The search engine is one of the tools that, if integrated with profiling and personalization systems , can allow us to collect perfect information to segment users. In fact, what can be more precise regarding a user's purchasing intentions than an explicit search for a product?
Native internal search engines are, in many ways, often inadequate and require a level of refinement and maintenance that cannot be addressed manually. They are also totally lacking in one fundamental aspect, namely being able to work with different product selection algorithms for different customer segments, so as to increase the relevance of the results shown.
Are all users who search for the same keyword the same?
Certainly not, segmenting them and being able to offer them different types of results can make a huge difference. It is at this stage that it becomes essential to be able to integrate search with profiling systems based on artificial intelligence , which will be able to recognize our users and learn from their behavior, improving search results over time. Let's look at three concrete examples of algorithms that can be used with different types of users:
Is the searcher an anonymous user at his first visit? We could use an algorithm linked to the most popular products, possibly conditioning the result based on our product rotation or list of australia consumer email commercial management policies (for example, showing popular products with high stock first, or not showing products of which we have a particularly low stock).
Is the searcher a user, always anonymous, who has a browsing history or comes from specific product campaigns? In this case I can use an algorithm that gives prevalence to results based on his browsing history, for example showing as first results those based on his previous browsing.
Is the searcher a customer, perhaps a VIP, who always buys high-end products? The right choice in this case could be not to show results for low-end products so as not to lower their perception of our store and at the same time increase the probability that their average cart will continue to be high.
As you can see, internal search is in all respects an integral and primary part in building a coherent user experience. However, in order to correctly integrate this tool into our personalized marketing strategy, it is essential to equip ourselves with a technology that is able to recognize users and apply different strategies in real time in showing the results.
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