Tower expands Endeca online search technology
After a successful test of Endeca InFront’s guided navigation solution at its online video/DVD store, Tower Records has expanded the relationship to cover its music and classical online store as well. Under the agreement, Endeca’s solution will provide search, navigation and dynamic merchandising functions covering the more than half-million titles on the Tower sites.
Over a 16-month period, implementation of Endeca`s InFront technology on Tower’s video/DVD site increased the number of orders for videos by 19% and sales volume by 29%. Conversion rates rose by 8.5%, average order size increased 28% over the same period the previous year, and shoppers stayed on the site 14% longer. In addition, the company says, gross margins have increased as improved search and navigation functions provide more exposure for "bargains" as will as higher margin -- and previously harder to find -- "back catalog" items on the site.
In a recent customer service survey, 86% of Tower online shoppers polled ranked the video/DVD site powered by Endeca as an eight or above on a scale of 10 for improvement. "The success we’ve experienced from both a business and customer satisfaction standpoint by using Endeca InFront in our DVD store made it compelling to extend to our music and classical stores," says Mark Bressler, managing director of Tower Direct. "The technology is the best we’ve seen in its ability to present our catalog of more than 500,000 titles in an organized way so that our customers can quickly and easily find merchandise and make purchases."
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