Belk Unlocks Next-Level Ecommerce Conversion and AI Innovation with Constructor
For more than a century, Belk has earned the trust of millions of customers by delivering quality products and outstanding shopping experiences, both in-store and online.
For more than a century, Belk has earned the trust of millions of customers by delivering quality products and outstanding shopping experiences, both in-store and online.
To maintain high standards for their search experience, Belk’s team put in significant work behind the scenes. They closely monitored queries, made refinements, and added redirects where needed to ensure customers found suitable alternatives.
For example, if a shopper searched for a brand Belk didn’t carry, the team would manually create a redirect to similar products they did offer. While this hands-on approach kept things running smoothly, it depended heavily on the team’s expertise and judgment.
Over time, they saw that even well-informed guesses were still broad solutions — they might help the majority of shoppers, but couldn’t always match what each individual shopper was looking for in that moment. The team knew that to meet shoppers’ individual needs, they’d need something more dynamic than manual fixes alone.
To maintain high standards for their search experience, Belk’s team put in significant work behind the scenes. They closely monitored queries, made refinements, and added redirects where needed to ensure customers found suitable alternatives.
For example, if a shopper searched for a brand Belk didn’t carry, the team would manually create a redirect to similar products they did offer. While this hands-on approach kept things running smoothly, it depended heavily on the team’s expertise and judgment.
Over time, they saw that even well-informed guesses were still broad solutions — they might help the majority of shoppers, but couldn’t always match what each individual shopper was looking for in that moment. The team knew that to meet shoppers’ individual needs, they’d need something more dynamic than manual fixes alone.
When Belk began evaluating new options for search and product discovery, they looked at several solutions. One of the biggest draws to Constructor was its focus on shopper intent. After a rigorous A/B test across platforms, Constructor’s results stood out.
“Constructor won in pure testing,” Spencer shared. But it wasn’t just about the results — it was about the partnership. “They didn’t just hand us a product — they worked with us to set things up for success. We felt like we were gaining an extension of our own team that shared our goals and guided us to good decisions.”
When Belk began evaluating new options for search and product discovery, they looked at several solutions. One of the biggest draws to Constructor was its focus on shopper intent. After a rigorous A/B test across platforms, Constructor’s results stood out.
“Constructor won in pure testing,” Spencer shared. But it wasn’t just about the results — it was about the partnership. “They didn’t just hand us a product — they worked with us to set things up for success. We felt like we were gaining an extension of our own team that shared our goals and guided us to good decisions.”
Constructor’s AI Shopping Agent (ASA) helped Belk overcome both challenges on the mobile app. Instead of relying on fixed scripts, ASA uses real-time data to understand each shopper’s intent and guide them to the best results.
Today, ASA is delivering impressive results. Conversion rates for shoppers using the assistant are double or better than standard search.
Customers love the experience, too. According to Spencer, “Hey, did you see Belk has a shopping assistant?” has become a word-of-mouth driver that’s elevating the brand’s reputation as an innovator. In addition to the revenue increases, it’s generating curiosity and creating new reasons for shoppers to visit their site.
Constructor’s AI Shopping Agent (ASA) helped Belk overcome both challenges on the mobile app. Instead of relying on fixed scripts, ASA uses real-time data to understand each shopper’s intent and guide them to the best results.
Today, ASA is delivering impressive results. Conversion rates for shoppers using the assistant are double or better than standard search.
Customers love the experience, too. According to Spencer, “Hey, did you see Belk has a shopping assistant?” has become a word-of-mouth driver that’s elevating the brand’s reputation as an innovator. In addition to the revenue increases, it’s generating curiosity and creating new reasons for shoppers to visit their site.
Belk is continuing to expand what’s possible with Constructor. The teams are already collaborating on new ideas — like an in-store version of the AI Shopping Assistant that can help customers find the perfect gift and locate it right on the shelf.
Visual search is another area of opportunity that Belk is exploring to bridge the gap between browsing and search on their app. As the CIO put it, “Kat and the Constructor team have been really supportive when we bring new ideas forward. We’re excited to keep growing together.”
Belk is continuing to expand what’s possible with Constructor. The teams are already collaborating on new ideas — like an in-store version of the AI Shopping Assistant that can help customers find the perfect gift and locate it right on the shelf.
Visual search is another area of opportunity that Belk is exploring to bridge the gap between browsing and search on their app. As the CIO put it, “Kat and the Constructor team have been really supportive when we bring new ideas forward. We’re excited to keep growing together.”