© Copyright IBM Corporation 2011
Search Solution Overview
WebSphere Commerce
Delivering Smarter Commerce
© 2011 IBM Corporation
Agenda• Search Solution Overview
– Cross channel search for desktop and mobile– Search architecture and roadmap
• Search features Overview
• Search Management Overview– Search driven merchandizing– Search Engine Optimization
• Search Deployment Overview
Delivering Smarter Commerce
© 2011 IBM Corporation
WebSphere Commerce
Search= Apache
Solr+
Search-driven merchandising
Precision Marketing integration
Store model integration
Management Center tools
Tight integration with WC catalog, contracts, and promotions
WAS for clustering and scalability
IBM Support!!
• Built on the top of open architecture • Rich set of search functionality for shoppers• Integrated search management tool for business users• Lower the total cost of deployment and ownership
Key value propositions
Delivering Smarter Commerce
© 2011 IBM Corporation4
WC Search Solution Value Proposition1. Built on the top of open architecture
• Proven, extensible and scalable search engine• Federated search with large product catalog and other rich content
Results: Leverage the power of the search engine to grow your business
2. Rich set of search functionality for shoppers• Spell correction, auto-suggestion, wildcard and keyword search, stemming• Faceted navigation, Breadcrumb trail, multiple sorting options
Results: Provide better customer search experience
3. Integrated search management tool for business users• Search driven merchandising and marketing with dynamic business rules• Synonym, Landing pages, Search results ranking and sorting
Results: Improve conversion rates and profit margins
4. Lower the total cost of deployment and ownership• Part of WebSphere Commerce platform (No 3rd party Search integration cost)• No additional license cost (PVU for search Servers <= PVU for WC Servers) Results: Reduce integration and maintenance cost
Delivering Smarter Commerce
© 2011 IBM Corporation
Search Features (FEP2) Search end user interface - type-ahead, facet navigation - Products and document content Search Management Tools - Synonyms, Replacement terms, Landing pages Search rules - result ranking, cross-sell/up Sell Stack – Solr 1.4 and Tika
WC v7 FEP2 4Q2010
WC v7 FEP3 2Q2011
WC v7 FEP4 4Q2011
WC v7 FEPx
Search Features (FEP3) Search end user interface - Category information - Web content Search Management Tools - Search reports (top hits and misses) - Search Engine Optimization Search rules - A/B testing Stack – Droid web crawler
Search Features (FEP4) Mobile Search - Voice search, 2D barcode - Tablets & mobile phones
WC Search Solution Roadmap
Delivering Smarter Commerce
© 2011 IBM Corporation
IBM WebSphere Commerce Cross-Channel Solution Buy, Fulfill, Service from Anywhere…including Mobile Devices
Enriched shopping experience – Product and pricing information
– Inventory visibility across channels
– Consistent user and order information
– Intuitive search interface
Common Management tool– Master Catalog and Sales Catalogs
– Cross channel marketing engine
– Online and Store management
– Search business rules
Cross channel integration platform– Distributed Order Management
– 3rd party integration web services
POSKioskWeb MobileContact Center
Customer Touch Points
CustomerProfile
Marketing Promotions
Stores
MasterCatalog
Order
WebSphere Commerce
Prices Search
SalesCatalogs
Channel Specific Content and Business Rules
PromotionRules
MarketingeSpots
Store & WebPricing
Store & onlineInventory
Common Components
Delivering Smarter Commerce
© 2011 IBM Corporation
Cross-Channel Search Solution
Management Center for Search– Search Term Association Tool
– Search driven merchandizing rules
– Search Engine Optimization
Mobile phones
ProductCatalog
Digital assets(eg. Videos)
Inventory
Stores
Documents(PDF, WORD, ...)
User GeneratedContent
WebSphere Commerce Search
Prices Web Content
TabletsPCs
External Search Engines
Business
Users
Magazines Ads
Stores
Delivering Smarter Commerce
© 2011 IBM Corporation
Search Optimization Framework (SOF)
Optimizing the search experience with search-based triggers
WC Cross channel Precision Marketing Engine
WC Triggers
Result RankingLanding page
Faceted NavigationProduct
Recommend
Business rules drive Search
results
2
Storefront 1 Search Query
Auto-Suggest
Phrase Wildcard
Spell Correction
WC Search Optimization Framework
SearchWeb
Crawler
SearchAdapters
8
Delivering Smarter Commerce
© 2011 IBM Corporation9
WCSearch Engine
WCSearch Engine
Search Index
Product Catalog
WC Search Index Schema
Searchable data extraction & import tool
Madisons (B2C) Store Management Center Elite (B2B) Store
Search UI
• URI (REST) • WebServices (XPath & OAGis) • CommandSearch API
• Keyword• Wildcard
• Synonyms• Spell Correction
• Auto-suggest• Fuzzy
• Faceted• Sorting
• Entitlement• Rule basedSearch Functions
Documents, ratings & reviews Web Content, and other digital content
Search analytics information
• Product Catalog • Rich ContentSearch Data
WC Search Component Overview
Management Center- Search Term Association- Marketing Management
Business Rules - Recommendations - Results ranking
Search Term Assoc. - Synonym - Landing pages
Mobile Devices
Delivering Smarter Commerce
© 2011 IBM Corporation
Agenda• Search Solution Overview
– Cross channel search for desktop and mobile– Search architecture and roadmap
• Search features Overview
• Search Management Overview– Search driven merchandizing– Search Engine Optimization
• Search Deployment Overview
Delivering Smarter Commerce
© 2011 IBM Corporation
Search and Navigation – Key Features
Multiple catalogsMulti-SKU productsMultiple lang. & currenciesCategory based navigationDynamic facet-based nav.Dynamic bread crumb trailExtended Sites supportProduct ConfiguratorLifecycle managementWeb admin interface
Parametric searchWild card, fuzzy searchStemming, tokenizationSpell correctionSorting by fieldCustomizable rankingResult highlightingCategorized auto sugg.SEO supportSingle search result
Synonyms, replacement Landing pageStatic/Dynamic rulesSearch statisticsStorefront previewWorkspace supportStaging supportSite content crawlerUnstructured content Scalability & Failover
Product Navigation Product Search Tools and Foundation
Delivering Smarter Commerce
© 2011 IBM Corporation12
Search result ranking and merchandizing
SearchResultsRanked by BusinessRules
ProductRecommendationsbased on business rules and userprofiles
ProductRatings to help shoppers refine production selection
6
6
ProductRelatedContent
Delivering Smarter Commerce
© 2011 IBM Corporation
Product Browsing and Navigation
Delivering Smarter Commerce
© 2011 IBM Corporation
Spell Correction
Delivering Smarter Commerce
© 2011 IBM Corporation
Result highlighting, categorized auto suggestion
Delivering Smarter Commerce
© 2011 IBM Corporation
Search Results with Unstructured Content
Delivering Smarter Commerce
© 2011 IBM Corporation
Search-driven Landing Page
Video to learnmore aboutproduct
Shop byBrands
Shop byproduct features and assortment
RelatedInformation
PromotionalSales
Best Sellers
ProductionRecommendation
Delivering Smarter Commerce
© 2011 IBM Corporation
Search with mobile devices
Delivering Smarter Commerce
© 2011 IBM Corporation
WC Mobile Reference Applications
Mobile phones
- iPhone, Android, Blackberry and others
Tablet devices
- iPad, Android, Playbook and others
JSP, HTML5 and CSS3 Dojo Widgets for rich user experience
Mobile Web Mobile Applications
Hybrid Applications (Android, iOS, …)
- Common Web templates for server content
- Device features via JavaScript API mapping
Native Applications (Android, …)
- WC REST interface for server content
- Device features via direct native API calls
Delivering Smarter Commerce
© 2011 IBM Corporation
Mobile Support in FEP4• WC-specific reference applications for iPhone,
iPad, Android, leveraging REST services – extends from existing WC mobile browser solution
• Key Features:– User registration, Login, My Account – WC Solr Search based navigation & keywords search– Cross channel inventory and pricing– Location based marketing and promotion– Buy-Online, Pickup-In-Store, Ship-To Address– Quick checkout profile– Responsive Layout adjusts number of products based on
available resolution and orientation (Portrait vs Landscape)
Device Integration Features:– Barcode scan for product or marketing landing page– Voice search for product information– Address book integration with Billing & Shipping– Store locator with local maps
Delivering Smarter Commerce
© 2011 IBM Corporation
Hybrid/Native Applications - Search via barcode or Voice
2D (QR code) barcode scan
− Printed Catalog, Newspaper, or Magazine Ads
− Landing page on WC site for marketing, product info., Add-to-Shopcart
Voice Search
− Tab the speaker icon to search by voice
− Search result page, or
− Product landing page
− Integrate with WC (Solr) search
Delivering Smarter Commerce
© 2011 IBM Corporation22 IBM Confidential
Mobile Tablet Search flow
22
Search
Modal search window, optimized for tablet device. Allows user to access search from anywhere within the store and maximize available display space.
“Type Ahead” text entry limits the amount of manual input required from the user.
Categorized search results with different content type & previous word history list
Faceted search results
Delivering Smarter Commerce
© 2011 IBM Corporation
Agenda• Search Solution Overview
– Cross channel search for desktop and mobile– Search architecture and roadmap
• Search features Overview
• Search Management Overview– Search driven merchandizing– Search Engine Optimization
• Search Deployment Overview
Delivering Smarter Commerce
© 2011 IBM Corporation2424
Search Term Association Tool• Synonym terms• Replacement terms• Landing Pages• Search Reports
Search Marketing Tool• Search driven product recommendations• Search Results Ranking and Sorting • Precision marketing actions based on
customer search patterns
Catalog Manager
MarketingManager
Shoppers
Management Center
Desktop/PC Storefront Mobile phones and tablets
Delivering Smarter Commerce
© 2011 IBM Corporation25
Search-driven Marketing and Merchandising – Key Features
• Web Activity Product Recommendations
• Dialog Activity– Trigger promotion message to shoppers
based on their search behavior (search keywords, frequency, time-frame)
• Search Rules– Change search results ranking and
sorting– Define top search results– Modify search criteria
Delivering Smarter Commerce
© 2011 IBM Corporation
Search Term Associations
Delivering Smarter Commerce
© 2011 IBM Corporation
Search Term Statistics – Top Hits
Delivering Smarter Commerce
© 2011 IBM Corporation
Search Term Statistics – Top Misses
Delivering Smarter Commerce
© 2011 IBM Corporation
Search Results based on Rules
Trigger Target(s) Branch Action(s)
Targets Browsing pattern, online search behavior Shopping cart, purchase history Customer segment, social participation Date and time, external site referral
Actions Add or remove from customer segment Add or replace search criteria Move to the top Change result sort order Change result rank order
Delivering Smarter Commerce
© 2011 IBM Corporation
Search-driven Merchandising Promote products by showing at the top Rank search results with business rules Re-order search results Alter shopper’s search criteria
Delivering Smarter Commerce
© 2011 IBM Corporation
Restrict results to products $800 or less
Order results by ascending price
Bring luxury items to the top of the results
Search rules for different customer
segments
Search-driven Merchandising usingCustomer Segments
Delivering Smarter Commerce
© 2011 IBM Corporation
Search-driven Web Activity
Current page uses keyword “coffee”
Recommends Espresso Bar
Delivering Smarter Commerce
© 2011 IBM Corporation
Keywords with synonyms
Frequency and Time frame
CouponSMSEmail
Segment
Search-driven Dialog Activity
Delivering Smarter Commerce
© 2011 IBM Corporation
Store Preview for Search Rules
Delivering Smarter Commerce
© 2011 IBM Corporation
Store Preview with Relevancy Scores
Delivering Smarter Commerce
© 2011 IBM Corporation
Search Engine Marketing – a key success factor for any online business
• SEM (SEO + paid search) drives more than 50% online sales
• Natural search drives 2X traffic compared to paid search
• 85% of businesses increased or maintained SEM budget
Source: Survey – Search marketing by Internet Retailer, July 2011
Delivering Smarter Commerce
© 2011 IBM Corporation
Top Strategies to Improve Natural SEO
• Use relevant keyword descriptions on the home/catalog pages
• Include keyword terms in landing page URLs
• Use actual phrases used by shoppers
• Leverage header tags in home/catalog pages
• Include common keywords in image file names
Source: Survey – Search marketing by Internet Retailer, July 2011
Delivering Smarter Commerce
© 2011 IBM Corporation
Search Engine Optimization
Delivering Smarter Commerce
© 2011 IBM Corporation
Agenda• Search Solution Overview
– Cross channel search for desktop and mobile– Search architecture and roadmap
• Search features Overview
• Search Management Overview– Search driven merchandizing– Search Engine Optimization
• Search Index and Deployment Overview
Delivering Smarter Commerce
© 2011 IBM Corporation
Index Management Overview
40
WC Search Indexes– Master Catalog– Unstructured Content– Language
Master Catalog index– Meta Data
• Sales Catalog identifier• Extended Sites• Contract entitlement• Catalog Hierarchy
– Searchable Content
Data Import Utility– Pre-processing– Index creation
WC SearchServer
Scalable from thousands to millions of product SKUsand unstructured documents
Delivering Smarter Commerce
© 2011 IBM Corporation
Tasks – Index propagation
Web Server
Staging Zone Authoring Zone
Index
Base Schema
Repeater
Index
Database
Production Zone
Index
Workspace Schema
Index
Workspace Schema
Commerce Server
1
3
2
StagingProp
(SOLR Replication)IndexProp
Search(slaves)
Index
Index
SOLRReplication
4
FileProp
Delivering Smarter Commerce
© 2011 IBM Corporation
Search Server Deployment Configurations
1. Embedded mode (Toolkit) - Both WC Server and WC Search running in a JVM
2. Standard configuration (Staging or Production) - WC Server and WC Search running on same machine
(different JVMs) with multiple machines for fail-over and workload balancing
3. Advanced configuration (Production) - WC Server and WC Search running on 2 separate clusters with
multiple nodes for fail-over and workload balancing
Delivering Smarter Commerce
© 2011 IBM Corporation
Deployment in WAS Clusters• Scalable and flexible configuration
– Multiple WC Server and WC Search nodes– Workload balancing and failover– Master/Slave index and document cache
StagingDatabase
SearchIndex
WC HA Cluster
Scale outvia indexreplication
..
Production Database
WC Server
WC Server
..
WC Server
StagingIndex
WC Staging QA Server
SearchIndex
SearchIndex
SearchIndex
Delivering Smarter Commerce
© 2011 IBM Corporation44