The emergence of the power of Search
The COVID-19 pandemic created one of the biggest disruptions the retail industry has ever seen, forcing SMEs in the sector to pivot their business models and adapt to new ways of operating. Now a few years on, the lesson has been learnt, for most, that adopting technology is crucial for survival.
Unfortunately, some small and medium-sized enterprises (SMEs) operating as retailers are at a disadvantage not having the resources or funding that their larger counterparts do. Due to this, they have to find other ways to innovate, stay competitive and most importantly, survive.
So, how can small retail brands reduce the number of opportunities passing them by?
Take the instore customer experience online
While the integration of tech with traditional practices has created a whole new experience for customers, there are elements of in-person experiences that could be better replicated online. Take the development of eCommerce within the retail industry. When shopping in person, you are usually met by a helpful shop assistant, who helps you navigate a well-presented store with well-organised products on display, and clear direction on how to find what you’re looking for.
However, the online retail experience can sometimes feel like a downgrade, despite it sometimes being the only option available to customers. Customers often click through page after page trying to sift through the vast options available, before giving up feeling overwhelmed and frustrated that they were unable to have a pleasant shopping experience. One solution SMEs may overlook is the power of Search. 69% of shoppers use the search bar while they shop, meaning SMEs can risk missing out on catering to the majority of their customers if they don’t have an enhanced onsite Search experience.
This is the functionality that allows a customer to use keywords to find products within the eCommerce shop’s product catalogue. If you think about well known brands such as Zara, or a supermarket such as ASDA, what do they all have in common? Impeccable search results. The success that these brands see is no coincidence. A significant majority (68%) of customers would refrain from revisiting a website that offers an unsatisfactory search experience. Onsite search is an extension of in-person browsing, and should be a critical priority for SMEs who want to see an improved customer experience. Thanks to filters for price, size, colour, and many more categories, customers can see tailored recommendations to products they’re looking for, including products they hadn’t considered previously.
According to a Forrester report, 43% of customers go directly to the onsite search function upon entering a website. By implementing a specialised eCommerce onsite search engine, you are able to provide customers with relevant search results instantly. This will not only give you a competitive edge, but it separates your site from wasting time without aimless scrolling. For example, Mundoalfombra, one of Spain’s largest online rug brands, recently increased its mobile search rate by 400% and reduced shopper bounce rate in its mobile search by 500%. It did this by acknowledging that many of its customers started their search on mobile, and investing in an eCommerce Search platform that was intuitive and mobile-intuitive, meaning customers had a much smoother experience.
Search and discovery are like trusted companions that uncover hidden treasures and reveal valuable insights. They help businesses understand shopper demand, identify trends, and make informed decisions. They compliment each other well, with Search supporting the finding of specific things that the customer knows they are looking for, and the Discovery element using trends, similar products, follow-on queries etc to see what else is available to them.
Investing in onsite search can create significant benefits to a company’s bottom line. These tools can help SMEs tailor the shopping experience to customers accordingly, creating an increase in sales and a continued build of customer trust and loyalty.
Leveraging technology
With the digital age came a seismic shift in the way consumers shop and interact with businesses, and the rise of eCommerce, social media, and mobile technology has only amplified this. Unfortunately, many small retailers venturing into the eCommerce space for the first time may lack the resources and expertise to keep up, resulting in missed opportunities and decreased customer engagement.
The rise of eCommerce will only continue, and onsite search is a critical tool for businesses seeking to enhance their website’s performance, cultivate tailored user experiences, and effectively engage with customers. By harnessing the capabilities of search, retailers can significantly improve the discoverability of their products, align consumer needs and intent with the most suitable offerings, boost conversion rates, drive sales growth, and increase customer satisfaction.
Staying one step ahead
Utilising search in eCommerce to enhance the customer’s experience will revolutionise the pace at which a small business retailer can grow. Focusing efforts on building trust through non-intrusive methods, whilst offering an elevated shopping experience and relevant search results will be repaid in loyalty from returning customers.
Leveraging the power of search and truly understanding the way your customers like to shop is crucial to maintaining steady and consistent business growth. Those who choose not to embrace the technology available risk being the ones on the back foot with their competitors.
