site search is failing your customers - reflektiondesign merchandise planning marketing customer...
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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
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© 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
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Empowered customers have given
rise to a new era
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› 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
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Leading companies recognize that experience is the most important factor for differentiation today
Source: Forrester’s NA Consumer Technographics CLC Survey 2, 2015
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Every time a customer is exposed to an
improved shopping experience, their
shopping expectations are reset to a
new higher level
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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
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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
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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)
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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.
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© 2016 Forrester Research, Inc. Reproduction Prohibited 12
Today we have significant gaps in delivering
personalized customer experiences
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Other Products
Personalization has historically been driven by segmentation…which doesn’t work
Product
Product
SegmentationMe
Product
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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.
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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
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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.
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Organizations too quickly check the box on delivering “personal” experiences
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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.
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How should I be thinking about
personalization today?
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eBusiness leaders must
help organizations prepare
for the next evolution of
personalization,which will rely more on the
pillars of individualization
rather than segmentation.
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To start, you can only truly personalize experiences for consumers you recognize
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© 2016 Forrester Research, Inc. Reproduction Prohibited 22
Today’s digitally-savvy customers expectbrands to understand their needs.
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A solid individualization strategy is built upon key technology investments that have
four unique characteristics.
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1. Customers are identified and treated as asegment of one using rich customer profiles.
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2. Customer data is assessed in real-time and dynamically calculates intent.
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3. Personalized content is delivered equally across every screen and channel.
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4. Connected technologies enable far richer and more relevant engagements.
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Not a revolution . . . but rather an evolution
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. . . 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.
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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
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Nuanced segments require multiple data inputs
All possible
data
Right
data
Location
Social data
Weather
Product data
Sales dataCustomer
history
Real-time session data
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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
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Roadmap For Your Personalized Site Search Program
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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.
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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.
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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.
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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?
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38© 2017 F O RRE S T E R. RE PRO DUCTI ON P RO HIB ITE D.
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?
› Don’t set it and forget it! Measure your site search results: uplift,
conversion, cross-sell/up-sell and engagement.
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Personalized search done right doesn’t feel like it’s been personalized…
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Personalized search done right doesn’t feel like it’s been personalized…
…it just feels like a great experience.
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FORRESTER.COM
Thank you© 2017 F O RRE S T E R. RE PRO DUCTI ON P RO HIB ITE D.
Brendan Witcher
@BrendanWitcher
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Site search has been
largely overlooked as a
customer engagement tool.
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PROPRIETARY AND CONFIDENTIAL
This despite the fact
that site search has
incredibly high intent
and conversion rates.
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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
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PROPRIETARY AND CONFIDENTIAL
Customers engagement
expectations are changing
and they expect more
from site search.
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PROPRIETARY AND CONFIDENTIAL
Today’s digital consumers
expectations of site search are
more like a personal assistant
than the dictionary/thesaurus
tool you provide.
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PROPRIETARY AND CONFIDENTIAL
The world is
coming to site search
…but it isn’t called site serach.
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PROPRIETARY AND CONFIDENTIAL
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
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PROPRIETARY AND CONFIDENTIAL
Voice search is not
a cut and paste of
your existing dictionary
and synonym library.
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PROPRIETARY AND CONFIDENTIAL
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
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PROPRIETARY AND CONFIDENTIAL
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
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PROPRIETARY AND CONFIDENTIAL
• 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
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PROPRIETARY AND CONFIDENTIAL
“Floral dresses under $100” “Where is my
closest store"
“Shorts size XL”
Natural Language Processing (NLP)
CheaperExpensive
On saleDiscount
V O I C E S E A R C H F O U N D A T I O N :
TECHNOLOGY
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PROPRIETARY AND CONFIDENTIAL
V O I C E S E A R C H F O U N D A T I O N :
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.
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PROPRIETARY AND CONFIDENTIAL
V O I C E S E A R C H F O U N D A T I O N :
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?
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PROPRIETARY AND CONFIDENTIAL
INDIVIDUALIZED CONTEXT:
MORE T HAN JUST F OR VOICE SEARCH
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PROPRIETARY AND CONFIDENTIAL
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
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PROPRIETARY AND CONFIDENTIAL
VOICE SEARCH
CRIT ICAL F OUNDAT ION
INDIVIDUALIZEDNATURAL
LANGUAGEPROCESSING
(NLP)
UNIVERSALSEARCH
SUCCESSFULVOICE
SEARCH
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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
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PROPRIETARY AND CONFIDENTIAL
PHOTO SEARCH:
SNAP. SEARCH. BUY.
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PROPRIETARY AND CONFIDENTIAL
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
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Responsive is a band
aid as a mobile strategy.
Use the strength of
the medium:
PHOTOVOICE
YOUR TRUE MOBILE STRATEGY
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PROPRIETARY AND CONFIDENTIAL
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
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PROPRIETARY AND CONFIDENTIAL
QUESTIONSreflektion.com
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PROPRIETARY AND CONFIDENTIAL
Kurt Heinemann
CMO, Reflektion
reflektion.com
Brendan Witcher
Principal Analyst, Forrester Research
forrester.com