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Andertons revamps e-commerce management

By Retail Technology | Thursday June 20 2013

E-commerce specialists collaborate to launch e-commerce search, navigation and merchandising solution for online musician’s superstore

Andertons Music Company recently engaged e-commerce agency, Metakinetic and EasyAsk, the natural language search technology provider, to plan and implement a new site search, navigation and merchandising system.

The requirement to replace the previous third-party search software was identified by Metakinetic as part of the ongoing strategic e-commerce consultancy that it provides to the online music and guitar superstore.

The system from EasyAsk has been rapidly deployed as a software-as-a-service (SaaS) solution, enabling Andertons to centralise onsite search, navigation and merchandising functions. Using natural language processing (NLP), the system allows Andertons to give its website visitors an easy and intuitive way to navigate the site, helping them to easily find products they are searching for.

Tapping into unstructured data
 
It taps into the unstructured product data used within the Andertons e-commerce website, including description and name metadata, to provide visitors with relevant results that not only use word, phrase and attribute matching, but that have a real understanding of what the user is searching for. 

The providers said this means that visitors to the site searching who are searching for a blue guitar are not going to miss out on the beautiful Fender Eric Johnson Stratocaster in Tropical Turquoise. And visitors can specify constraints such as a budget limit or exclusions, such as colour or brand.

Lee Anderton, managing director of Andertons, commented: “We’re very pleased to have found EasyAsk. It is a solution that helps us to improve our product ‘findability’ to this extent. We now have faceted navigation, which is essential when working with such a large product catalogue.”

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