In 2022, BHFO shoppers who used search were 6.4 times more likely to make a purchase than shoppers who didn’t use search. They were also much more likely to spend more, with shoppers who used search spending an of $3.52 more per visit, making them 7.6 times more valuable than shoppers who didn’t search.
Since implementing Searchspring, BHFO has taken their merchandising to a whole new level without the need for additional resources. They are now doing more than ever before thanks to Searchspring’s ease-of-use and abundance of features. They are excited to have complete control over their online store with the ability to schedule campaigns, set rules, recommend products, and communicate with shoppers across their site. Giussani notes that BHFO 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 criteria. If we are running a sale or a promotion, we might link shoppers to a PLP where the applicable products are boosted alongside custom banners that we implement through Searchspring.”
They have also successfully minimized zero-results searches by setting up synonyms and strategizing with their Customer Support Manager. For example, BHFO doesn’t have rights to sell a specific shoe brand online, but they receive a significant number of searches for it. With a little bit of teamwork and creative thinking between BFHO and Searchspring, they set up a merchandising campaign to showcase alternative, but similar, items to the product originally searched for. This has kept shoppers from bouncing and engaged on their site, leading to higher conversion rates.