Electrical wholesaler Sparky Direct is Merchandising Cloud's latest Australian client, enable the full suite of Personalized Search, Smart Collections, and Recommendations on their Neto store
The Challenge
Sparky Direct, a family-owned electrical wholesaler based in Brisbane, Australia, has a customer base of almost a quarter of a million – and growing.
Established in 2005, those behind the business started their journey determined to change the way people purchased electrical products. Their mission? To offer everyone the best price up front, regardless of quantity or profession.
The result was a trusted electrical wholesaler, driven by director Andrew Aranovitch, that saves shoppers time and money by offering them easily purchased items at the best possible prices.
Enhancing their offering even further, Sparky Direct recently integrated the full Merchandising Cloud suite on their site (lovingly designed by Peter Harback from Online Retail Guy) – ensuring their customers have the best possible search experiences so they can find, and purchase, the items they want to buy.
The Solution
What is Merchandising Cloud and what does it do?
Merchandising Cloud is a leading ecommerce tool which uses advanced AI and machine-learning algorithms to change the order in which each individual shopper sees each product – meaning each user has the most optimized personalized journey, without the need for any manual work.
This personalization software helps ecommerce merchants increase revenue, increase conversion, optimize speed, and improve UX for an optimized ecommerce purchase journey.
Merchandising Cloud Search in operation on Brisbane-based store Sparky Direct.
How do Merchandising Cloud solutions benefit online retailers?
Customers of Sparky Direct’s online store, which is hosted on the Neto platform, will now be interacting with Merchandising Cloud technology when they search, browse collections, and view recommendations.
The most popular Merchandising Cloud solution is Personalized Search, which enables online shoppers to find their preferred items quicker and easier. An advanced AI-powered algorithm learns the preferences of individual shoppers, and re-orders products based on what those shoppers are most likely to buy.
The Smart Collections solution offers similar benefits to Personalized Search, but for collections instead of search.
Personalized product rankings again ensure customers are shown the items that are most relevant to them as individuals, while sorting functionality and dynamic filters give shoppers the tools they need to narrow down the products in a collection according to their preferences.
Meanwhile, the Recommendations solution includes displays such as hot sellers, recently viewed items, and newest products, allowing retailers to maximize their online store’s upsell and cross-sell capabilities without having to manually curate the products shown, as Merchandising Cloud recommendations are automatically populated based on the actual shoppers behaviour on the website. “
The Results
Fully customized Autocomplete and Search functions
While Merchandising Cloud offers out-of-the-box solutions, it also provides customization services – tailoring the look and feel of the solutions to suit each specific client.
In the case of Sparky Direct, Merchandising Cloud carried out a number of interesting customizations.
Their version of the Autocomplete functionality, for example, is larger, showing bigger product images with more visible prices, and features customized alignment to increase conversion rates from the first search, while colour and styling is aligned with their brand tonality.
Their product cards include reviews, stickers, and video icons, while on the search page they also showcase customized filters, filter design, and sorting options.
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