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In the web solutions business, vendor partnerships are inevitable. Good ones are essential. And when you find good ones that provide great products or services, coupled with great support and a competitive price, you stick with them. But there’s always one more element that I consider as well – “fit”. By this, I mean, do they fit with your company’s personality or culture? It’s important because you will be teaming with them on behalf of your customers.
I can wholeheartedly say that one of my favorite partnerships is with Nextopia. From day one, they have been friendly, helpful, customer-focused and seemingly always available. We see them regularly at trade shows and truly feel like they are an extension of the Beacon Team. Oh – and of course, they are keenly focused on delivering a best-in-class site search product.
Recently, I chatted with Sanjay Arora from Nextopia, somewhat “interview-style”, and here’s a recap.
MD: Tell me a little about Nextopia, the company.
SA: Nextopia was founded in 1999 in Toronto, Canada. Our core focus was, and always has been, search. Whether you’re a small entrepreneur selling out of your basement or a multinational conglomerate, you need an intelligent search engine. Since 1999, the company has continued to adapt to the ever-changing needs of both the e-tailer and the online shopper. Our commitment to our goal shows in our customers, our work and our great employees.
MD: What are the main reasons that your customers use or like your product so much?
SA: There are MANY reasons to use Nextopia, but if we had to pick, we’d have to divide this list into two:
MD: What do you see as the most important feature(s) of a site search product?
SA: Relevant results! You can add many bells and whistles to a search results page, in terms of filters, sort options, quick views, compare features, etc, but if you’re not delivering relevant results, you’re not best serving the customer. The key is to understand shoppers and their shopping habits. In the Nextopia Control Panel, the merchant can customize results to meet the specific needs of their shoppers and target certain demographics. Knowing your customers and catering to their needs increases repeat business, which accounts for 42% of all online business.
MD: Anything you want to share about the Beacon-Nextopia partnership?
SA: Nextopia and Beacon have been working together on various site search and navigation projects over the last 2 years. It’s a natural fit because of Beacon’s expertise in the eCommerce world, and Nextopia’s expertise in the site search industry. When a Beacon customer is looking for an upgraded search solution, they are able to integrate Nextopia quickly and easily. Plus we really like the people at Beacon, they’re very creative and a fun group to work with and we think our clients will enjoy working with them as well.
MD: What’s on the horizon for site search?
SA: Search will always evolve because consumers are always evolving. They’re getting smarter, more efficient, and less patient. If they can’t instantly find what they’re looking for, they’re simply going to move on…and we don’t blame them. So speed and relevancy is always on the forefront.
There will also be a push for better data. We want to work closely with our customers, developers, and the industry as a whole, and teach them how to correctly collect data so it can be optimized in a way that makes it so easy for any consumer to find and purchase any product. The websites with good attribute data, which allow customers to refine their search to the precise item(s) they’re looking for, will win out over sites with poor data every time.
Nextopia’s biggest initiatives over the next year will be focusing on conversion optimization. For an internet retailer there is no bigger statistic than visitor to buyer ratio, so we’re designing even more tools to make the merchandiser’s job easier and more profitable. Bottom line is that an intelligent search engine can alter a website into a tool that provides highly measurable returns.
MD: I like where site search is going – conversion optimization, analytics and insights – which are also at the heart of Beacon’s digital marketing services. So I’m sure there will be much more for us to talk about going forward. Keep up the good work and see you at IRCE!