The critical role of product discovery in meeting modern shopper expectations

Every company strives to provide their customers with seamless, intuitive and relevant shopping experiences, yet many brands trip at the first hurdle with their search capabilities.

Today’s highly researched, mission-oriented consumers rarely shop without a precise idea of what they want. Most shoppers search with natural language and synonyms because they expect you to understand what they are looking for thanks to the powers of AI. 

For example, Hayley is looking for a white or sequined 60s disco-style, halter neck dress, perfect for a bride for her themed wedding reception. Although this is a complex search, she expects relevant options to browse.

These long-tail searches now account for 20% of all search queries, which will only grow over time, forcing retailers to prioritize their product discovery experiences.

In a study conducted by London Research, market leadership and a strategic approach to product discovery are tightly linked. The study found that e-commerce leaders are 62% more likely than their mainstream counterparts to see product discovery as a core strategy to improve conversion and AOV. What’s more, e-commerce leaders are 47% more likely to look at product discovery as part of a broader strategic picture, including customer acquisition, customer engagement, conversion and customer loyalty. 

Market leaders recognize the role a quality search experience plays in capitalizing on the mindset of the modern consumer.

Resonating with your customers

In CI&T’s 2023 Personalization Survey, CI&T asked participants what they would prefer when arriving on a retailer’s website: a selection of curated products, the same webpage everyone sees with the ability to sort and filter products, or the same webpage everyone sees with a window showcasing product recommendations without a filter.  

The two options where all shoppers started with the generic homepage received the most selections. Thus implying that a top-notch search experience must deliver a curated list of personalized results without the shopper feeling like they are missing out. This sweet spot requires automation and a lot of data.

Crownpeak Product Discovery leverages natural language processing (NLP), machine learning, deep learning algorithms and computer vision to understand even the most complex queries and eliminate zero results to make sure the consumer never misses out. 

As most respondents chose the option to sort and filter products, empowering shoppers with the control to tailor their search results is a must. Crownpeak Product Discovery enables shoppers to use filters and navigation to discover the right products at the right time.

When CI&T asked survey participants what perks they would exchange their personal information for, the second most common response was “a search process that’s quick and oriented to precisely what I’m looking for.” Retail behemoths such as Amazon have set the bar high, giving shoppers expectations they aren’t willing to compromise on. In fact, 40% of people get a negative impression of a retailer if search results are irrelevant (Source).

The most successful retailers speak their shoppers’ language, translating search terms and complicated queries to relevant results and personalized experiences. Crownpeak’s AI-powered tools, such as NLP, use huge amounts of data to understand the inherent variation in natural language searches as they change over time.

Navigating nuance

CI&T’s research highlighted the tension between personalized experiences and data collection. To feel more protected, participants in the survey reported a preference for experiences that were personalized for a small group rather than for individuals. Crownpeak Product Discovery combines data across all touchpoints, channels and shoppers to avoid holding on to any personal information, remaining in the consumer’s comfort zone. 
 
Ultimately, Crownpeak Product Discovery addresses the nuances of both the retail industry and consumer behaviors, ensuring retailers deliver exceptional online shopping experiences that convert.

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