Once upon a time, the ability to search and filter and therefore narrow large sets of content was a relatively astonishing tool. Now, modern consumers are often overwhelmed with choice, and are looking for a more powerful way to simplify product discovery. Retailers, telcos and brands are responding using Intelligent Guided Selling (IGS) to create search of an altogether more intuitive and personalised kind – combining simple customer questions with clever tech that enables omni consistency in store and online.
So, how does IGS compare to traditional filters and faceted navigation? We explore…
Usage and accessibility – experts versus novices
Whilst simple search and filter is great for those who know exactly what they’re looking for regarding tech, spec and brand, IGS acts like a great salesperson, discovering products based on needs and expectations as opposed to simply technical features. Using a clever guided selling solution, which asks a number of questions about the customers ‘in the moment’ needs and desires – IGS enables retailers, brands and telcos to recommend to their customers in a highly personalised manner – linking mindset to product features for a less confusing shopping experience.
Exploration
IGS works by asking customers a series of simple, easy to answer questions, through which retailers, telcos and brands will find out the intentions and intended product useage. Returning recommendations based on personalised customer needs allows users to discover and explore a range of suitable products, safe in the knowledge that each is particular set of needs. This is especially great for unsure customers, adding significant ‘buy confidence’.
Value Communication
Probably one of the most important differences between traditional search and filter and the new IGS approach is that faceted navigation and filters rely on the assumption that customers are already familiar with brands, features and spec. Guided selling works to educate users through contextual information texts and explaining why suggested products fit with the customers stated needs. This ‘ask them (their needs) , tell them (what you believe their needs are), show them you know them’ approach allows retailer and telcos to provide the most personalised results and brands to stand out from their competitors in a multi brand environment.
Getting Personal
There’s no space for personalisation in filters of faceted navigation – customers are presented with identical options from which to choose from. IGS allows retailers and brands to dynamically modify the flow of questions based on customer responses, product information and other complimentary data leading to a much clearer picture of the very best product fit.
Getting Emotional
Filters and faceted navigation rely on the rational and technical, but it’s widely known that most customer purchases have an element of the emotional and impulsive. By reacting to customer ‘in the moment’ and their needs in real time, IGS recommends based in a customer-focussed way, rather than solely a feature-focussed one.
Making a match, every time.
‘No match found’. Quite possibly the most frustrating three words for any customer whilst searching for a product. IGS removes this huge commerce stumbling block by computing and advising the closest alternatives when no exact match is available.
Conversity are global leaders in Intelligent Guided Selling. Our platform and consultancy enable businesses to deliver unique customer journeys, across touchpoints and channels – helping customers in-store, online and in contact centres. We help you to drive conversions, boost average order value and ignite brand loyalty and all with real-time insights of purchase intent.
Talk to us about how you can humanise the shopping experience.
