M.Video started in online store commodity search on the basis of machine learning

The M.Video company, the Russian seller of electronics and home appliances entering into the Safmar group of Mikhail Gutseriev at the beginning of January, 2018 started "smart" commodity search in online store.

Detectum technology

The technology of Detectum developer is based on machine learning and analytics of data, the solution traces requests and preferences of clients on categories and brands and on their basis ranges and issues the most corresponding selections of goods.

In the directory of M.Video more than 20 thousand goods are presented in 60 key sections, and convenient search is one of necessary tools. The search algorithm Detectum analyzes all data on behavior, requests and preferences of visitors of the website mvideo.ru. Search results are represented in that order which reflects popularity of certain commodity categories and models among a specific customer group. If to look for goods on category, for example, smartphones, results are issued on the basis of purchases already perfect earlier and if on a brand, for example, on Samsung, then the directory shows those sections in which it is presented, on decrease of popularity — smartphones, accessories, TVs, etc.

"Smart" search reformulates requests of users, correcting typos and selecting the most relevant synonyms that considerably reduces number of empty results and expands completeness of issue. Thus, began to find the necessary goods more simply and quicker, specified in M.Video.

Project Results

On a withdrawal of the company, results of implementation showed that conversion of search sessions in purchases grew by 15% more than average on the website. At the same time the share of the clients using search increased by 25%, and the volume of their purchases was more than 30% of all online sales of the retailer.

Buyers become more and more exacting to the websites and do not want to spend excess time for the choice of goods. Especially important it becomes for those who make purchases from mobile devices. The high-quality commodity search designed by Detectum company allows to process search queries not only by coincidence to the name of goods, but also by a large amount of other criteria, including behavioural and also to display results in a type, convenient for the buyer. What, in turn, increases both sales, and loyalty to a brand — the Head of Department of internet marketing and e-commerce of M.Video Mikhail Morozov noted.