Karen Millen to increase online sales with new search engine

Karen Millen expects to increase online sales by 50 per cent

Karen Millen expects to see a 50 per cent increase in online sales following the implementation of a new search function by the fashion chain in May.

The figure comes from conversion rates experienced in the US following the introduction of the technology to the US site last year.

The search technology, provided by SLI Systems, learns from visitor site behaviour and is currently set to prioritise searches in order of search numbers. Emma Bonar, ecommerce manager at the chain, said: "The most popular search currently is the maxidress – which is a bit annoying because we only have one in stock. Second and third are shoes and bags, which is interesting because 60 per cent of our sales are actually dresses, but customers are obviously looking for other items too."

The technology also offers detailed metrics and reporting capabilities which help the buying team with stock replenishment.

In addition, the search technology is being used to develop improved on-site merchandising and direct customer emails. It also feeds into SEO and other social media initiatives. For example, the chain recently launched a Facebook competition on the back of coats being a highly searched-for term.

Popular search topics also regularly inform blogs and email newsletters.