Known as a resource for professional and hobbyist metalworkers, Travers Tool Co. Inc. had a problem. Consumers were telling the retailer it couldn’t find items on its e-commerce site as easily as they could in its print catalog. Given that the site offered a search box, those complaints represented a clear sign that that the search tool, which was supplied with its information management software, wasn’t working.
But that wasn't the only problem Travers Tool, No. 826 in Internet Retailer's Second 500 Guide, needed to solve. The new search tool needed to connect to its back office system that manages the flow of inventory and tracks product costs to the search tool.
Connecting Travers Tool’s order entry system to the e-commerce site was critical because the retailer wanted to provide consumers with up-to-date search results on prices and inventory, says Bruce Zolot, Travers Tool president. However, the back office system was not ideal for a high-volume, e-commerce site, EasyAsk says. With more than 100,000 SKUs, that limitation could impede sales. Travers Tool also wanted a faster and easier tool for site search.
EasyAsk was able to fix both problems by integrating its technology into Travers Tool’s e-commerce and back office systems. The site search tool now supports multiple search methods, such as the ability to view results within a category and narrow the results to specific items using a single results page, and recognizing synonyms for search terms common to the metalworking industry. The results also reflect the current pricing and inventory amounts.
Since implementing the EasyAsk search tool in April 2010, Travers Tool average order size is up 12% and its orders placed per day increased 6%.
“EasyAsk lets customers search our site they way they want and not waste time learning how to search,” Zolot says. “We’re already seeing improvement and we expect even stronger results as we continue to build our more features.”