E-Commerce Times Talkback
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While retailers are facing increased competition, many have recognized that the way to thrive today is to invest in new ways to engage and serve their customers. Many are taking a fresh look at one of the cornerstones of the online experience: site search. Good site search can enable more personal and transparent shopping and, in this way, play a central role in a retailer's merchandising strategy. This can have far-reaching implications on the user experience offered, enabling higher sales and lower abandonment. This is "search as merchandising."
"...[G]reat deal of untapped potential in content created by your users..." This is incredibly true! Your customers through their queries are giving you the key to your business' success. Each query reveals the popularity of the products you do carry and the lack of popular products you do not carry. You learn synonyms or alternative brand names associated with your products to enhance your site search, as well as alternative spellings. You can adapt your site search to think like your customers and severely increase conversion rate and revenues.