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Target Australia grows search revenue by A$13M with Constructor

+A13 M
search revenue
Industry
General Merchandise
Headquarters
Melbourne, Australia
Solutions
Search, Browse, Recommendations
+A13 M
search revenue
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About Target Australia

An iconic brand in the Australian market for over 95 years

Target’s main focus is providing customers with amazing experiences by offering high quality products at the lowest prices. With the massive increase in online shopping over the last few years, Target Australia has begun to invest heavily in digitizing the business and increasing online sales—and they needed a standout product discovery partner to help them make the transition.

Recognizing that the platform was not performing at the standard required to achieve their ambitious digital aspirations, the Target team sought a better solution.

Despite making large strides towards improving their online experiences, Target Australia was stuck using a legacy solution for search and discovery that put an undue load on their already laboring tech stack. 

The legacy platform presented several difficulties to the Target team:

  • It lacked the ability to provide detailed, actionable metrics and insights 
  • It required a specialist to tune and tweak search experiences
  • It wasn’t equipped to provide users with attractive, KPI-optimized results using machine learning and personalization
  • It made site merchandising an extremely manual, cumbersome, and time-consuming process
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target-au-scarf
target-au-scarf

Target’s main focus is providing customers with amazing experiences by offering high quality products at the lowest prices. With the massive increase in online shopping over the last few years, Target Australia has begun to invest heavily in digitizing the business and increasing online sales—and they needed a standout product discovery partner to help them make the transition.

Recognizing that the platform was not performing at the standard required to achieve their ambitious digital aspirations, the Target team sought a better solution.

Despite making large strides towards improving their online experiences, Target Australia was stuck using a legacy solution for search and discovery that put an undue load on their already laboring tech stack. 

The legacy platform presented several difficulties to the Target team:

  • It lacked the ability to provide detailed, actionable metrics and insights 
  • It required a specialist to tune and tweak search experiences
  • It wasn’t equipped to provide users with attractive, KPI-optimized results using machine learning and personalization
  • It made site merchandising an extremely manual, cumbersome, and time-consuming process
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The Solution

Where Constructor Comes In

Target spoke with vendors in the space before deciding to run a proof-of-concept with a select few prospective partners to test each machine learning-backed platform. 

Could it drive important business KPIs, and by how much?

“With such a large range of affordable quality products across a wide range of categories, we know it’s important to help our shoppers easily find items they need and discover new ones they’ll love,” said Utadi Murphy, General Manager for Digital & Ecommerce, Target Australia.

1.
Install the Constructor beacon (two lines of code) on your site, and upload your product catalogue. Our system will begin to collect your customers’ anonymous behavioural data.
2.
Constructor collects data over a period of 2–3 weeks in order to provide you with a personalized opportunity analysis for search and discovery.
3.
After the data is collected, we’ll present you with a business case with the lifts you can expect to see upon implementing Constructor.
4.
We’ll also provide you with specific data-driven search insights that you can use to optimize your site experience immediately.

With the Constructor Proof Schedule, Target Australia was able to see a live value assessment that used real data from their website to quantify the lifts that new customers can expect to see once they implement Constructor.

 

This risk-free approach gives retailers and brands the confidence they need to invest in product search and discovery.

 

After completing the Proof Schedule, Target concluded that Constructor met their needs in terms of out-of-the-box tech, cost structure, and focus on driving Target’s important business KPIs with machine learning.

Constructor and Target’s teams began working closely together to get Constructor live on the site, and the results rolled in shortly thereafter. 

The Results

Driving cumulative lifts over time, Constructor has helped Target Australia gain substantial additional revenue, save time, and improve the online customer experience.

+9 %
in search revenue
+13 M
in search revenue (AUD)
-93 %
in bounce rate
+12 %
in search contribution to revenue
Not only have Constructor and Target Australia succeeded in driving business metrics that matter, but also in building out a successful partnership between the two teams.

 “Constructor allows us to easily load all our product data into their platform so we can personalize what’s shown to each shopper and improve the customer experience, while optimizing for our specific business KPIs,” says Utadi. “We’re thrilled with the results we’ve seen, which validate this approach and reflect the impact of our digital transformation initiatives.”

Is there room for improvement with your current search vendor?​ Find out.

Reach out to a Constructor Product Discovery Specialist to learn how our testing helps surface gaps so you can make a data-driven assessment.

Book a Demo