April 29, 2010, 11:30 PM

For radio retailer, site search tunes in a better shopping experience

At Discount Two-Way Radio, a web and catalog retailer of radio communications devices, an effective site search function has helped shoppers get past common problems of searching on misspelled words and out-of-date product details.

Paul Demery

Managing Editor, B2B E-commerce

At Discount Two-Way Radio, a web and catalog retailer of radio communications devices, an effective site search function has helped shoppers get past common problems of searching on misspelled words and out-of-date product details.

At Discount Two-Way Radio, a web and catalog retailer of radio communications devices, an effective site search function has helped shoppers get past common problems of searching on misspelled words and out-of-date product details, director of I.T. Alex Thompson says.

The retailer, which sells online at DiscountTwo-WayRadio.com, operates the site search feature built into its SuiteCloud web-hosted e-commerce platform from NetSuite Inc. Although it sells only about 1,000 products, searching on-site for them can be a challenge for shoppers because of radio terms that are easily misspelled and products that are frequently upgraded to new versions.

The NetSuite platform supports the retailer’s ability to accurately pull product listings from back-end databases even when consumers search for product terms that are misspelled or out of date. The site search performance has supported an improved shopping experience on DiscountTwo-WayRadio.com even as its traffic over the past two years has grown by about 66% to 30,000 unique monthly visitors, Thompson says.

He adds DiscountTwo-WayRadio.com could still improve how it deals with site searches conducted on generic terms. “When someone types in a generic term, you might get 40 products, one big mass to sift through,” he says.

But a new Learning Search site search technology provided by site search vendor SLI Systems Inc. and recently integrated into NetSuite’s SuiteCloud platform could help improve responses to generic searches, he says. SLI’s Learning Search application is designed to monitor site search and visitor shopping behavior, then present products in site search results that consumers are more likely to want to buy.  

  

 

 

 

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