Commerce électronique

Formica Corporation invented high pressure laminate over one hundred years ago. Today, the brand is one of the best known names in the design and construction industry. We are of our brand's history. But our catalog of global surfacing products comes with a unique set of challenges. Our surfaces come in thousands of size, color, texture, and pattern combinations. For our customers, finding the surface they want is critical to a brand experience. We turn to Coveo to help us connect our customers to the right product. When we integrated Coveo, we saw an almost immediate increase in people ordering samples and downloading swatches. With Caveo's machine learning, we can auto populate suggestions while people type their search queries. We found these suggestions have been twenty seven percent more likely to get a click. And recommendations driven by Coveo artificial intelligence have increased our clicked content by fifty one percent. It's clear evidence that Cavell helps people find the right product inside our extensive catalog. What's been so valuable about our Coveo partnership is not just the AI. It's also Caveo's service. The Caveo team helps us adapt quickly and customize our implementation so we can keep evolving and improving. With Coveo, we've been able to improve almost every single business metric we have. From swatch downloads to sample orders, to finding where to buy our product. We've watched our site faction score grow quarter over quarter, year over year. Most importantly, Coveo has helped us continue to deliver on the heritage and the global reputation of the formica brand.

So we wanted a system and software and partners that really believed in the customer, the end customer experience, and believed in the empowerment of business users who controlled those vehicles. So Coveo fit really nicely into that same philosophy of being focused on the customer, Relevance, personalization, smooth and impressive experiences on the website that just feel easy and natural. So the ongoing support, the ongoing collaboration with Coveo day to day, week to week has been impressive. And it's really been one of the smoothest parts of our replatform project, and we're really pleased with where we're at and really excited about those first three sites. Caleres is not a customer facing name. Caleres is a portfolio company and it's pretty interesting. It consists of a retail division, which is Famous Footwear, but also a whole portfolio of shoe brands that we design, develop, manufacture, sell, mostly at wholesale, but also some of them are actually sold at Famous Footwear. It's a two point eight billion dollar company, and when it comes to e commerce, the experiences are pretty similar to what we want to have whether it's with Famous or with AllenEdmonds dot com. We're trying to really impress the customer, evoke emotion, communicate the brand, get them to believe and buy from us instead of somewhere else. As we were trying to upgrade our e commerce operations and the empowerment and the abilities of the websites, we were looking for marketing technology and partners that really embodied the prioritization of a positive experience that is more hands off and automatic than hands on and manual and rigid. And really what e commerce means to our company right now is really important. The brick and mortar business is not growing in double digits, but e commerce is. So as we're on an aging platform looking to build for not just now, but future growth, it's really important that, we have the right systems as e commerce continues to be a bigger part of Caleres' business and the website interaction and experience is a bigger part of what customers expect from an omnichannel company. On the digital space, we really need to get to a point where we can do more storytelling, have better, more modern functionality that's more consistent with what leading websites are doing in other spaces. And in general, we just have experience to get people to buy shoes from Caleres more often. The search for a platform was really a search for a new philosophy for how to move forward. So we were looking at things that empowered ecommerce teams to run their websites, to be the closest ones to the customers and the marketing channels that communicate what we're doing. Coveo is a very strategic part of that. So Coveo is not just an add on just any other vendor. It's really central to how we're powering product detail page recommendations, to how we're powering the sort and rank position, to how the filters and facets work, appear, are able to be used in conjunction, are able to be styled with Sycor Commerce. We're excited about leveraging essentially machine learning. It sounds like a buzzword. It might be a buzzword, but we believe very much in the power of machine learning, especially with the volume of visits and orders on our websites, that, we're going to be in a much better space, the customer experience will be in a much better place, leveraging these algorithms to provide better and smarter recommendations that are less manual so that we can focus more on new functionality for the website instead of fine tuning, you know, sort and hierarchy positions that are manual. That's not where we want to spend our time. We want to spend our time knowing that the website is constantly learning and improving from the volume and business it's already getting.

Yeah. So it's funny. I think anybody who's been in a position of running an e commerce business, at some point, a c level executive comes to you and says, just do what Google does. Right? They just they may search, gee, just do that. Make that happen on your website. And it's it's it's very close to what Bozeman said. You know? That's that's to me right here. Just give me faster horses. Right? Because, yes, we wanna do all of those things that the consumer is used to. We want auto complete in text. We want when we type something in that it does find those words, but there's so much more around, the experience and and delivering an experience. We at Hearts on Fire are very lucky that we get to be part of some very special moments in people's lives. That's what I love about my job here, and that we wanna be a part of that experience in a way that doesn't send them down a path that gets them lost or confused. This is a big purchase. They should feel comfortable doing that. So when we it was pretty easy for us to make this case because we knew that we wanted to make that, that experience an intimate digital experience. Right? So we wanted to make sure that we had a provider. We we we know that we are not experts in search, so finding the right partner, which was Coveo, to come in and help us design those models and design the the patterns that we would have to deliver those relevancy models was so important, for us. And it was an investment. You know, we had to say, we are making an investment in search, but it's not just about the search bar. It's about the entire search experience that our end, customers are happening. We then took this and all the learnings from this, and we were able to build our b to b site and take all the education we got from the b to c side and realize that, hey, nobody nobody walks into work and takes off their b to c hat and puts on their B2B hat. You know, they, they haven't experienced that you're used to. The workforce, has been brought up in a way that things and answers are delivered quickly to them. So that same thing, should happen on the, on the digital platforms. So we took all of that, and we built our B2B site. And in the process, in talking to our customers, we learned that a lot of them were just using our B2C site originally. They were getting that experience from the B2C site because it was easy to use. It was beautiful. And then they were going over to the B2B site to look up the SKU and enter the information. So we wanted to stop that. Because also, our team that answers questions for end consumers, we're starting to answer a lot of questions for our wholesale channel, and that's not how we wanted to divide up the work. So by, taking those learnings and making those making the case that this is also how we want to do it on the B2B side, we were able to deliver a really seamless experience, for our customers. I was talking about it earlier. We've done something, our b to b site now mirrors our b to c site so closely that our customers are using it at the counter. So we've implemented a feature, and it's one of our most popular features. It was a very simple thing, but we have a little toggle switch, and it's called counter mode. And you flick that switch, and it shuts down all wholesale pricing across the entire site. So they can spin that monitor around or use that phone and feel comfortable showing their customers. Yeah. It's been really, really popular, but still have all of that b to b stuff that they do need as a business to to work. So they're getting that consumerization experience, but also being able to operate as a business. So that was really our case in building to make sure that, you know, we were not having two different worlds. It wasn't the the beautiful consumer experience and the clunky b to b experience. We wanted to make across both.