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Búsqueda Minorista
HSE aumenta la satisfacción del cliente y reduce el tiempo de mantenimiento en un 42 % usando Elasticsearch en AWS
Aumento de la tasa de clics en el sitio web en un 4 % Con Elasticsearch, HSE ha visto un aumento del 4 % en las tasas de clics, lo cual dio como resultado un importante aumento de sus negocios de comercio electrónico.
Elastic ayuda a aumentar la satisfacción de los clientes en un 8 % HSE aumentó la satisfacción de los clientes en un 8 % gracias a resultados de búsqueda más precisos y relevantes proporcionados por Elastic.
Reducción del tiempo de mantenimiento en un 42 % Con el despliegue de Elasticsearch a través de Elastic Cloud en AWS, HSE ha reducido significativamente la cantidad de horas que los empleados dedican al mantenimiento de software.
HSE es una de las marcas líderes en el sector del comercio en vivo europeo. Los clientes de HSE deciden cuándo y dónde comprar; ya sea a través de uno de los tres canales de TV, la tienda en línea, la galardonada app de HSE o la nueva app de comercio social HSE HELLO.
Como en cualquier empresa de comercio electrónico, la capacidad de búsqueda es fundamental para la experiencia del cliente y ventas. Aquí, HSE debe adaptarse a recorridos de clientes que se originan desde diversos canales, lo que resulta en términos de búsqueda diversos que reflejan la fuente. Por ejemplo, un televidente de HSE puede introducir términos de búsqueda precisos, incluidos números de productos, mientras que un comprador casual puede usar un lenguaje más general.
Peter Strasser, desarrollador de software, HSE, afirma: "Una gran parte de los clientes que visitan el sitio web se inspiran en demostraciones y ofertas de nuestros canales de TV". Muchos de estos televidentes también pertenecen a un grupo demográfico de más edad y usan internet para buscar de una forma diferente a la de los clientes que están más acostumbrados al mundo en línea.
Esta audiencia de compra fue uno de los principales motivos por los que Strasser y su equipo seleccionar Elastic para reemplazar a su proveedor de búsqueda anterior. "Elasticsearch es mucho más flexible que nuestra solución anterior y nos permite ajustar la experiencia del cliente, ya sea que busque por creador, por marca, por descripción o por número de producto", explica.
"En nuestras páginas de búsqueda, vimos un aumento del 4 % en la tasa de clics, lo que es una gran cantidad". – Peter Strasser, Desarrollador de software, HSE
Strasser describe la solución anterior como una "caja negra" en la que resultaba difícil comprender cómo y por qué los términos de búsqueda devolvían productos diferentes. Elasticsearch resuelve este problema con API que permiten a HSE elaborar consultas de búsqueda complejas y detalladas. Esto incluye filtros, agregaciones, mejoras y clasificación para refinar resultados de búsqueda basados en criterios específicos.
La búsqueda impulsada por la AI; perfecta para entornos de comercio electrónico Los clientes también se benefician con las características de AI y machine learning de Elastic que son un indicador clave para HSE, dado que ayudan a devolver resultados más relevantes. Esto incluye usar AI generativa y lenguajes de modelo grandes (LLM) para extraer el significado semántico de una búsqueda de cliente y generar resultados que complementen la búsqueda de coincidencias de palabras tradicional. A través de la arquitectura abierta de Elastic, HSE puede aprovechar los mejores modelos en el mercado para aumentar la búsqueda. Con esto, HSE planea incorporar más características avanzadas, como resultados personalizados por el usuario y búsqueda en imágenes de productos (o incluso videos) en el futuro.
HSE envía un promedio de 43 000 paquetes cada día desde cuatro centros logísticos en Alemania y Suiza, y emplea a más de 850 personas.
Otra ventaja de Elasticsearch es que se ejecuta en Elastic Cloud en el entorno nativo del cloud de HSE. "Con la solución anterior, tuvimos que gestionar muchas máquinas virtuales en el cloud, lo cual sumaba presión a nuestro equipo. Con Elastic, nos beneficiamos con una solución de SaaS lista para usar que reduce en gran medida el tiempo dedicado a mantener nuestros sistemas", explica Strasser.
"Con la oferta de Cloud SaaS de Elastic, nuestros ingenieros no necesitan dedicar tiempo a operar los servidores y pueden enfocarse en brindar valor para nuestros clientes". – Peter Strasser, Desarrollador de software, HSE
HSE inicialmente desplegó un piloto de Elastic para su app de comercio social, HSE Hello. Al comprender por completo las API de Elastic, Strasser y su equipo regresaron a la tienda en línea principal. "Haciendo uso de este conocimiento, volvimos a crear por completo la plataforma de búsqueda para los clientes del sitio web", afirma.
En los primeros seis meses de despliegue, HSE ya vio una mejora importante en la satisfacción de los clientes y las conversiones. Cuando Strasser y su equipo realizaron una prueba A/B para comparar la plataforma de búsqueda anterior con Elastic, la cantidad de clientes insatisfechos con la experiencia de búsqueda se redujo en un 8 %. Las páginas de resultados de búsqueda también vieron un aumento del 4 % en la tasa de clics; una importante ganancia para un sitio web de comercio electrónico de gran escala.
Mediante tres canales de TV (HSE, HSE Extra y HSE Trend), HSE tiene un alcance que supera los 46 millones de hogares en todo Alemania, Austria y Suiza.
Confiabilidad de nivel empresarial, y una comunidad acogedora La confiabilidad de la tecnología de Elastic es otra ventaja crítica. Cada segundo de tiempo de inactividad del sitio web representa la pérdida de ingresos y podría dañar la reputación de HSE. "Elastic es un componente importante en nuestro ecosistema de software que ayuda a garantizar la disponibilidad permanente y la satisfacción de los clientes", afirma Strasser.
También destaca la importancia de la comunidad global de Elastic, que brinda soporte para HSE a medida que se adapta a las expectativas cambiantes de los clientes y un panorama competitivo que avanza rápido. "Para HSE, el éxito comercial comienza con la personalización del sitio web y la relevancia. Con Elastic, podemos seguir mejorando la búsqueda de los clientes, basada en inteligencia artificial, machine learning y procesamiento de lenguaje natural ".
"Elastic es el socio ideal para HSE. Sus soluciones son sumamente flexibles, la comunidad del software las comprende sin problemas y cuentan con el respaldo de miles de personas que constantemente refinan la tecnología de búsqueda". – Peter Strasser, Desarrollador de software, HSE