Search has historically been a complex multi-dimensional problem, so tough that with each attempt to create a solution, the understanding of the problem itself has been changing and yet, still today, Search remains to be frustrating to the eCommerce user, expensive to the store and so far intractable to the software industry . We believe this has been the case because the Search challenge tends to be defined in absolute terms of relevancy, as opposed to what is perceived as relevant by each consumer. There is no absolute perception of relevancy and each unique consumer has potentially unique intentions. In addition, many queries do not have a single right answer or even an objective best answer, and in many occasions the right result set is one that is not only perceived as valid, but is also presented through a rewarding experience. Thus, we start to talk about Findability and its capacity of offering each unique consumer what they are expecting to find when start searching. To the consumer, search within eCommerce has been traditionally a negative experience, particularly when compared with Web Search and other consumer tools that inevitably set the benchmark of what Search should deliver. In our view, eCommerce Search has failed to deliver for two simple reasons:
- The consumer context is ignored.
- Search is merely designed to display results and not to deliver a gratifying experience.
In eCommerce there is no single right result to every query and yet there is a potential good result for every consumer. For example, the query “ dress “, may offer good valid results for one customer and yet, the very same list of results can be perceived as incorrect for another. This is why when Search is made aware of each consumer’s varying context, the probability of satisfaction is enhanced. Now, if results are also instantly and aesthetically delivered, then the consumer feels that Search is not only efficient but satisfying too. What do you think about having the possibility of showing consumers specifically what they are searching? Do you believe that this would enhance both their sentiment towards the brand as well as sales and returning visitors? Is it possible to make customers happy by showing them both what they are searching and what the brand can make them need, too? If you said yes, ask EmpathyBroker.