Sur La Table Launches Solution to Enhance Customers’ Omnichannel Experience

The daily traffic to SurLaTable.com surpasses all physical stores combined
August 11, 2016Andrea Lillo

Sur La TableAUSTIN, Texas—Sur La Table looks to bridge online, mobile and in-store product discovery with the implementation of Edgecase’s Adaptive Navigation Solution, which uses cleansed and enriched product attributes to offer an easier and more inspired way to help consumers find the right product online.

For Sur La Table, in-store sales are greater than online sales, it said, but more of its customers experience its brand online than in-store, and the daily traffic to SurLaTable.com surpasses daily visitors to all of the retailer’s physical stores combined. The Edgecase solution makes navigating the full selection of products more efficient and ensures all relevant product options are presented, Edgecase said. The insights that detail how shoppers think about products will help optimize product data and navigation, as well as merchandising strategies and content.

Sur La Table’s partnership with Edgecase solves four key problems by: expanding and cleansing Sur la Table’s product data to most accurately represent what is unique and compelling about each product; presenting a more shopper-friendly product vocabulary to the online customer, one that better aligns with how shoppers might speak about a product to a store associate; offering category level filters that leverage more “humanized” product data to make it easy for shoppers to find what they want; and making product data and filter improvements simpler using clear intelligence, showing which attributes most impact product discovery and sales.

“Given the impact our online experience has on the sales in all channels, we know it’s critical that we continue to improve our online experience for the benefit of our customers regardless of the channel in which they ultimately complete the purchase,” said Kevin Ertell, senior vice president of digital at Sur La Table. “The Edgecase investment is expected to improve product browsing and discoverability considerably and will have a positive effect on the entire sales process.”

To develop refreshed product attributes, the Edgecase solution for Sur La Table leverages its original product attributes while also translating rich information nested in product detail pages and best practices understood from selling in-store. Now, Sur La Table can offer its customers the ability to shop by important preferences such as “cooktop type” or “dishwasher safe.”

Sur La Table is “laser-focused on the best way to differentiate with both products and customer experience,” said Susanne Bowen, CEO, Edgecase. “With enriched product data specifically aligned to their shoppers’ vernacular, Sur la Table will deliver the best online experience possible. Product data is often a difficult part of this the experience equation. We are thrilled that our technology is a part of Sur La Table’s solution.”

Andrea LilloAndrea Lillo | Fashion Editor
alillo@hfnmag.com

Andrea Lillo has written about a variety of topics, from beer gardens in Queens to kitchen design trends to residential caves. Having joined Home Furnishings News in 2006, she serves as Fashion Editor.

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