“One of the things that’s really unique to Searchspring has been the option for us to influence search results. We like to take a curated approach to our store, and Searchspring has made this simpler and more powerful than it ever has been before.”
Outside of the ring builder, Borsheims works hard to ensure that the shopping experience is equally engaging and performant elsewhere on their store.
With Searchspring, they have the option to apply rules to their search and category pages to influence how products are arranged.
A global rule is in place to boost new items on all their pages, increasing exposure to those products. In addition, they frequently apply boost rules to individual category pages to move a specific brand to the top of the page.
This allows them to organically feature a brand that’s important to their business, and can be done without any technical work whatsoever. Rules can be applied to boost or demote products based on any variable that lives within their product data.
Of course, in their physical store, if a client comes in and asks for a diamond bracelet, Borsheims’ expert staff wouldn’t just point to a display case, they would work with their client to find something perfect for them. This same curated approach is now applied to their online store. Search results and category pages can easily be manipulated using the aforementioned rules, or manually arranged with a simple drag-and-drop editor.
Searchspring’s ecommerce specific reports are also used to help Borsheims tailor the experience. For example, a search query report is frequently referenced to help them understand how their shoppers are searching. With this information, redirects or synonyms can easily be created to direct shoppers to the correct products.
“Some of the tools we have with Searchspring were available to us before, but they’ve never been this easy to use. The backend user interface is very intuitive and it’s made merchandising our store so much better. We’re now able to curate and cater our online store just as we do in our physical location.”