Stores - September 2006 - (Page 102)

E-COMMERCE Keyword: Practical the site. He also needed a search tool E that would work across multiple web- PicoSearch gives small e-tailers broad capabilities sites due to server configuration, the main website for Mary Engelbreit is, while its on- BY KAREN M. KROLL line store is . PicoSearch's engine also is capable of ff e c t i v e search capabilities are critical for e-tailers. According to indexing websites that are linked to the JupiterResearch, the ability to drill down on site search results is the e-tailer's site, and the application allows f e a t u r e online shoppers most frequently cite as being helpful in the retailer to eliminate extraneous in- making purchasing decisions. formation, such as the detail pages of a large PowerPoint presentation. The Mary Engelbreit e-com- The application supports ad- merce site, for instance, has more vanced searches, such as Boolean than 2,700 pages; that's clearly searches, in which the user can in- more than most customers are clude terms like and or not to w i l l i n g to peruse. Using site limit the scope of the search. For search makes it much easier for instance, a user specifically search- customers to find what they're ing for wool sweaters can enter looking for within a reasonable sweater AND wool NOT cotton. e-Mail alert number of clicks. If they have to do more than T h e PicoSearch engine also three clicks, people tend to go alerts the retailer when its site ap- away, says Bill Millikin, presi- pears significantly changed. Dur- dent and CEO of St. Louis-based ing one indexing session on the Millikins, which manages direct- Mary Engelbreit site, for instance, t o - c o n s u m e r businesses for the engine found half as many brands such as Mary Engelbreit pages as it normally would. The and Debbie Mumm. application sent an e-mail to Millikin, Before starting his own company in 2002, and we found a mistake on the server, MillikIn was director of IT for Mary Engel- he says. breit. Recognizing the importance of an ef- Another useful feature is the promo- fective site-search function, he adopted the tions function, which allows a retailer to application offered by Cambridge, Mass.- ensure that a particular page or group of based PicoSearch. PicoSearch is geared to small- and medium- pages those highlighting a sale, for in- stance are ranked more highly than sized businesses in need of a search applica- they otherwise would be. tion that is quick to install, easy to use and PicoSearch offers a range of reporting affordable. It is a hosted solution, which pro- vides several advantages to retailers. Among capabilities. Among the most valuable are those that show retailers what cus- them is the fact that its search engine sees tomers have been searching for, what the information on the site from the perspec- they've found and, equally important, tive of the Internet http://WWW.STORES.ORG

Table of Contents for the Digital Edition of Stores - September 2006

Executive Editor's Page
President's Page
NRF News
Retail People
Cover Story: Sights Set on the Subcontinent
Data Management
In-Store Applications
Real Estate
Human Resources
POS Systems
System Security
Asset Management
In-Store Promotion
Call Centers
Order Fulfillment
Loeb Retail Letter
ARTS Update
Workplace Law
Advertisers Index
Company Index
Retail Profit Scoreboard
Retail Industry Calendar

Stores - September 2006