Luxury retailer Barneys New York relaunched its search functionality this week for Barneys.com to help consumers locate what they would like to buy, faster. The new search, created in partnership with RichRelevance, will adaptively combine consumer behavior on the site and merchant intelligence to create a personalized search experience. As consumers begin typing, the search function anticipates what they will enter and provides auto-complete options with product images. The capability, created with RichRelevance in only 8 weeks, will be built out to include targeted recommendations, reflecting an individual’s browsing and purchase behavior, in addition to relevant editorial content and campaigns. For example, content from Barney’s editorial site “The Window” will be directed at consumers in real time based on what they are searching for and where they are located.
The importance of enhanced search and recommendation capabilities cannot be underestimated; according to RichRelevance, shoppers who have engaged with the auto-complete terms convert at a rate 6x that of the average Barneys shopper, while those who engage with the product recommendations convert at 10x the average. Barneys New York has undergone a number of improvements to its digital presence in recent years, including the launch of “The Window” in 2011, an HTML 5 mobile site in 2012, and an iPad app launched in April.