#Japan #Tokyo #GENIEE SEARCH #DULTON #visumo

Introduction

In an era where social media shapes consumer decisions, businesses must adapt their online shopping experiences to meet new expectations. The integration of User Generated Content (UGC) into online search functions has become essential for businesses looking to engage with consumers in more meaningful ways. This article highlights how GENIEE, a leading Japanese marketing technology company, has partnered with visumo to revolutionize product search on the popular Dulton online shop.

Collaboration Details

Recently, GENIEE announced a game-changing partnership with visumo, a specialist in visual marketing platforms. Together, they have rolled out a new feature within the GENIEE SEARCH tool that allows users to see Instagram’s user-generated content as part of their search results.

Dulton, a well-known retailer of household goods and furniture based in Shizuoka, Japan, is the first to adopt this new functionality, aiming to create a richer and more engaging shopping experience on their online platform.

The Importance of User Generated Content

As the landscape of e-commerce continues to evolve, it’s becoming increasingly clear that customers seek a shopping experience that extends beyond basic product descriptions. Users are drawn to visual representations of how a product fits into their lifestyle. With the rise of social media, UGC such as user-uploaded images and reviews now hold significant weight in consumer decision-making.

The previous search results on e-commerce sites primarily displayed pre-registered product images and text descriptions, which often lack the dynamic engagement users expect from modern surfing experiences. Recognizing this gap, GENIEE aimed to transform product searches by integrating valuable visual content from social media channels. This enhances the overall user experience and helps prevent lost sales opportunities resulting from uninspired browsing.

How This Works in Practice

The Dulton online shop features a robust catalog, with over 3,000 different household goods, furniture, and interior items. The objective of incorporating this new search feature is to provide users with a clear visualization of a product’s potential uses, making it easier to construct a mental image of the lifestyle surrounding the product.

By utilizing a tabbed interface, users can effortlessly switch between viewing UGC from Instagram and professional product content (PGC) directly within search results. This enables them to explore rich, real-world examples of how the products fit into everyday life. The incorporation of UGC not only aids consumers in making informed decisions but also enhances the overall browsing experience.

Expected Outcomes

The introduction of this UGC feature is expected to deliver several benefits:
1. Rich Search Experience: By displaying user-generated images alongside product listings, it encourages users to envision real-life applications of the products, positively influencing their purchasing decisions.
2. Increased Engagement and Sales: The visibility of UGC is anticipated to facilitate smoother transitions from search to product pages, enhancing site navigation. Moreover, showcasing UGC is likely to promote “related product discovery” and impulse purchases, ultimately driving up customer expenditure.

Comments from Dulton and Visumo

Risa Saito, Group Manager of Dulton’s eCommerce group, expressed her enthusiasm regarding this new feature. She noted that previously users only saw product images and often struggled to imagine size and context. By integrating UGC, customers can better visualize their purchases, leading to more confident buying. Furthermore, those utilizing the UGC search function showed impressive conversion rates.

Similarly, Yuto Maekawa, Manager of Customer Success at visumo, pointed out that the collaboration marks a significant step towards enhancing user experiences on e-commerce platforms. He believes that the evolution of online product searches signifies a shift towards discovering brands and lifestyles, rather than merely locating products.

GENIEE’s Commitment to Improvement

Yasushi Otsu, from GENIEE’s AI/DX division, noted how fulfilling it is to have the UGC feature embedded on Dulton’s platform. He emphasized the robust flow from search results to UGC browsing and product details, which not only promotes exploration but also raises customer value. GENIEE remains committed to evolving its services and solutions to create an optimized search experience tailored to the needs of operators and users alike.

Conclusion

The partnership between GENIEE and visumo highlights a shift towards a more interactive e-commerce experience that leverages real user content for authenticity and relevance. As consumer expectations continue to grow, this development underscores the necessity for innovative approaches that connect users to brands through relatable and engaging content. Dulton’s early adoption of this new feature exemplifies a forward-thinking approach to online retail while paving the way for future advancements in the industry.