Google has launched a new solution for retailers, enabling Google-quality search functionality on their own digital platforms.
Google Cloud Retail Search leverages Google’s understanding of user intent and context to provide customisable search features tailored to individual need – with the aim being to improve the shopping experience for customers.
“Providing quality search results is an industry-wide challenge,” said Srikanth Belwadi, Group Product Manager at Google Cloud. “While traditional search platforms are keyword-based, Google’s semantic understanding of query intent enables retailers to dramatically improve experiences for customers with learning-based search. Retail Search helps get shoppers what they want faster, leading to higher conversion rates and happier consumers.”
The solution is aimed at eliminating the problem of search abandonment, the phenomenon whereby poor search results lead to customers abandoning websites – with a knock-on impact on sales and brand loyalty. A Google-commissioned study suggested that search abandonment cost retailers over $300bn a year in the United States.
Understanding Consumer Intent
Retail Search uses machine learning to improve search results in real-time, understanding consumer intent to map purchasing intent with product inventory across retailer websites and apps. The solution also offers means to improve the search experience, including auto-complete, personalised results, and relevant promotions.
“Understanding our customers’ needs and being able to deliver results seamlessly is critical to providing an enjoyable shopping experience,” said Jilberto Soto, director of product management, search at Macy’s, a Google customer. “After a successful pilot which showed improved click-through rates and revenue per visit, we are excited to partner more closely with Google Cloud to continue to provide the experience our customers expect.”
The solution, which is currently in private general availability, can also be combined with Google’s broader suite of product discovery solutions, including its Google Cloud Recommendations AI product and Vision Product Search. That enables the easier implementation of features such as personalised recommendations.
“With the acceleration of ecommerce and evolving consumer expectations, retailers must have access to real-time data to pivot quickly and address sudden shifts in consumer buyer behaviour,” said Dana Berg, chief operating officer, SADA, a Google partner. “The ability for retailers to provide quality search on their own digital properties fuels personalisation and contributes to an increase in conversion rates.”
