[WEBINAR] Winning in B2B e-commerce: How ibSupply grew Site Search revenue by 40%

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Monal PatelSVP & CBO, Unbxd

Harley ThomasSr. Director, Corporate & Digital

Marketing, ibSUPPLY.COM

GUEST SPEAKER PRESENTER

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MEET TODAY’S SPEAKERS

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Harley H. Thomas is a Senior Director of Corporate and Digital marketing at ibSupply. An award-winning, customer-centered marketing executive, Harley lends his strategic expertise to drive business development and marketing communication functions that increases brand awareness and ensures revenue growth. He is also the host for ibSupply’s Blind Living Radio Podcast and has over 25 years of experience in the e-commerce and retail industry.

Harley Thomas - Sr. Director, Corporate & Digital Marketing - ibSupply.com

MEET TODAY’S SPEAKERS

At Unbxd, Monal helps eCommerce companies solve their product discovery problems and create growth by providing new and improved approaches to decision making. Monal has 15+ years of experience in the software & retail industry and is a seasoned speaker at major eCommerce events like Etail West, MivaCon, Fashion Digital, Etail East, etc. Monal holds a Masters degree in Engineering from the University of Southern California.

Monal Patel - SVP & CBO UNBXD Inc.

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ABOUT UNBXDLEADING PRODUCT DISCOVERY PLATFORM FOR ECOMMERCE

1200+ eTail customers in over 40 countries. 400+ eTail customers in US.Over 1.5 Billion Interactions/Month

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CUSTOM

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On ibSupply and site search The higher stakes of B2B site search Unbxd’s Site Search solution Evaluating and choosing a site search technology partner Meeting consumer expectations in the B2B world

AGENDA

Leading office and industrial supplies online retailer operated by ibMilwaukee, which was founded in 1952.

$100M revenue. Over 13 stores across different parts of the USA

Significant portion of repeat customers are from the US Government and Military

Launched online store (earlier BaseSupply.com) in 2001

ABOUT ibSUPPLY

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Why did investing in site search become so important?

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B2B SITE SEARCH HASHIGHER STAKES

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Our customers are buyers not shoppers

Extremely high lost opportunity cost

Essential to engage potential buyers

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THE GOAL Delivering a robust search experience at scale, specifically for B2B buyers

What are the key changes that improved site search experience on ibSupply.com?

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THE SOLUTION

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DELIVERING THE BEST B2B SITE SEARCH EXPERIENCE ON ibSUPPLY.COM

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Addressing Unique B2B Buyer Behavior

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OPTIMIZING THE SEARCH EXPERIENCE FOR REPEAT BUYERS

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Problem: Part number searches not supported by standard search platforms

What we did with Unbxd: Supporting part number searches with Intelligent Visual Autocomplete

Accomodating multiple errors and variations common with part number searches

Reducing the buyer’s path to purchase with Intelligent Visual Autocomplete

Part Number Search

ENABLING EASIER DECISION MAKING FOR B2B BUYERS

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Problem: Numerous product choices with only slight variation in specifications

What we did with Unbxd: Helping buyers make informed decisions with relevant and dynamic facets and filters Assisting buyers in identifying

important comparison parameters Reaching the right products faster

with easy drill down

Customized Filters for the Searched Query

An End-to-End Superior Site Search Experience at Scale

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AN END-TO-END SUPERIOR SEARCH EXPERIENCE AT SCALE

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Connecting buyers to the right products

Helping buyers reach these products faster Seamless search experience at scale

HOW UNBXD’S TECHNOLOGYWORKS

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ENHANCING PRODUCT DATA TO IMPROVE SEARCH RELEVANCE

Examples of Crucial Meta Data in Product Descriptions

Product data now made searchable: Thickness property type : Thin Visual property type : Transparent Weight type : Lightweight

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MACHINE LEARNING ALGORITHMS MATCH SEARCH QUERY TO SHOPPER INTENT

Shopper searches for “Logitech Black Wireless Keyboard”

Stage 1: Query gets split into Logitech ‘Black’ ‘wireless’ ‘Keyboard’

Logitech ‘Black’ ‘wireless’ ‘Keyboard’Stage 2: Processing & Data Enrichment

Keyboard : Product TypeBlack : Color AttributeWireless : Product AttributeLogitech : Product Brand

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UNDERSTAND SHOPPER INTENT BY LEVERAGING DIFFERENT QUERY PARAMETERS

Query Spectrum

Exact Search Product Type Symptom Non Product Search

Query Qualifier

Feature

Thematic

Relational

Compatibility

SubjectiveQuery Structure

Slang, Abbreviation & Symbol Search – ‘MTB’ for “Mountain bikes” Implicit – Search for “brown tops” when in “women’s” category Natural Language – “Women’s Dresses for Office”

– “Kitchenaid mixer”– “Women’s Tshirt”– “Diabetes”– “Free shipping”

– “Black dresses”– “Party tops”– “Michael Kors Miranda collection”– “Moto X case”– “High quality speakers”

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UNBXD’S MACHINE LEARNING ENGINE CONSTANTLY SELF-LEARNS AND OPTIMIZES YOUR SEARCH

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ELIMINATE ZERO RESULT PAGES WITH AUTOMATED, MULTI-WORD SPELL CHECK CORRECTION

Unbxd : A Successful Technology Partner For ibSupply.Com

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RESULTS: B2B SITE SEARCH DIRECTLY DRIVES REVENUE GROWTH AT SCALE

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“I don’t look at Unbxd as just a technology platform. It’s a partnership to develop my

business, which ultimately means we’re meeting our customer’s needs better and

faster. This partnership helps us focus on our core business.” – Harley Thomas

40% INCREASE IN TOTAL REVENUE FROM SITE SEARCH

35% INCREASE IN REVENUE PERSEARCH SESSION

22% INCREASE IN SEARCH CONVERSION RATE

11% INCREASE IN AVERAGEORDERVALUE

POLL

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What made you choose Unbxd?

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MANAGING SITE SEARCH INTERNALLY: NOT FEASIBLE ANYMORE

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We realized working on SOLR would require:

Extensive manual configurations on an ongoing basis

Involvement of a full-time dedicated resource

Months of programming and still we might not be able to deliver the expected search experience

WHY UNBXD STOOD OUT DURING THE EVALUATION PROCESS

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Superior technology solution

Strong engineering-focused sales team

Added great value to our B2B business with consultative, solution-oriented approach

Experience Before and After Unbxd

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INFLUENCING PRODUCT RANKINGS IN SEARCH RESULTS TO MEET BUSINESS GOALS

Easily set up Boost/Bury rules based on product parameters

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AUTOMATICALLY REDIRECT SEARCH QUERIES TO YOUR CATEGORY PAGES

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ACTIONABLE INSIGHTS TO CONSTANTLY OPTIMIZE FOR USABILITY AND REVENUE GROWTH

Clear overview of how search is impacting your topline

growth

Drill-down to spot missed opportunities at each stage of

the conversion funnel

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DEDICATED CUSTOMER SUCCESS TEAM

Pro-active involvement to help us achieve the desired outcome

Quick response time

MEETING CONSUMER EXPECTATIONS IN THE B2B WORLD

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GIVE THEM WHAT THEY WANT

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60% B2B buyers said they’d like better site search on suppliers’ e-commerce sites

GIVE THEM WHAT THEY WANT

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83% B2B buyers like to research products on sellers’ websites (Google being their second choice)

QUESTIONS?

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THANK YOU!MONAL PATELmonal@unbxd.com302-276-4673

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