An old-school system that required manual tuning and optimizing had no place in the new Staples. Doing that job right, at scale, would no doubt require a dramatic expansion of the workforce. The company needed a way to automate some of the work involved in surfacing the relevant products that Staples’ customers were searching for. Its legacy system didn’t take into account consumer behavior on the Staples sites or the wider web.
The company needed a way to automate some of the work involved in surfacing the relevant products that Staples’ customers were searching for. Its legacy system didn’t take into account consumer behavior on the Staples sites or the wider web.
Staples set about finding a data-driven answer that provided personalization and relevance at scale. In a three-way, headto-head- to-head test, across their various sites, it pitted Bloomreach Search and Merchandising (brSM) against its legacy system and another competitor. The Staples team compared revenue per visit (RPV) and conversion rates and the answer was clear.
brSM delivered more than a revenue boost. Bloomreach’s algorithms enabled Staples to successfully manage the tremendous increase in product listings on its sites without additional manual effort.
With a deep understanding of natural language, brSM understands how customers search and combines that with contextual behavioral data to make sure the right products are seen in the right oder for the right person. With brSM, the amount of manual rule writing required was dramatically reduced.
Being freed from the time-consuming rule writing has allowed the Staples team to focus on higher-level problems and more creative solutions.
We definitely get the sense that we are tackling more bigger-picture problems, like how do we drive product discovery and expose users to new categories, new products, new services,” said Gribbel. “We’re less focused on the day-to-day manual effort. It also helps us provide a better career path for the folks on our team that have traditionally been doing this really manual work.