Simplifying the Complex Process of Data Integration, Part 3

• program synonyms and aliases to map to search queries (e.g., green=olive);
• always present a result (e.g., alternative sources) to the user even if no exact matches are found — Sears Canada uses top-selling products;
• refine searches by individual product attributes — e.g., category, brand, price, color, etc.;
• ensure consistency across all products in the same category; and
• order search results to optimize shopping experience — and margin.

These steps involve a lot of hard work up front in building a data model that has the flexibility to do product or category attribute navigation, Rodrigue said. Take into consideration that data collection from your suppliers needs to be accurate — it ultimately affects your ability to sell to consumers. Present data and products in ways that consumers can browse them and make purchase decisions on what suits them best.