Empirical Rationalism and Other Oxymora
The Rise of “Searchndising”
One of my colleagues here at Aberdeen, John Lovett, is doing some interesting work on the online customer experience. He recently published on report on website search (available for free download for a limited time). I think one of the most interesting things to come out of the report was the notion of “searchandising”, or the convergence of search and merchandising capabilities. According to Lovett, more than half of leading online retailers use search as a merchandising tool and nearly two-thirds (62%) of those continuously fine tine results. The research indicates that retailers utilizing these technologies are more likely to convert browsers to buyers. However, despite the potential, many of the respondents (41%) spend very little time managing search; only 17% had dedicated staff and only a third (33%) spend more than 5 hours a week fine tuning search. This seems like a quick-win with a little time and effort.
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