site search is failing your customers - reflektiondesign merchandise planning marketing customer...

PROPRIETARY AND CONFIDENTIAL

Site Search is

Failing Your Customers

T U E S D A Y , M A R C H 2 8 , 2 0 1 7

Brendan Witcher

Principal Analyst

Kurt Heinemann

CMO

W E B I N A R

© 2017 F O RRE S T E R. RE PRO DUCTI ON P RO HIB ITE D.

The Evolution Of Personalization:Making the move to individualize experiences across the every digital touchpoint

Brendan Witcher, Principal Analyst

March 28, 2017

3© 2017 F O RRE S T E R. RE PRO DUCTI ON P RO HIB ITE D.

Empowered customers have given

rise to a new era


› Their expectations are

always rising.

› They equate digital with value and efficiency.

› They often have more technology than

associates.

› They often have more knowledge about

products and brands than associates.

Customers are now in control


Leading companies recognize that experience is the most important factor for differentiation today

Source: Forrester’s NA Consumer Technographics CLC Survey 2, 2015

Every time a customer is exposed to an

improved shopping experience, their

shopping expectations are reset to a

new higher level


Personalization is a top eCommerce priority

Base 196 eBusiness And Channel Strategy Professionals

Source: Forrester’s Q3 2015 Global eBusiness And Channel Strategy Professional Online Survey

“Of the tech you will be investing in during 2016, please identify your top priorities?”

1. Responsive Web Design

2. Personalization Technology

3. Customer Relationship Management Tools

4. Mobile App and Engagement Platform

5. Product Recommendations

6. eCommerce Platform

7. Site, Payment, System Security Compliance/Protection

8. Big Data

9. Site Search

10. Customer Insights and Analytics Tools


Source: Forrester’s North American Consumer Technographics

Brand Compass Survey, Q3 ‘15

Source: Forrester's Q2 ‘16 Global eBusiness And Channel

Strategy Professional Online Survey

77%of consumers have chosen,

recommended, or paid more for a

brand that provides a personalized service or experience.

89%of eBusiness and channel strategy

professionals plan to invest in

personalizing the customer experience in 2016/2017.

Personalization is being prioritized due to its impact on customer experience


Content, alerts, and recommendations are top personalization priorities

Source: Forrester’s Digital Experience Delivery Online Survey, Q1 2017

Base: 294 Digital Experience Decision Makers (other and don’t know responses excluded)

8%

16%

30%

39%

41%

44%

47%

64%

None

In-person engagement (e.g. in-store experiences, kiosks)

Content on the mobile app experience (e.g. airline check-in on the app based on proximity to airport)

Screen layout (e.g. change layout based on someones priorities)

Promotions/product offers (e.g. packages, discounts, promotions)

Product recommendations (e.g. other customers who bought X, bought Y)

Reminders and alerts (e.g. abandoned cart notice before navigating away)

Content on the website

What parts of the user experience are you personalizing? (please select all that apply)


But today we’re missing a personalization opportunity: Search

Search is often your last chance to

keep a customer on your website.

In typical customer journeys it’s

their last resort before they go to

your competitors site to search for

competing products.

© 2016 Forrester Research, Inc. Reproduction Prohibited 12

Today we have significant gaps in delivering

personalized customer experiences


Other Products

Personalization has historically been driven by segmentation…which doesn’t work

Product

Product

SegmentationMe

Product


Other Products

Personalization has historically been driven by segmentation

Product

Product

SegmentationMe

Product

Personalization based

on segmentation

provides the “wrong”

experience for most

retail customers.


Depth

Reach

Relationship

EXPLORE

USE

ASK

ENGAGE DISCOVER

BUY

Single data points are often used to personalize the entire customer journey

Me

XSingle data point


Depth

Reach

Relationship

EXPLORE

USE

ASK

ENGAGE DISCOVER

BUY

Single data points are often used to personalize the entire customer journey

Me

XSingle data pointKnowing one thing

about the customer

doesn’t mean knowing

everything about the

customer.


Organizations too quickly check the box on delivering “personal” experiences


Organizations too quickly check the box on delivering “personal” experiences

It is a waste of everyone’s

time to personalize

experiences that provide

no real value to a

customer’s journey.


How should I be thinking about

personalization today?


eBusiness leaders must

help organizations prepare

for the next evolution of

personalization,which will rely more on the

pillars of individualization

rather than segmentation.


To start, you can only truly personalize experiences for consumers you recognize


Today’s digitally-savvy customers expectbrands to understand their needs.


A solid individualization strategy is built upon key technology investments that have

four unique characteristics.


1. Customers are identified and treated as asegment of one using rich customer profiles.


2. Customer data is assessed in real-time and dynamically calculates intent.


3. Personalized content is delivered equally across every screen and channel.


4. Connected technologies enable far richer and more relevant engagements.


Not a revolution . . . but rather an evolution


. . . it is a business strategy that drives tactics

and affects every part of an organization.

Individualization is not a tactic . . .

Security and risk

Enterprise architecture

eCommerce

Application design

Merchandise planning

Marketing

Customer insights

Customer experienceIndividualization:

engaging customers as a

segment of one in real

time by listening, capturing, measuring,

assessing, and addressing intent across

every enterprise

touchpoint.


Learnings

Digital insights

Search is inherently a predictive, personalization engine

All possible

data

All possible

actions

Right

dataEffective

actions

Source: April 27, 2015, “Digital Insight Is The New Currency Of Business” Forrester report


Nuanced segments require multiple data inputs

All possible

data

Right

data

Location

Social data

Weather

Product data

Sales dataCustomer

history

Real-time session data


But this isn’t a black box: retailer tools are critical

Today’s search tools should allow the

retailer to:

• Respond to the real-time intent of the

individual

• Boost or bury specific results (e.g. sale items)

• Promote specific products

• Support manual (and automatic) synonyms, special characters, etc.

• Support multiple languages

• Access to data to make informed decisions

• Support strong search reporting capabilities

All possible

actions

Effective

actions


Roadmap For Your Personalized Site Search Program



› Don’t underestimate the importance and ROI of search: it’s often

your last chance to keep a customer on your site.





› Align and design site search to support key CX business priorities.






› Use leading tools that help personalize search, and give customers

an easier, more suggestive path to purchase.








› Think beyond the digital header. Where does search play a role

across the enterprise?








› Think beyond the digital header. Where does search play a role

across the enterprise?

› Don’t set it and forget it! Measure your site search results: uplift,

conversion, cross-sell/up-sell and engagement.


Personalized search done right doesn’t feel like it’s been personalized…


Personalized search done right doesn’t feel like it’s been personalized…

…it just feels like a great experience.

FORRESTER.COM

Thank you© 2017 F O RRE S T E R. RE PRO DUCTI ON P RO HIB ITE D.

Brendan Witcher

[email protected]

@BrendanWitcher

Site search has been

largely overlooked as a

customer engagement tool.


This despite the fact

that site search has

incredibly high intent

and conversion rates.

Someone using site

search is akin to someone

walking up to an associate

in a store asking for help.

S I T E S E A R C H M E T A P H O R


Customers engagement

expectations are changing

and they expect more

from site search.


Today’s digital consumers

expectations of site search are

more like a personal assistant

than the dictionary/thesaurus

tool you provide.


The world is

coming to site search

…but it isn’t called site serach.


20%of Google mobile

searches in

2016 were via

voice input

40%of adults use

voice search

at least once

per day

60%of people using

voice search

started within

the last year

VOICE SEARCH IS COMING


Voice search is not

a cut and paste of

your existing dictionary

and synonym library.


THIRD PARTY

VOICE SEARCH

1 2

ON SITE

VOICE SEARCH

Google Home

Amazon Alexa

Voice to text

Native voice capture

on site

UNDERSTANDING

THE VOICE LANDSCAPE


THIRD PARTY

VOICE SEARCH

1 2

ON SITE

VOICE SEARCH

Google Home

Amazon Alexa

Voice to text

Native voice capture on site

THREE FOUNDATIONAL ELEMENTS

TECHNOLOGY CONTENT CONTEXT


• People express themselves differently when speaking

than they do when typing.

• Humans can speak 150 words per minute vs type 40

words per minute.

“Where is the closest Home Depot?”

Home Depot

V O I C E S E A R C H F O U N D A T I O N :

TECHNOLOGY


“Floral dresses under $100” “Where is my

closest store"

“Shorts size XL”

Natural Language Processing (NLP)

CheaperExpensive

On saleDiscount


TECHNOLOGY



CONTENT

Where is the closest store? When does my package arrive?

Need access to different areas of content, Universal Search.

Voice Search isn’t just about products.



CONTEXT

The Technology and Content examples have one thing in common.

They have Context to and include an awareness of the individual.

Most site search doesn’t have this context.

Where is the closest store? When does my package arrive?


INDIVIDUALIZED CONTEXT:

MORE T HAN JUST F OR VOICE SEARCH


THIRD PARTY

VOICE SEARCH

1 2

ON SITE

VOICE SEARCH

Google Home

Amazon Alexa

Voice to text

Native voice capture on site

SITE SEARCH: FOUNDATIONAL ELEMENTS

NATURAL

LANGUAGE

PROCESSING

(NLP)

UNIVERSAL

SEARCH

INDIVIDUAL

CONTEXT


VOICE SEARCH

CRIT ICAL F OUNDAT ION

INDIVIDUALIZEDNATURAL

LANGUAGEPROCESSING

(NLP)

UNIVERSALSEARCH

SUCCESSFULVOICE

SEARCH

Voice Search might be

getting all of the airtime

but a picture is worth

a thousand words.

N O T T O B E F O R G O T T E N


PHOTO SEARCH:

SNAP. SEARCH. BUY.


POW ERFUL AI AT W ORK

FOR PHOTO SEARCH

INCREDIBLE ACCURACY

INTEGRATEWITH APPS

LEVERAGE

FOR ADDITIONAL

ATTRIBUTES

IN PRODUCT

CATALOG

OUTFITTING CAPITALIZE

ON INCREASE

IN MOBILE

COMMERCE

Responsive is a band

aid as a mobile strategy.

Use the strength of

the medium:

PHOTOVOICE

YOUR TRUE MOBILE STRATEGY


1. Voice Search is here!

2. You need NLP, Universal and Individual to make Voice Search work.

3. Photo/Visual Search is incredibly accurate and extendable

4. Photo and Voice Search combined are a true mobile strategy.

5. Dress up your brand and customer engagement strategy with

contemporary voice search

KEY TAKEAWAYS


QUESTIONSreflektion.com


Kurt Heinemann

CMO, Reflektion

[email protected]

reflektion.com

Brendan Witcher

Principal Analyst, Forrester Research

[email protected]

forrester.com

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