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BloomReach Incorporates Real-Time Freshness For E-Commerce Optimization

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Just a few months after their official launch, big data cloud marketing platform BloomReach has introduced a major improvement to their Web Relevance Engine (WRE), the technology that drives their search and social optimization products.

Incorporating a real-time freshness service helps them deliver the most relevant content and ensures that a consumer’s natural and paid search landing pages have the most up-to-date information.

“Whether people are coming from paid or organic search, what we have built is technology that ensures what appears on that page is in-stock, at the right price, and that it is most relevant for the searcher," said Joelle Kaufman, head of Marketing at BloomReach. "We can use this service to provide fresh info based on a number of parameters.”

It can be difficult for e-commerce companies to keep up with changes in pricing and keep in-stock information up to date. BloomReach has built a system into their relevance engine that seeks out changes, compares the product feed with information displayed on-site, and updates in real time.

The WRE, as described by Kaufman at the time of BloomReach’s launch, is an “engine that semantically understands the products/services of a site, the ways consumers express interest and intention, and broader, across the web, what other products and services are in the same context.”

“It’s a bad user experience to have the price change as they move through thepurchasing funnel, or worse, the product becomes unavailable when they go to check out,” Kaufman said. In a press release, BloomReach rightly noted, “The ripple effect of dissatisfied users can result in a significant loss of potential revenue for a brand’s ecommerce channel as well as overall loss in confidence for that brand.”

“This service ensures better performance from your pages without compromising anything on discovery; in fact, it improves it,” Ashutosh Garg, BloomReach co-founder and CTO, told Search Engine Watch. “Let’s make sure we make the user happy by giving them all the information they’re looking for while making sure all of the information on the page is relevant to the consumer’s intent.”

BloomReach has an English language database of 12.6 million synonym pairs, 73 times more words than in Oxford dictionary. This allows their engine to understand whether products and services are described in the way consumers describe them. The database is always learning and updating constantly as consumer language warps, using search and social data.

The new real-time freshness service has been in testing for three months and is now being formally launched, having proven to perform at the speed and with the relevance anticipated.

“It’s available to all customers that use BloomSearch and BloomLift and it’s integrated with Web Relevance Engine that powers them both. It can be used for pricing and any type of fresh content – i.e., was it recently purchased, how many people shared it, recent or most relevant reviews... any content you want to show to customers.” Garg told us.

BloomReach also released the following video on the “Relevance Race” that offers an overview of the challenges of content discovery in the modern marketplace.


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