Revolve and Teleflora among the first brands using Criteo's new predictive search function
Teleflora and Revolve Clothing are the first brands to make use of Criteo?s new predictive search function to help smooth out the Google Shopping experience, encouraging consumers to make easy online and mobile purchases.
The new search platform eliminates the guesswork from Google Shopping by automating the process using machine learning. The result is that making online and mobile purchases is even easier when shopping at brands that make use of the platform.
?The real goal is to build and deliver on solutions that help marketers get the best bang for their buck in shopping,? said Jason Lehmbeck, general manager of search at Criteo. ?Deliver Google shopping campaigns that they cant get anywhere else.
Criteo unveiled the new predictive search platform this week after it had been in the beta testing stage.
The company wanted to help marketers and brands take advantage of the fact that search is the largest digital channel garnering 45 percent of digital ad spend.
That means a lot of eyes are on search that are prime subjects for marketing campaigns and Google Shopping transactions.
To capitalize on that, Criteo has been helping brands with ecommerce and mobile commerce aspects of their business test run the predictive search feature. The participating brands, including Revolve and Teleflora, have seen as much as a 22 to 49 percent in lift in revenue once they began using the platform.
?We have a really powerful solution for retailers to take advantage of the ability to target people precisely,? Mr. Lehmbeck said. ?We use criteos core engine to connect 4 billion products.?
Both Revolve Clothing and Teleflora are entirely online businesses, meaning they rely on their ability to get their products out in front of customers in order to make revenue. With that in mind, Criteo recruited them to beta test the predictive search platform.
The two brands found their revenue rising and the amount of consumers engaging with them on desktop and mobile going up when the predictive search function was used.
Future of search
For Criteo, search is undergoing a renaissance, particularly in the modern day of smart devices and browsers. Once, search was only keyword-based, meaning that searching was entirely under the control of the user with no window for personalization.
Now, however, brands and marketers can use Google Shopping and other smart search devices to help consumers find the things they want in an intelligent way thanks to Criteo?s machine learning predictive search platform.
?Search has always been keyword based until Google shopping came along that changed the targeting environment,? Mr. Lehnbeck said. ?Now, it?s about how to put the right products in front of the right people.?