Sur La Table Launches Solution to Enhance Customers’ Omnichannel Experience
August 11, 2016,
AUSTIN, 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.
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.”