In the rapidly evolving world of ecommerce, optimizing product discovery is more crucial than ever. Our recent webinar, “The Discovery Blueprint: Uncovering Ecommerce Success,” featured industry leaders Roger Lee, Head of Performance Marketing at Brand Collective Group, Jarrod Calamante, Head of Ecommerce at Spotlight Retail Group, and Airi Sutherland, VP of Ecommerce and Technology at Outcast.
They shared invaluable insights on optimizing the entire shopper journey with our very own Kate Massey, General Manager of APAC at Searchspring—from off-site engagement to on-site conversion and post-purchase re-engagement strategies.
Product Discovery Strategies: Key Topics Covered
1. Increase Conversions Before Shoppers Even Land on Your Site
Retailers often focus on conversions once shoppers arrive on-site, but what about before they even get there? Roger from Brand Collective Group discussed how his team optimizes product visibility using Intelligent Reach, ensuring the brand’s Google Shopping feed surfaces the right products—with the right attributes—to attract more high-intent shoppers.
Key strategies include:
- Product Feed Optimization: Enhancing product data to rank higher in Google Shopping and marketplaces.
- Enhanced Content: Improving titles, descriptions, and images to increase click-through rates.
- Personalized Ad Content: Tailoring ads based on shopper behavior and regional preferences.
2. Match Off-Site Strategies with On-Site Product Offerings
Jarrod from Spotlight Retail Group emphasized the importance of aligning off-site promotions with on-site experiences. The brand leverages Intelligent Reach to sync store inventory with its Google feed, ensuring that in-store shoppers can verify stock availability before visiting.
Best practices include:
- Consistent Messaging: Ensuring uniformity across search ads, social media, and website content.
- AI-Powered Recommendations: Implementing personalized product suggestions reflecting recent customer interactions.
- Localized Feeds: Adapting product feeds to cater to regional terminology and buying behaviors.
3. Provide Seamless, Engaging, Personalized Shopping Experiences
Airi from Outcast shared how the brand adopts a social-first approach, using Instagram and TikTok to build an engaged community and drive ecommerce product discovery. Searchspring’s AI-driven personalization ensures that customers landing on the site see products tailored to their preferences.
Personalization techniques include:
- Dynamic Recommendations: Suggesting products based on browsing history.
- AI-Powered Search: Understanding long-tail queries to deliver relevant results.
- Shoppable Social Content: Integrating social media content with product pages to enhance discovery.
4. Build Customer Loyalty and Re-Engagement
Converting a customer once is great, but repeat purchases drive long-term revenue. The panelists discussed ecommerce strategies to keep shoppers engaged post-checkout.
Drive repeat purchases with:
- Automated Post-Purchase Emails: Featuring personalized product suggestions.
- Back-in-Stock Notifications: Capturing high-intent buyers when products are restocked.
- Loyalty Programs: Encouraging repeat purchases and brand advocacy.
Optimizing Shopping Journeys: Final Takeaways
- Continuous Optimization: Regularly test, optimize, and refine strategies.
- Team Alignment: Ensure marketing, digital, and ecommerce teams work cohesively.
- Leverage AI Platforms: Utilize AI-driven platforms like Searchspring and Intelligent Reach to automate and personalize at scale.
Want to watch the full ecommerce product discovery discussion? Access the on-demand webinar now.
