Karen Millen drives sales with SLI search technology
Customers visiting Karen Millen's web site can now find what they're looking for more easily and have a better online experience, with the implementation of Learning Search from SLI Systems. The fashion retailer is also seeing increased shopping cart values among U.S. visitors using site search, compared with those who don't.
The hosted site search technology, which learns from visitor site behavior, enables customers in more than 20 countries to quickly find exactly what they're looking for the first time, as well as refine their search by criteria such as department, color or collection.
Learning Search also offers detailed metrics and reporting capabilities, which are helping the Karen Millen team understand exactly what customers are searching for and the terms they're using for specific items.
This better understanding of customers is being used to develop improved on-site merchandising and tailored customer emails, but also feeds into other elements of marketing such as SEO and social media initiatives -- with the most popular topics or searches feeding into the company's blog posts and email newsletters to help make them as relevant as possible to customers.
Emma Bonar, e-commerce manager at Karen Millen, said, "Our website is our biggest store and, just like in a 'bricks and mortar' store, it's essential that people can easily find what they're looking for. Without the help of a shop assistant, the only way to do that is to understand our customers better and improve the search function on the site. Working with SLI Systems, that's exactly what we've been able to do. As well as providing improved search capabilities that mean visitors can find what they're looking for on the first page and refine the results, Learning Search also provides the team with information that we can use across our marketing and customer interactions."
SLI Systems has developed a whitepaper titled On-site search best practice: revolutionizing the way people buy online designed to help companies operating online to improve their site search and to understand how to integrate the data into other elements of its marketing.
Karen Millen has over 260 locations in 35 countries from the UK to Russia, Asia, and the Middle East with further international expansion plans for 2010. We produce 12 collections each season covering day, work, occasion and weekend wear. Everything in the collections is designed in-house, from the lace used in our famed eveningwear to the embossed hardware on statement bags. In-house pattern cutters complete the team, and help to perfect the flattering fit for which we're famed.