September 27, 2004, 12:00 AM

How Pacific Sunwear spurred sales from site search by 25-50%

With a new site search function that gives it better control of merchandising while making site search easier for shoppers, multi-channel apparel retailer Pacific Sunwear of California Inc. has boosted its site search conversion rate by 25-50%, it says.

 

With a new site search function that gives it better control of merchandising while making site search easier for shoppers, multi-channel apparel retailer Pacific Sunwear of California Inc. has boosted its site search conversion rate by 25-50%, Stacy Clark, director of e-commerce, tells InternetRetailer.com. “We’re seeing higher conversion rates because we’re driving customers directly to our products, shortening the number of steps they have to take,” Clark says.

Pacific Sunwear is using the Atomz Commerce site search application, which is hosted by Atomz. The application, which Pacific Sunwear has been offering its online customers for about two months, replaces an earlier hosted application from Atomz. More than 30% of Pacific Sunwear’s online customers use site search as their preferred site navigation method, the retailer says.

When customers conduct a search with the new application, their search results pages display categories of links for further search and navigation. A search for shirts, for instance, will produce a results page that categorizes links among size, brand and color, Clark says.

In addition, the tool allows Pacific Sunwear to directly control the ranking of search results, she adds. If a shopper decides to search by brand, for example, the retailer can set rules so that certain brands or price points appear at the top of the rankings, Clark says.

By outsourcing the site search function to Atomz, she adds, Pacific Sunwear can better focus on merchandising and selling products. Pacific Sunwear operates PacSun.com and close to 950 stores.

 

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