{"id":6680,"date":"2024-03-01T16:30:36","date_gmt":"2024-03-01T16:30:36","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/how-sur-la-table-uses-ai-to-power-customer-experience\/"},"modified":"2024-03-01T16:30:36","modified_gmt":"2024-03-01T16:30:36","slug":"how-sur-la-table-uses-ai-to-power-customer-experience","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/how-sur-la-table-uses-ai-to-power-customer-experience\/","title":{"rendered":"How Sur La Table uses AI to power customer experience"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>National retailer Sur La Table draws customers to physical locations with cooking classes and a wide selection of high-end kitchenware to shop. Now, the company\u2019s customer experience is similarly optimized online with a new AI tool that aids in product discovery and identifying ecommerce opportunities to boost sales.<\/p>\n<p>In 2023, Sur La Table implemented Bloomreach\u2019s Discovery tool, which uses AI to improve site search, curate product pages and segment customers. It\u2019s designed for enterprise organizations, but can also be managed by small teams within those businesses, making Discovery feasible for Sur La Table.<\/p>\n<p>\u201cWe wanted to build around driving growth with a very lean team and becoming data-centric,\u201d said Chadwick Radaz, director at Sur La Table. \u201cWe had data coming in from all touchpoints, and now we\u2019re moving toward a lean data-centric path that utilizes the AI technology and makes it really scalable and efficient.\u201d<\/p>\n<p><!-- \/1038259\/MT_Post-text --><\/p>\n<p>The company has two site merchandisers, as well as a data analytics team, all using insights from Discovery to improve the customer experience on Sur La Table\u2019s website. The retailer\u2019s ecommerce platform has 7,000 products to choose from and show customers.<\/p>\n<p><strong><em>Dig deeper: <a rel=\"nofollow noopener\" href=\"https:\/\/martech.org\/scaling-personalized-experiences-from-anonymity-to-insight\/\" target=\"_blank\">Scaling personalized experiences from anonymity to insight<\/a><\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-using-predictive-analytics-to-improve-site-search\">Using predictive analytics to improve site search<\/h2>\n<p>The integration of Discovery is managed by the company\u2019s merchandising team. It\u2019s their job to show customers products they\u2019re likely to buy, and AI predictive analytics helps with this task.<\/p>\n<p>\u201cSearch queries were a big opportunity for us,\u201d said Radaz. \u201cMerchandisers can do a great job of generating search results for the top 50, but that long tail was really a great opportunity.\u201d<\/p>\n<p>He added: \u201cThe integration gives them the tools to work really smart. They really lean on the predictive analytics to drive the majority of merchandising decisions, but then the tool also identifies great opportunities to help improve overall product discoverability.\u201d<\/p>\n<p>Before the implementation, the team was using a tool in their web platform to identify the website\u2019s top product searches. This didn\u2019t identify the less-popular products that were what customers or customer segments were looking to buy.<\/p>\n<p>\u201c[The Bloomreach tool] ranks by biggest opportunities and lets you know these are the best actions you can take to really drive incrementality,\u201d said Radaz. \u201cThen you go back and see if it actually did that. So it\u2019s utilizing predictive analytics but then quantifying as the actions are being taken.\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-category-landing-pages-and-product-recommendations\">Category landing pages and product recommendations<\/h2>\n<p>The new tool let the team expand to category landing pages and product recommendations \u2014 both ongoing projects.<\/p>\n<p>\u201cWe saw great results, so we\u2019ve incorporated product recommendations, which are on our product pages, offering similar items [customers] might also like,\u201d Radaz said.<\/p>\n<p>He added: \u201cThe data learnings that we\u2019re getting for the surfaced opportunities, these are really opportunities for us to work with marketers, especially when we see newly trending search queries. Are we in that assortment [of products] or can we be in that assortment? So it\u2019s really driving merchandising decisions as well as marketing opportunities to sort of pull back and create new campaign ideas for these new audiences we\u2019re identifying based on the trends we\u2019re seeing.\u201d<\/p>\n<h2 class=\"wp-block-heading\" id=\"h-evolving-roles-for-marketers\">Evolving roles for marketers<\/h2>\n<p>The AI tool generates a high volume of data, allowing it to find many more actions that can improve customer experience. Before adopting it, the team simply wouldn\u2019t have known about many of these trending products. Now they can accommodate customer interest by creating new product pages and recommendations.<\/p>\n<p>\u201cMy goal for the site merchandising team is really to drive the add-to-cart [metric], and that can come from the right traffic and it can come from the right assortment,\u201d said Radaz. \u201cAnd it can actually free them up from the time they used to spend manually assorting, to move to where they can now curate the content where they know customers are falling off in their journey.\u201d<\/p>\n<p>Organizationally, the merchandisers are the keepers of the data generated by Discovery. However, the data is also distributed to colleagues in marketing and analytics helping with decisions about campaigns and broader initiatives. Data analytics was previously caught in the weeds in the customer experience decisions that merchandisers handle. Now, they\u2019re able to focus on broader metrics like customer lifetime value.<\/p>\n<p>In addition to add-to-cart, the other KPI Radaz is tracking is revenue-per-visitor.<\/p>\n<p>\u201cWe know that it\u2019s working because we\u2019re constantly outdoing ourselves as the machine is continuously learning and refining what our customers do,\u201d said Radaz.<\/p>\n<p>The company recently concluded its first holiday season with the solution and is about to hit the anniversary of the AI implementation. Year-over-year, the marketing team is achieving a 4% increase in add-to-cart for customers clicking through product category pages.<\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 col-lg-3 col-xl-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Get MarTech! Daily. Free. In your inbox.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><!-- END INLINE FORM -->\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/martech.org\/how-sur-la-table-uses-ai-to-power-customer-experience\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>National retailer Sur La Table draws customers to physical locations with cooking classes and a wide selection of high-end kitchenware to shop. Now, the company\u2019s customer experience is similarly optimized online with a new AI tool that aids in product discovery and identifying ecommerce opportunities to boost sales. In 2023, Sur La Table implemented Bloomreach\u2019s [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":6681,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-6680","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.8 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How Sur La Table uses AI to power customer experience - OK Design<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/okdesign.ca\/en\/how-sur-la-table-uses-ai-to-power-customer-experience\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How Sur La Table uses AI to power customer experience\" \/>\n<meta property=\"og:description\" content=\"National retailer Sur La Table draws customers to physical locations with cooking classes and a wide selection of high-end kitchenware to shop. 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