Learning from the way consumers jump devices and media, BloomReach rolled out its Personalized Discovery Platform that uses Web and mobile data to make smarter recommendations. It learns from every consumer interaction to personalize content across channels and hardware.
Retailers no longer need to stock merchandise in stores to sell them online. Ecommerce sites made that possible. Many have become marketplaces like Amazon. They sell the products online and drop-ship the items from the manufacturer to the consumer. This means they can add as many products as they want. They just need an awesome site search engine and tool to personalize the discovery of the items.
The Personalized Discovery Platform based on BloomReach's Web relevance engine integrates data from across a company's applications to personalize content on retail and brand Web sites. It shares data from organic search, paid search and social, among other media. The technology breaks down data silos as consumers move and interact with mobile sites, Web sites and apps, as well as across desktops, smartphones and tablets.
The technology doesn't rely on demographic and historical data. It cognitively predicts the most relevant content for each consumer anonymously, even for those who do not log in, and gives real-time access to product and page data that lets marketers act on insights, explains Raj De Datta, co-founder and CEO of BloomReach.
Consumer expectations have changed, yet the technology powering discovery on behalf of these Web sites has not. "A lot of Web sites around the world still look like Yahoo circa 1998, rather than Google or Facebook circa 2014," he said, adding that consumers now expect a personalized discovery platform.
Consumers clicking through an email to Nike's Web site might type in "ankle support" when searching for running shoes. The technology aims to provide more relevant search results from the site's engine because it connects consumer data and interactions from the email marketing campaign with the online site search experience. Even if the interaction began on the desktop, the consumer might complete it on her mobile device. BloomReach's technology identifies the jump in devices and media to personalize the experience.
Finding the perfect product on the site becomes incredibly difficult, unless the retailer supports search with a personalization tool. Tilly's operates 197 stores in 32 states and stocks a very large assortment of brands and merchandise. The company wanted a platform to ensure success when consumers would search for products across all its channels. By implementing BloomReach Organic Search and SNAP for Mobile the company saw a 20% increase in organic traffic and 11% increase in conversions on mobile--all from the ability to integrate data across devices and media.
De Datta said delivering on this type of experience isn't easy because companies might need to connect six or seven data silos and a common technology might not power the system.