap

• Search features Overview

• Search Management Overview– Search driven merchandizing– Search Engine Optimization

• Search Deployment Overview



WebSphere Commerce

Search= Apache

Solr+

Search-driven merchandising

Precision Marketing integration

Store model integration

Management Center tools

Tight integration with WC catalog, contracts, and promotions

WAS for clustering and scalability

IBM Support!!

• Built on the top of open architecture • Rich set of search functionality for shoppers• Integrated search management tool for business users• Lower the total cost of deployment and ownership

Key value propositions


© 2011 IBM Corporation4

WC Search Solution Value Proposition1. Built on the top of open architecture

• Proven, extensible and scalable search engine• Federated search with large product catalog and other rich content

Results: Leverage the power of the search engine to grow your business

2. Rich set of search functionality for shoppers• Spell correction, auto-suggestion, wildcard and keyword search, stemming• Faceted navigation, Breadcrumb trail, multiple sorting options

Results: Provide better customer search experience

3. Integrated search management tool for business users• Search driven merchandising and marketing with dynamic business rules• Synonym, Landing pages, Search results ranking and sorting

Results: Improve conversion rates and profit margins

4. Lower the total cost of deployment and ownership• Part of WebSphere Commerce platform (No 3rd party Search integration cost)• No additional license cost (PVU for search Servers <= PVU for WC Servers) Results: Reduce integration and maintenance cost



Search Features (FEP2) Search end user interface - type-ahead, facet navigation - Products and document content Search Management Tools - Synonyms, Replacement terms, Landing pages Search rules - result ranking, cross-sell/up Sell Stack – Solr 1.4 and Tika

WC v7 FEP2 4Q2010

WC v7 FEP3 2Q2011

WC v7 FEP4 4Q2011

WC v7 FEPx

Search Features (FEP3) Search end user interface - Category information - Web content Search Management Tools - Search reports (top hits and misses) - Search Engine Optimization Search rules - A/B testing Stack – Droid web crawler

Search Features (FEP4) Mobile Search - Voice search, 2D barcode - Tablets & mobile phones

WC Search Solution Roadmap



IBM WebSphere Commerce Cross-Channel Solution Buy, Fulfill, Service from Anywhere…including Mobile Devices

Enriched shopping experience – Product and pricing information

– Inventory visibility across channels

– Consistent user and order information

– Intuitive search interface

Common Management tool– Master Catalog and Sales Catalogs

– Cross channel marketing engine

– Online and Store management

– Search business rules

Cross channel integration platform– Distributed Order Management

– 3rd party integration web services

POSKioskWeb MobileContact Center

Customer Touch Points

CustomerProfile

Marketing Promotions

Stores

MasterCatalog

Order

WebSphere Commerce

Prices Search

SalesCatalogs

Channel Specific Content and Business Rules

PromotionRules

MarketingeSpots

Store & WebPricing

Store & onlineInventory

Common Components



Cross-Channel Search Solution

Management Center for Search– Search Term Association Tool

– Search driven merchandizing rules

– Search Engine Optimization

Mobile phones

ProductCatalog

Digital assets(eg. Videos)

Inventory

Stores

Documents(PDF, WORD, ...)

User GeneratedContent

WebSphere Commerce Search

Prices Web Content

TabletsPCs

External Search Engines

Business

Users

Magazines Ads

Stores



Search Optimization Framework (SOF)

Optimizing the search experience with search-based triggers

WC Cross channel Precision Marketing Engine

WC Triggers

Result RankingLanding page

Faceted NavigationProduct

Recommend

Business rules drive Search

results

2

Storefront 1 Search Query

Auto-Suggest

Phrase Wildcard

Spell Correction

WC Search Optimization Framework

SearchWeb

Crawler

SearchAdapters

8



WCSearch Engine

WCSearch Engine

Search Index

Product Catalog

WC Search Index Schema

Searchable data extraction & import tool

Madisons (B2C) Store Management Center Elite (B2B) Store

Search UI

• URI (REST) • WebServices (XPath & OAGis) • CommandSearch API

• Keyword• Wildcard

• Synonyms• Spell Correction

• Auto-suggest• Fuzzy

• Faceted• Sorting

• Entitlement• Rule basedSearch Functions

Documents, ratings & reviews Web Content, and other digital content

Search analytics information

• Product Catalog • Rich ContentSearch Data

WC Search Component Overview

Management Center- Search Term Association- Marketing Management

Business Rules - Recommendations - Results ranking

Search Term Assoc. - Synonym - Landing pages

Mobile Devices










Search and Navigation – Key Features

Multiple catalogsMulti-SKU productsMultiple lang. & currenciesCategory based navigationDynamic facet-based nav.Dynamic bread crumb trailExtended Sites supportProduct ConfiguratorLifecycle managementWeb admin interface

Parametric searchWild card, fuzzy searchStemming, tokenizationSpell correctionSorting by fieldCustomizable rankingResult highlightingCategorized auto sugg.SEO supportSingle search result

Synonyms, replacement Landing pageStatic/Dynamic rulesSearch statisticsStorefront previewWorkspace supportStaging supportSite content crawlerUnstructured content Scalability & Failover

Product Navigation Product Search Tools and Foundation



Search result ranking and merchandizing

SearchResultsRanked by BusinessRules

ProductRecommendationsbased on business rules and userprofiles

ProductRatings to help shoppers refine production selection

6

6

ProductRelatedContent



Product Browsing and Navigation



Spell Correction



Result highlighting, categorized auto suggestion



Search Results with Unstructured Content



Search-driven Landing Page

Video to learnmore aboutproduct

Shop byBrands

Shop byproduct features and assortment

RelatedInformation

PromotionalSales

Best Sellers

ProductionRecommendation



Search with mobile devices



WC Mobile Reference Applications

Mobile phones

- iPhone, Android, Blackberry and others

Tablet devices

- iPad, Android, Playbook and others

JSP, HTML5 and CSS3 Dojo Widgets for rich user experience

Mobile Web Mobile Applications

Hybrid Applications (Android, iOS, …)

- Common Web templates for server content

- Device features via JavaScript API mapping

Native Applications (Android, …)

- WC REST interface for server content

- Device features via direct native API calls



Mobile Support in FEP4• WC-specific reference applications for iPhone,

iPad, Android, leveraging REST services – extends from existing WC mobile browser solution

• Key Features:– User registration, Login, My Account – WC Solr Search based navigation & keywords search– Cross channel inventory and pricing– Location based marketing and promotion– Buy-Online, Pickup-In-Store, Ship-To Address– Quick checkout profile– Responsive Layout adjusts number of products based on

available resolution and orientation (Portrait vs Landscape)

Device Integration Features:– Barcode scan for product or marketing landing page– Voice search for product information– Address book integration with Billing & Shipping– Store locator with local maps



Hybrid/Native Applications - Search via barcode or Voice

2D (QR code) barcode scan

− Printed Catalog, Newspaper, or Magazine Ads

− Landing page on WC site for marketing, product info., Add-to-Shopcart

Voice Search

− Tab the speaker icon to search by voice

− Search result page, or

− Product landing page

− Integrate with WC (Solr) search


© 2011 IBM Corporation22 IBM Confidential

Mobile Tablet Search flow

22

Search

Modal search window, optimized for tablet device. Allows user to access search from anywhere within the store and maximize available display space.

“Type Ahead” text entry limits the amount of manual input required from the user.

Categorized search results with different content type & previous word history list

Faceted search results










Search Term Association Tool• Synonym terms• Replacement terms• Landing Pages• Search Reports

Search Marketing Tool• Search driven product recommendations• Search Results Ranking and Sorting • Precision marketing actions based on

customer search patterns

Catalog Manager

MarketingManager

Shoppers

Management Center

Desktop/PC Storefront Mobile phones and tablets



Search-driven Marketing and Merchandising – Key Features

• Web Activity Product Recommendations

• Dialog Activity– Trigger promotion message to shoppers

based on their search behavior (search keywords, frequency, time-frame)

• Search Rules– Change search results ranking and

sorting– Define top search results– Modify search criteria



Search Term Associations



Search Term Statistics – Top Hits



Search Term Statistics – Top Misses



Search Results based on Rules

Trigger Target(s) Branch Action(s)

Targets Browsing pattern, online search behavior Shopping cart, purchase history Customer segment, social participation Date and time, external site referral

Actions Add or remove from customer segment Add or replace search criteria Move to the top Change result sort order Change result rank order



Search-driven Merchandising Promote products by showing at the top Rank search results with business rules Re-order search results Alter shopper’s search criteria



Restrict results to products $800 or less

Order results by ascending price

Bring luxury items to the top of the results

Search rules for different customer

segments

Search-driven Merchandising usingCustomer Segments



Search-driven Web Activity

Current page uses keyword “coffee”

Recommends Espresso Bar



Keywords with synonyms

Frequency and Time frame

CouponSMSEmail

Segment

Search-driven Dialog Activity



Store Preview for Search Rules



Store Preview with Relevancy Scores



Search Engine Marketing – a key success factor for any online business

• SEM (SEO + paid search) drives more than 50% online sales

• Natural search drives 2X traffic compared to paid search

• 85% of businesses increased or maintained SEM budget

Source: Survey – Search marketing by Internet Retailer, July 2011



Top Strategies to Improve Natural SEO

• Use relevant keyword descriptions on the home/catalog pages

• Include keyword terms in landing page URLs

• Use actual phrases used by shoppers

• Leverage header tags in home/catalog pages

• Include common keywords in image file names

Source: Survey – Search marketing by Internet Retailer, July 2011



Search Engine Optimization







• Search Index and Deployment Overview



Index Management Overview

40

WC Search Indexes– Master Catalog– Unstructured Content– Language

Master Catalog index– Meta Data

• Sales Catalog identifier• Extended Sites• Contract entitlement• Catalog Hierarchy

– Searchable Content

Data Import Utility– Pre-processing– Index creation

WC SearchServer

Scalable from thousands to millions of product SKUsand unstructured documents



Tasks – Index propagation

Web Server

Staging Zone Authoring Zone

Index

Base Schema

Repeater

Index

Database

Production Zone

Index

Workspace Schema

Index

Workspace Schema

Commerce Server

1

3

2

StagingProp

(SOLR Replication)IndexProp

Search(slaves)

Index

Index

SOLRReplication

4

FileProp

http://lucene.apache.org/solr/








Search Server Deployment Configurations

1. Embedded mode (Toolkit) - Both WC Server and WC Search running in a JVM

2. Standard configuration (Staging or Production) - WC Server and WC Search running on same machine

(different JVMs) with multiple machines for fail-over and workload balancing

3. Advanced configuration (Production) - WC Server and WC Search running on 2 separate clusters with

multiple nodes for fail-over and workload balancing



Deployment in WAS Clusters• Scalable and flexible configuration

– Multiple WC Server and WC Search nodes– Workload balancing and failover– Master/Slave index and document cache

StagingDatabase

SearchIndex

WC HA Cluster

Scale outvia indexreplication

..

Production Database

WC Server

WC Server

..

WC Server

StagingIndex

WC Staging QA Server

SearchIndex

SearchIndex

SearchIndex



Date post:	28-Apr-2015
Category:	Documents
Upload:	banashri
View:	149 times
Download:	1 times