Target Australia

grows search revenue by A$13M with Constructor

INDUSTRY

General Merchandise

HEADQUARTERS

Melbourne, Australia

SOLUTIONS

Search, Browse, Recommendations

“Constructor has always made themselves available to help us. It’s refreshing to work with a team who’s more than willing to jump on last-minute calls to help us get the most out of the platform.”
Melissa Salipas
Senior Digital Product Manager, Target Australia
“Constructor has always made themselves available to help us. It's refreshing to work with a team who's more than willing to jump on last-minute calls to help us get the most out of the platform."
Melissa Salipas
Senior Digital Product Manager, Target Australia

Target Australia has been an iconic brand in the Australian marketplace for over 95 years.

Target’s main focus is providing customers with amazing experiences by offering high quality products at the lowest prices. With the massive increase in online shopping over the last few years, Target Australia has begun to invest heavily in digitising the business and increasing online sales—and they needed a standout product discovery partner to help them make the transition.

Target Australia has been an iconic brand in the Australian marketplace for over 95 years. 

Target’s main focus is providing customers with amazing experiences by offering high quality products at the lowest prices. With the massive increase in online shopping over the last few years, Target Australia has begun to invest heavily in digitising the business and increasing online sales—and they needed a standout product discovery partner to help them make the transition.

The Challenge

Despite making large strides towards improving their online experiences, Target Australia was stuck using a legacy solution for search and discovery that put an undue load on their already laboring tech stack. 

The legacy platform presented several difficulties to the Target team:

  • It lacked the ability to provide detailed, actionable metrics and insights 
  • It required a specialist to tune and tweak search experiences
  • It wasn’t equipped to provide users with attractive, KPI-optimised results using machine learning and personalization
  • It made site merchandising an extremely manual, cumbersome and time-consuming process

Recognizing that the platform was not performing at the standard required to achieve their ambitious digital aspirations, the Target team sought a better solution.

Recognising that the platform was not performing at the standard required to achieve their ambitious digital aspirations, the Target team sought a better solution.

Despite making large strides towards improving their online experiences, Target Australia was stuck using a legacy solution for search and discovery that put an undue load on their already laboring tech stack. 

The legacy platform presented several difficulties to the Target team:

  • It lacked the ability to provide detailed, actionable metrics and insights 
  • It required a specialist to tune and tweak search experiences
  • It wasn’t equipped to provide users with attractive, KPI-optimised results using machine learning and personalisation
  • It made site merchandising an extremely manual, cumbersome and time-consuming process

Where Constructor Comes In

Target spoke with vendors in the space before deciding to run a proof-of-concept with a select few prospective partners to test each machine learning-backed platform. Could it drive important business KPIs, and by how much?

With the Constructor Proof Schedule, Target Australia was able to see a live value assessment that used real data from their website to quantify the lifts that new customers can expect to see once they implement Constructor. This risk-free approach gives retailers and brands the confidence they need to invest in product search and discovery.

Step One

Install beacon and send product catalog

Step Two

Opportunity analysis on your site, with your data

Step Three

Evaluation and business case

Step Four

AI dashboard with your insights

After completing the Proof Schedule, Target concluded that Constructor met their needs in terms of out-of-the-box tech, cost structure and focus on driving Target’s important business KPIs with machine learning.

Constructor and Target’s teams began working closely together to get Constructor live on the site, and the results rolled in shortly thereafter. “Constructor allows us to easily load all our product data into the platform to optimise for our specific business KPIs,” says Melissa Salipas, Senior Digital Product Manager at Target Australia. “It can even provide a lens of personalization by ranking results with advanced machine learning. The Constructor dashboard is incredibly easy to understand and use.”

The Results

+9%

in search revenue

+$13M

in search revenue (AUD)

-93%

in bounce rate

+12%

in search contribution to revenue

Driving cumulative lifts over time, Constructor has helped Target Australia gain substantial additional revenue, save time and improve the online customer experience.

Not only have Constructor and Target Australia succeeded in driving business metrics that matter, but also in building out a successful partnership between the two teams.

“Constructor has always made themselves available to help us,” Salipas says. “It’s refreshing to work with a team who’s more than willing to jump on last-minute calls to help us get the most out of the platform.”

See what Constructor can do for you​

Try out Constructor’s ML product discovery platform on your site, with your data: