Global eCommerce companies are missing significant opportunities to improve the effectiveness, reach and return of their marketing and sales programs, according to a new survey of 160 global retail organizations conducted by SLI Systems (www.sli-systems.com) (NZX: SLI).
While online retailers’ top priorities for 2014 are their e-commerce platform, site search and SEO, followed closely by mobile and customer-focused analytics, 57 percent admit to not utilizing their site search reports and information to enhance marketing programs, a new survey found.
The poll conducted by SLI Systems on 160 global retail organizations from 18 September to 5 October showed that only 25 percent of retailers say they integrate site search data into email marketing campaigns to better customize offers for customers.
Only 27 percent are creating SEO landing pages populated with site search results and custom banners, 13 percent taking advantage of site search to power mobile search, and 11 percent integrating site search with various social media channels to improve amplification.
Half of respondents say they are not doing more with site search to enhance marketing and sales programs due to limited resources, while nearly 30 percent say they just aren’t sure how to do it, and 10 percent cite their existing site search solution does not allow for integration with marketing programs.
"Retailers know site search is a must-have element of any online business approach. But they should also be aware of the rich benefits site search can provide to marketing and sales strategies," said Geoff Brash, co-founder of SLI Systems. "Using the right site search solution, retailers can glean valuable insights on visitor habits and buying behavior to help them deliver a richer user experience – which, in turn, encourages a purchase."
However, the survey also found that 28 percent of respondents are making smarter decisions related to inventory selection using site search data, 26 percent are using site search data to enhance customer service and 18% are using it to augment predictive analytics practices.
When asked which site search features they have already implemented to augment the relevancy of results, the majority of retailers cited they have not implemented features such as Auto-complete with graphics (55 percent), Mouse-over pop-ups (59 percent), Personalized Search History (64 percent), Refinements (43 percent) or a Floating Search Bar (80 percent).
The good news is, nearly half (47 percent) are planning to change their ways – and will work to incorporate more features, functionality and data gleaned from site search to enhance marketing programs in the coming new year. And, 37 percent say they will work to do more with site search to help their marketing efforts during the 2013 holiday season.