This is the crucial time of year when most online retailers are doing everything they can to ensure their products get in front of holiday gift-giving shoppers. Both online and in-store, that means clever and stylish merchandising of products. And since a site's search function is what high-converting shoppers often use to find what they're looking for, using advanced site search tools for merchandising is a great way to promote your holiday products.
Site search can be a retailer's best friend when it comes to merchandising, given the large amount of information search provides on consumers’ preferences, buying habits and trends. When your visitors use the search box, they're telling you in their own words what products they want. This language informs your merchandising efforts and also improves the relevancy of your marketing messages. You can also use site search data to quickly identify changes in the market, like which products are in high demand and which are no longer current.
A robust site search should also allow you to customize search results to highlight sale or promotional items, which can encourage more shoppers to click through on results.
Banners in site search results are one of the easiest ways to merchandise products and promotions. Search results pages are places where shoppers are receptive to such messages, and these banners can incorporate keywords commonly used in search terms so that the ad is as relevant as possible. For example, if a visitor is searching for "holiday gifts," banners can display special holiday promotions like free gift wrapping or discounted delivery, or the banners can showcase other products related to the brand or type that the person is searching for.
For example, Motorcycle Superstore uses merchandising banners to promote storewide discounts on popular brands during its summer liquidation sales. These banners can also be used to highlight time-sensitive messages like a flash sale or daily deal.