Page 19 - How Top Merchants Create the Best Customer Experience

19 ONLINE SHOPPERS WANT A FAST SITE AND THEIR INPUT TO COUNT

HOW TOP MERCHANTS CREATE THE BEST CUSTOMER EXPERIENCE

The merchant also uses this backend synonyms feature to tie

together related costumes. For example, if a shopper types in
“Lara Croft” or “Tomb Raider,” the same costumes appear in
search results. CostumeBox uses search vendor Searchspring for

its search capability.

While the search bar is an integral part of the customer experience
for CostumeBox, a good customer experience on marketplace
Wish.com is less dependent on it. In fact, 70% of revenue on

Wish.com did not involve a search query, says Stacy All, vice
president of product design at Wish. Instead, Wish prioritizes the
design of its product feeds to engage shoppers.

For example, Wish works to personalize its product feeds to update
based on shoppers’ preferences, while also interspersing modules
of non-related products, which it describes as “palate cleansers.”
This allows Wish to showcase products that shoppers may not have

searched for.

“We take a feed and offer unique pivots for that shopper to keep

that shopper engaged,” All says.

Retailers need to offer a good customer experience for shoppers.
Online shoppers want a speedy site, relevant search results and for
their feedback to be implemented. But what each retailer prioritizes

likely depends on the business’ unique needs at that time.

april@digitalcommerce360.com

Gretchen Salois contributed to this article.

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