We talk a lot on this blog about how site search can help retailers improve conversions, merchandise products better and increase average order value. Some retailers have also launched new successful product lines using site search. Because of keywords that kept popping up, that were different from what visitors normally search for, our online retail client Lovehoney, based in the UK, was able to launch a new product line branded for the soon-to-be popular “Fifty Shakes of Grey” phenomenon – before anyone else knew it was a big deal.
Lovehoney, the UK’s largest retailer of adult toys, figured out that its customers were big fans of the 50 Shades of Grey book series, long before the books were heavily covered in the media. Matt Curry, the head of e-commerce for Lovehoney, and his colleagues, looked at keyword search data from Learning Search, and noticed that customers were searching for the name of the books as well as some of adult products mentioned within – terms they had never seen or heard of before.
Sensing demand for 50 Shades-themed products, Lovehoney quickly reached out to its buyers to stock up on relevant items, and also did a partnership deal with the books’ author to become the exclusive distributor for a line of 50 Shades of Grey merchandise. On top of that e-commerce breakthrough, Lovehoney is also reaping the benefits of Learning Search – the conversion rate for site search users is four times that of non-site search users, and average revenue per visit is 15% higher for site search users as well.
Lovehoney has a great story to tell about its ongoing success, and we’re happy to have played a part. You can listen to their recent webinar and hear more about how site search has helped their business grow.
