{"id":33951,"date":"2020-06-25T16:43:12","date_gmt":"2020-06-25T23:43:12","guid":{"rendered":"https:\/\/richrelevance.com\/?p=33951"},"modified":"2021-03-30T12:29:44","modified_gmt":"2021-03-30T12:29:44","slug":"unsual-search","status":"publish","type":"post","link":"https:\/\/www.algonomy.com.br\/en\/blogs\/unsual-search\/","title":{"rendered":"Do people really brush their teeth with an Electric Whisk?"},"content":{"rendered":"

A STRANGE TITLE YOU MIGHT THINK FOR AN ARTICLE, BUT IT’LL BECOME CLEAR LATER…<\/strong><\/p>\n

Many households during the last few months have seen an increase in the amount of home baking going on and ours has been no different. The shouts of \u201cCan I do some baking?\u201d have been coming regularly from my kids, and thankfully a local bakery has been able to keep us well supplied with flour, and a local pub has supplied us with yeast.\nThe fresh bread and cakes have been a welcome addition to the tea breaks, but a recent broken electric whisk has limited some of the recipes unfortunately, and my search for a new one has in in turn led me to write this piece\u2026.\n<\/span><\/p>\n

<\/p>\n

So, in the quest for a new \u201cElectric Whisk\u201d as I call it, I searched online at a few well known department stores for an \u201celectric whisk\u201d and was surprised at the variety of results that came back. I was presented with electric toothbrushes, electric blankets, kettles, headphones and in some cases to much relief some electric whisks! Given that many of the retailers sell the same products, you might think that the results would be similar, definitely not the case.<\/span><\/p>\n

By far the most bizarre result was when my search entry of \u201cElectric Whisk\u201d was automatically adjusted to \u201cElectric White\u201d and the results shown to me were a white strip light, a desk fan, headphones and an extension lead\u2026..despite me finding a whisk on the site via the navigation menu. Somethings not right there surely!<\/p>\n

Now whether you call it an electric whisk, an electric mixer, a hand mixer or a hand whisk shouldn\u2019t really matter, since in nearly all cases I saw the \u201celectric whisk\u201d had some mention of \u201celectric\u201d, \u201cwhisk\u201d, \u201chand\u201c or \u201cmixer\u201d somewhere in its title, description or attribute data. Nowhere did I see mention of \u201cwhisking teeth\u201d or \u201cmixing gums\u201d, or vice versa.<\/p>\n

Many retailers have the challenge of creating good product data to enable a good basis for search results, and it was at least good get some expected results from some retailers, or if the results were unexpected it seems some of the retailer recognise that their search might need some support from product recommendations by showing recommendations of \u201cPeople who searched for \u201cElectric Whisk\u201d also viewed or bought\u2026\u201d and electric whisks were being shown. That is indeed helpful but better if those product were actually within the results.<\/p>\n

The latter point highlights how valuable the behavioural data of customers can be in search results. I might be wrong in assuming that a search for \u201cElectric Whisk\u201d that show \u201cElectric Toothbrushes\u201d in the first row of results is a poor search experience, but if the search and personalisation technology work together then retailers are able to use the data from what their customers subsequently view and buy after experiencing poor search results to influence the future search results for the better.<\/p>\n

By far my favourite search results whilst going about my search for a new mixer was when I performed a search for an \u201celectric mixer\u201d and was shown two electric showers. A sigh of disbelief and some confusion for a second or two before I thought that\u2019s actually ok\u2026.however given that I\u2019d been looking in the kitchen handheld appliances category a few clicks before I\u2019d have expected to see a few electric kitchen mixers in the results too since I\u2019d indicated my intentions.<\/p>\n

There is no doubt that onsite search is difficult, a lack of consistent data across brands and manufacturers\u2019, and differing customers expectations from the same input, however one of the most powerful sources of data to improve this has to be the data that is generated by your customers\u2026.for free in many respects. When retailers can combine this behavioural data with the knowledge and skills of merchandisers then there search will be heading in the right direction to enhance their customers experience.<\/p>\n

I\u2019ve not yet purchased my electric mixer, I\u2019m the type of shopper that likes to see, shake, squeeze, tap and inspect a product before purchasing so as long as my chosen retailer is connecting my online activity with my instore purchases then hopefully I will be giving them a little bit of useful data, as well as my cash.<\/p>\n

So, although this is only a very small example of an onsite search experience, it\u2019s an example of how the onsite search experience that many retailers are giving their customers is a long way from the actual experience that the customers and retailers desire.<\/p>\n\n

David Lewis, Sales <\/span>Director<\/strong>, <\/span>RichRelevance<\/strong> UK<\/span><\/h5>","protected":false},"excerpt":{"rendered":"Reading Time: <\/span> 3<\/span> minutes<\/span><\/span>A STRANGE TITLE YOU MIGHT THINK FOR AN ARTICLE, BUT IT’LL BECOME CLEAR LATER… Many households during the last few months have seen an increase in the amount of home baking going on and ours has been no different. 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