Fashion
UK hair and beauty store Nandi Nicole installs Merchandising Cloud
The Challenge
Ashley Broderick, founder of Nandi Nicole, created the brand following her own struggles to find the right products for her.
“I’ve always had really complex, sensitive skin. Dry skin, lots of acne, hyperpigmentation, oily skin… Spending endless amounts of money trying to find the right products that were not going to harm my skin even more. Then, with hair, I’ve always been interested in keeping healthy hair, trying to maintain it myself,” she explains.
“When I think about black people, I don’t think about one kind of person, I think about the fact that we have so much diversity, so many shades, so many textures in our cultures. Even my own sister, we have different skin texture and different hair texture. Nandi Nicole is really about embracing all of that.”
Ms. Broderick prides herself in the fact that Nandi Nicole is a black-owned company providing a diverse range of products in order to further empower modern-day females of every shade with hair of every texture.
“Our hair is worthy to exist at school and at work. We are worthy of having good quality products,” she said.
Top search and personalization service Merchandising Cloud is now complementing Nandi Nicole’s offering of high quality goods with the addition of its Personalized Search and Recommendations solutions.
The Solution
Following an integration with Merchandising Cloud, Maropost’s solutions are now running on Nandi Nicole’s online site, which runs on WooCommerce, improving the purchase journey by helping shoppers find their preferred items quicker and easier.
The Results
With the Personalized Search ecommerce tool, there are two aspects – search accuracy, and personalization.
Accuracy is about precision and recall – making the search as smart as possible so that it can return relevant results to the shopper putting in the query. This includes an autocomplete, predicting what they will type as they’re typing, meaning fewer keystrokes for the user.
Merchandising Cloud’s fast and reliable autocomplete solution in operation on Nandi Nicole’s WooCommerce-powered store.
Other aspects include Natural Language Processing – the search being able to tell the difference between products and attributes.
An effective search should also include spelling tolerance, ensuring shoppers get relevant results even if they make a typo, and a zero results workaround – ensuring relevant products come up even if the exact query searched for is not present.
Personalization, then, is all about the AI algorithm which analyzes the behaviour of the shopper and learns, in real time, what their preferences are – search results are ranked in order of preference. So, if the algorithm learns the shopper frequently needs LED lights, or has a preference for a certain colour, this is what they will see more of.
The Recommendations solution, then, identifies ‘Hot Sellers’, ‘Recently Viewed Items’, ‘Frequently Bought Together’, ‘Customers Who Viewed This Ultimately Bought’, and ‘Newest Products’. This reliable ecommerce tool allows retailers to maximize their online store’s upsell and cross-sell capabilities without having to manually curate the products shown.
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