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Boden aims to make the search easier for customers

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Fashion retailer Boden has introduced new technology designed to help its customers find what they’re looking for first time.

The company is using Learning Search from SLI Systems to improve customer experience, as it expands into new markets.

The technology aims to improve search on the Boden sites in the UK, the US, Germany and Austria, by learning from customers’ searches, while also giving the ability to refine a search through characteristics such as gender, age and type of clothing. Through the use of detailed metrics and reporting capabilities the in-house team can gain insights into what customers are searching for and the terms they use for when looking for those items.

The technology can also use different languages, important as Boden expands into Germany and Austria.

Sarah Blair Gould, ecommerce manager at Boden, said: “Our online business has gone from strength to strength since we launched the website in 2001, so much so that by the end of last year we’d taken almost £200m in online revenues, representing almost 80% of our business. The website has long since gone beyond being a nicer order form for our catalogues and, as such, we need a search function that offers our customers the best possible experience when looking for products.”

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