“When researching a new solution, we considered about five other partners in varying tiers – from three times the price of Searchspring, to more cost-effective options. Ultimately, we felt that Searchspring would provide the best solution for what we were looking for. We didn’t just want another search partner, we wanted a partner that could implement the specific functionality we were looking for to meet our business requirements,” says Alix.
AuthenTEAK now uses global merchandising rules to promote products based on a number of factors. “Our merchandising campaigns run 10-15 rules deep, and we boost results based on a combination of quantity sold, product price, quick shipping, and other criteria. If we’re running a sale or promotion, we might link shoppers to PLPs where the applicable products are boosted for a certain period of time, alongside custom banners that we implement through Searchspring.”
Looking back on the previous year’s data helps the team identify opportunities to tweak these rules, and ensure that their search results are delivering relevant products to the shopper at any time of year. “One of the things we utilize most in terms of maintenance is the reporting and analytics,” says Alix. “We use Searchspring to analyze monthly searches and to create merchandising campaigns based on common drop-off points.”
Site navigation is also customized based on the attributes that shoppers are most likely to interact with in a given product category. “We look at the overall assortment of facets in each parent category and determine which features our customers are looking for – whether it’s brand, dimensions, or how many people a table can accommodate. We then customize those facets within each category, from outdoor furniture and patio umbrellas, to grills and planters.”