Neiman Marcus Direct
BloomSearch Helps Neiman Marcus Direct Products Get Found
Neiman Marcus Direct delivers value to its customers by offering access to fashion from the world’s best designers and more importantly, by carefully curating these designers’ offerings to create a distinctive product assortment. Before BloomReach, Neiman Marcus employed a number of strategies to optimize natural search. The majority of natural search traffic came from trademarked terms (terms that include the words “Neiman Marcus”) or terms associated with a designer. Reaching potential customers with focused but less specific intent was more challenging.
“Take the example of a black patent leather pump,” says Aaron Shockey, Vice President of Digital Marketing and Advertising. “It’s a popular product among our customers, but it comes in a wide array of price points and is available from many different retailers. Because there is no way to determine whether a particular person would be interested in the type of products we sell, it’s a tough term to bid on through paid search.”
For Neiman Marcus, BloomReach’s big data marketing application, BloomSearch, provided an effective way to reach a new set of customers. In terms of year-over-year growth in site traffic, natural search has been one of the top three fastest growing channels for Neiman Marcus.
Learn more from the full Neiman Marcus success story.
You can also read some recent coverage of Neiman Marcus Direct in Internet Retailer’s Top 500 Guide Online, “Year-to-date web sales are up 19% for Neiman Marcus.”