Fisheries Supply taps Constructor to improve the digital customer experience

Fisheries Supply, a distributor of marine products that serves boatyards, fisherman, recreational boats worldwide, is boosting the digital customer experience while increasing revenue per user by 15% after deploying the e-commerce product discovery platform from Constructor.

Fisheries Supply is using Constructor's AI-based platform to make it easier for online buyers to find what they need, according to a press release. Constructor serves up spot-on online search results: recognizing synonyms, marine industry slang and customer preferences/intent, and adjusting for typos — to connect buyers to what they want.

"We wanted a solution that was API-driven — able to easily connect with our homegrown e-commerce platform — and powered by AI," Kyle Sutter, vice president of technology, Fisheries Supply, said in the release. "Constructor met our needs and exceeded our expectations — saving our team time, rapidly and constantly improving product discovery with AI, and creating a more streamlined and useful experience for buyers."

Fisheries Supply wanted a solution that could recognize the industry jargon and automatically show buyers the items they want. But with its legacy product discovery platform, Fisheries Supply constantly had to set up synonyms for search terms, and code manual workarounds and redirects — creating inefficiencies and stretching the team to capacity.

Plus, given the complex nature of Fisheries Supply's product catalog — with hundreds of thousands of SKUs — it's important to help buyers efficiently discover the right products for them.

Fisheries Supply selected Constructor's AI-based platform to transform product search and discovery across its e-commerce site. Tapping into natural language processing and clickstream behavioral data, Constructor's search functionality automatically recognizes synonyms, adjusts for typos and recognizes user intent. Search results and browse experiences align to buyers' wants and needs, and are personalized to their business models and price points, while also factoring in Fisheries Supply's key performance indicators.

"With Constructor, we don't have to do anything; our site automatically knows what to show buyers, and gets it right," Sutter said in the release. "So if someone searches for bilge pumps, they don't have to scroll through pages of irrelevant results. Our most popular ones are displayed automatically, with our best-sellers and the best items for each visitor right at the top."

In addition to the revenue increase Fisheries Supply has had a 8.5% lift in conversions per user and 6.5% increase in sessions per user.