We’ve all experienced that frustration when you’re shopping online, scrolling endlessly, yet still not finding what you need. And yet, amongst all of those products, there are always some that end up overlooked and buried beneath the massive selection.
But what if there was a method to strategically showcase specific products in your online store? Enter searchandising, a concept that blends merchandising techniques with the precision of search algorithms.
In this article, we’ll break down the concept of searchandising, explore its techniques in detail, highlight its significance, and provide practical strategies for achieving success in your eCommerce store.
Let’s dive in and uncover the secrets to making your products stand out in your online store.
Table of Contents
What is Searchandising?
Searchandising, also referred to as search merchandising or searchandizing, is a strategic way of organizing search results and promoting specific products to align with your business goals.
Just as physical retail stores employ merchandising strategies to optimize their store layouts highlight sales promotions, eCommerce businesses utilize searchandising to increase conversions and drive sales in their online shopping platforms.
Online platforms rely on searchandising to ensure that customers see products they want and engage with items that resonate with their needs and preferences.
How does Searchandising work?
Now that we have a clear searchandising definition, let’s dive into the inner-workings of this search technique.
Searchandising works by blending an eCommerce search engine’s regular search relevance rules with business-specific rules. This combination allows the search results to be customized for a specific search term based on what the business wants and what the user is searching for.
This means that products can be shown or hidden depending on what users are looking for and what the business aims to achieve.
Advanced searchandising goes a step further by using data from user searches to understand trends and user intent to help tailor search queries and optimize keywords. Advanced methods might also use smart technology like Artificial Intelligence and Natural Language Search.
These technologies help make product information better, and when combined with a good search engine, they make it easier for people to find and buy products on the website.
Why is Searchandising Important for eCommerce Stores?
When your customers shop online, they often use the search bar to find what they want. In fact, —about 30% of online shoppers use the search bar before they buy something, and more than half of online sales come from people using the search bar.
Nowadays, customers expect stores to understand their preferences and show them products they might be interested in. But, if a store can’t control what shows up in the search results, how can it make sure that it’s showing products that match what customers like?
This is where “searchandising” comes into play.
Searchandising gives online stores the ability to control what their customers see when they use the eCommerce search bar. It allows them to change the rules to fit their goals and try out different approaches to see what works best. Stores can searchandise by displaying products that align with their customers’ preferences while also helping the store achieve its business goals.
6 Searchandising Strategies with Examples
Search Personalization
Deliver contextually relevant content personalized to each user’s search history, behaviors, and preferences.
For example, if someone often buys products for boxing, an online store can show them boxing gloves instead of winter gloves when searching for “gloves”. This makes the person more likely to buy since they’re receiving the most relevant results for their personal preferences.
Search Rules
Searchandise by manually boosting or burying search results based on seasonal trends, business goals, and other objectives.
For example, during the holiday season, eCommerce businesses can apply search rules to prioritize products that are relevant to the festive period. For example, a clothing retailer might boost winter coats in search results and bury swimsuits to align with seasonal trends.
Personalized Recommendations
Implement related product suggestions directly within the search results to facilitate cross-selling and upselling opportunities.
For example, imagine a user is searching for a stand mixer. In this case, alongside the stand mixer, related products like spatulas and baking pans can be suggested directly within the search results. This facilitates cross-selling opportunities as users may choose to add complementary items to their cart, increasing the average order value.
Guided Search Filters
Quickly lead users to relevant products with tools like guided search filters for quick product discovery.
For example, if a customer is looking for engagement rings, a guided search feature can assist users in narrowing down their preferences by asking them about stone type, stone shape, and carat size. This not only enhances the user experience but also accelerates product discovery.
Promotional Banners
Promote products and content through display ads and banners on search results pages.
For example, a toy store may run a campaign for their extra stock of Nerf guns and accessories. When users search for keywords related to Nerf, a banner appears at the top of the search results, drawing attention to the Nerf sale. If clicked on, the user would be led to the collection of products for the Nerf sales campaign.
Site Search Data & Analytics
Continuously monitor user interactions, enabling data-driven adjustments to search relevance and product offerings.
For example, an eCommerce could look at their site search data and notice that a significant number of users are searching for “wheat berries,” but a specific product isn’t receiving clicks. With this information, the site can adjust search relevance, potentially promoting the underperforming product.
Start Searchandising in Your eCommerce
As we’ve discovered, searchandising emerges as a powerful ally for brands seeking to create a customer-centric shopping experience, drive conversions, and boost sales.
By taking ownership of your search functionality and employing advanced techniques, eCommerce businesses can provide their customers with a personalized, engaging, and efficient shopping journey.
So, are you ready? Doofinder is here to help you start to searchandise your online store! With Doofinder’s powerful search engine features, you can take control of your search engine and implement all of the searchandising strategies mentioned in this article.
Start your free 30-day trial with Doofinder today and discover how personalized search results, strategic product promotions, and seamless shopping experiences can transform your business.
