Nebraska Furniture Mart Upgrades Web Search
Nebraska Furniture Mart Adds SLI Systems Technology to Reduce Complaints, Improve Merchandising
February 2008
Nebraska Furniture Mart is using new search technology from SLI Systems, Cupertino, Calif., on its Web site, www.nfm.com , that has made it easier for customers to find what they want and has aided the retailer’s merchandising efforts.
The technology, which is called Learning Search, replaces internally developed technology that had limited functionality. In an announcement released by SLI Systems, NFM Internet Marketing Manager Jeff Douglas said the technology has reduced complaints from customers who couldn’t find what they wanted on the retailer’s Web site. Also, its reporting features provide detailed information about the search terms visitors use.
“Knowing what search terms are used on our site and what products generate interest is really useful to our marketing and merchandising efforts,” Douglas said. “For example, before we implemented Learning Search, we had no idea how popular the ‘Microsoft Zune Player’ was among our customers. Without the search data we were missing out on a big opportunity to sell this product to our visitors as we hadn’t yet added it to the site. Likewise, it’s also great to know what terms don’t generate good results, because that means we either need to add new products to our inventory or change the way our products are described so they match those search terms. None of this information was provided from our in-house-developed search tool, and as a result our marketing efforts weren’t as effective as they could have been.”
NFM, Omaha, Neb., operates the nation’s largest volume home furnishings stores with more than 450,000 square feet of retail space at each location.
The technology, which is called Learning Search, replaces internally developed technology that had limited functionality. In an announcement released by SLI Systems, NFM Internet Marketing Manager Jeff Douglas said the technology has reduced complaints from customers who couldn’t find what they wanted on the retailer’s Web site. Also, its reporting features provide detailed information about the search terms visitors use.
“Knowing what search terms are used on our site and what products generate interest is really useful to our marketing and merchandising efforts,” Douglas said. “For example, before we implemented Learning Search, we had no idea how popular the ‘Microsoft Zune Player’ was among our customers. Without the search data we were missing out on a big opportunity to sell this product to our visitors as we hadn’t yet added it to the site. Likewise, it’s also great to know what terms don’t generate good results, because that means we either need to add new products to our inventory or change the way our products are described so they match those search terms. None of this information was provided from our in-house-developed search tool, and as a result our marketing efforts weren’t as effective as they could have been.”
NFM, Omaha, Neb., operates the nation’s largest volume home furnishings stores with more than 450,000 square feet of retail space at each location.
