Atlanta interactive marketing agency Response Mine introduced a search system that ties product categories and attributes with merchandise departments to keywords used in search.
The Keyword Mining System targets retailers with large SKUs online to use search to improve merchandise offerings to customers. Retailers with online SKUs of 5,000 to 10,000 are targeted.
“It's a better way to manage and analyze search engine marketing,” said Ken Robbins, president of Response Mine. “Most people analyze search engine marketing by keyword. That's not how retailers work in the store. So KMS allows them to manage their search by the product they carry. They can advertise their higher-margin products and put their best sellers forward.”
Robbins would not disclose companies using KMS.
Spun off in 2002 from Bennett Kuhn Varner Inc., Atlanta, Response Mine has clients like The Home Depot Inc., Rooms to Go, Hamilton Beach, Flowershop.com, EarthLink and Liberty Medical Supply.
The agency spells out three clear benefits of its new mining system. First, it can gauge which online item in a category attracts the customer. Next, users get deeper reporting and analysis by product categories and departments with a leaning toward seasonality. Finally, the system offers margin and cost information on items to help with margin-based decisions.
“KMS helps them be better merchandisers in stores than keyword buyers,” Robbins said.