In the last year, has redesigned its entire online and offline experience to promote one of the most important elements of its business strategy: proximity to the consumer. Therefore, your online search experience has been redefined to encourage conversation with the customer and lead to more entertainment and discovery within the catalog.
All this, without forgetting the multichannel experience, since the “research online, buy offline” is a reality that the firm is very aware of when communicating with its client and the objective is to make this research or inspiration an easier and more entertaining experience.
Power inspiration from the search box
Taking into account that initial phase search of inspiration and discovery of the catalogue, TOUS has worked hand in hand with , experts in search technology for eCommerce, to create an authentic conversation between the customer and the online store. Taking into special consideration the values of the firm, the ultimate goal is for said conversation to take place in a pleasant, pleasant and, above all, fun way.
In the new experience, search suggestions follow the prompt: ‘What are you looking for?’ On the one hand, we find written suggestions, which help define what the client has in his head or even that he does not even have to write what he is looking for. On the other hand, we find a panel of visual hints, with image and product information. This is one of the most important novelties of the new search and it makes the experience not only located in the search box but also expands throughout the page to get the most out of the catalog. In this way, the product recommendations that are working best are shown so that, not only can you find what you are looking for, but also discover everything that said catalog can offer.
Visual suggestions make up product carousels based on the type of recommendation
- most wanted: Recommendations based on search trends.
- You’ve seen: Suggestions about previously searched products.
- Related to your searches: Recommendations on products related to previous searches.
This map of products intended to guide the consumer, inspire him and promote discovery, is returned thanks to the behavior patterns of other users and of the client himself. But at no time is your data stored or used, it is a personalization privacy-first where the search patterns are recorded in local memory, in the user’s own browser.
And it is that, when it comes to redesigning the search, for Tous the most important thing has been to maintain the trust of its customers. With adapted content and a groundbreaking and inspiring experience, but without invading privacy or generating a feeling of being followed. In fact, the search engine itself offers the possibility of deactivating previous search suggestions if the user so wishes.
Chat with results page
Once the search is done, results gridthe user can refine and interact with the catalog quickly and easily through tags and filters. The most innovative element from your previous results page experience are these tags () that act as a filter at the top. Thus, for example, for a search with the word ‘bracelet’, the user can refine their search intention directing the results instantly towards anklets, gold bracelets, silver bracelets or even discover the vermeil rosé trend, rose gold, within that category.
In this way, the consumer is the one who positions himself in the experience center and Tous.com manages to guide, recommend and suggest you. But, in addition, it makes him a participant, it is the client who selects here and there what interests him, and has fun while searching and discovering.
Regardless of the different search intentions From each client, the lesson of Tous.com and its search engine is that, beyond pursuing the long-awaited conversion, dialogue is enhanced in an entertaining way and the maximum use is made of the catalogue. It is about inspiring the customer, offering him what he is really looking for or even making him discover new products.
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