How Your Search Box Can Inform Marketing Strategy

This is clearly a missed opportunity. Weekly or even daily reports on top search phrases can guide your decisions on what products to focus on for merchandising. Reports on "no results" pages can uncover products people want that you may not have, but could start offering in response to demand. For example, U.K. retailer Lovehoney became the exclusive distributor for a line of "50 Shades of Grey" merchandise due to a high number of searches for products that matched items in the popular book before it became a mainstream hit. Search data is also useful for knowing keywords to add to press releases and web pages for maximum SEO. The following are examples of retailers who are using site search data to make an impact on their marketing and merchandising efforts.