An ecommerce makeover for Bulk Candy Store
increase in conversions on category pages
increase in session value
revenue from search vs non-search revenue
Food / Beverage
Bulk Candy Store is a family-run business selling sweets and snacks. Bulk Candy Store’s ecommerce site recently underwent some major changes: migrating from Magento to BigCommerce and upgrading the site’s search and merchandising functionality with the Klevu Discovery Suite, Klevu Smart Search, and Klevu Smart Category Merchandising.
Co-founder and CTO Ken Shenkman, saw that combining Smart Search with Smart Merchandising would have significant results for Bulk Candy Store. Data from search would not only impact how Bulk Candy Store carried out merchandising but would also shape their overall sales and marketing strategy, both online and in-store.
Since upgrading to Klevu’s full Discovery Suite and using both Smart Search and Smart Merchandising on its site, Bulk Candy Store has seen:
- Category page conversions are up by 74%
- Category page per session value up by 60%
- Revenue from search is 2.7 x revenue from non-search
“It’s so simple, we just made it easier for them to find what they want. The data drive our design. We’ll be doing more of that.”
Klevu analytics tools provide invaluable insights into which products Bulk Candy Store’s site visitors are searching for. Ken used this information to shape the sales and merchandising strategy around particular products such as “freeze-dried candy”. On discovering how often this term was being used for searching the site, Ken adjusted the strategy for this product – highlighting freeze-dried candy on the homepage using banners and adding a freeze-dried candy category page, featured within the site navigation menu.
The results were as expected: searches for “freeze-dried” have decreased as it’s now easy for customers to find this category thanks to its visibility on the home page. Sales of freeze-dried candy, meanwhile, have increased.
Easily customizable API
Klevu’s API makes it simple to customize the search facility. Bulk Candy Store knows that sales from search are more valuable, as such they’ve customized the search bar to ensure constant visibility and prominence while visitors are navigating around the site.
Klevu uses AI technology to learn as it goes, dynamically enhancing the results customers see on category pages. As a result, Bulk Candy Store has seen category page conversions, per session value and revenue all improve and increase.
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Customizable content from search
Using Smart Category Merchandising gives the option of bypassing recommendations to pin specific products. “Because Klevu is so customizable and easy to use, we can easily choose to pin products we know will sell well.” Ken Shenkman, Co-Founder and CTO.
Bulk Candy Store is seeing compelling results, with minimal manual intervention. Ken plans to build on this early success he’s having using Smart Search, Smart Merchandising, and the Discovery Suite “straight out of the box” by adding voice-activated search and Smart Recommendations. Smart Recommendations uses data drawn from a shopper’s behavior while on your site – such as search terms and browsing behavior – to guide the products recommended to them.
“When it’s this simple to customize and manage, and the results are so compelling, it’s a no-brainer.” Ken Shenkman, Co-Founder and CTO.