Video tutorial transcript:

Introduction

Hello, and welcome to this short video introducing synonyms.

This video demonstration will familiarise you with synonyms and how they are set up in Fredhopper’s Merchandising Studio.

Please be aware that test data is used throughout this demo, and you should refer to your own data sets when applying this functionality.

 

What are synonyms?

Synonyms can be set up in your Merchandising studio to ensure relevant search results are provided back to your shopper.

Synonyms offer a mechanism to fine-tune search results to obtain optimal search performance.

Synonyms can be introduced where there is either a discrepancy between what shoppers are calling a product or, how the product data has been set up, for example, backpack and rucksack relate to the same group of products.

They can also be used if the assortment for a particular product type is not very wide but the related terms could be interesting for shoppers. Maybe parka and coat could be related; they are not the same style, so someone looking for a parka style will be more likely to buy a parka than a coat. However, they still fulfil the same purpose so there is a chance of selling the other type.

Therefore, Synonyms can be defined as different words with identical or at least related meanings.

 

Types of synonyms operators

The following synonym operators can be set up in your Merchandising Studio:

Equals; this is where both terms effectively mean the same thing, for example, roll neck and turtle neck. The match rate for either of these terms is the same.

Contains allows you to link words in one direction, for example, you may want a search for clothing to include products for, Tops, Shirts, Skirts, Coats, Jackets, Dresses.

This means if clothing is the search term used, the results would include, Tops, Shirts, Skirts, Coats, Jackets, and Dresses.

The term on the right i.e. tops, shirts, skirts and so on will have a slightly lower match rate than anything that matches the left side directly.

And lastly

Similar;

The first term is more relevant than the second, but all relevant products should still be returned, e.g. "Jumper is similar to Sweatshirt". 

If the shopper searched "jumper" products for jumpers and sweatshirts are returned in that order. 

If the shopper searched for sweatshirts, then the relevant sweatshirts and jumpers would be returned, in that order.

The first term that is search receives a significantly higher match rate score so will feature at the top of the result set, the other term will appear at the bottom of the results set.

 

So how do we set up synonyms in the Merchandising Studio? Let’s use a scenario to implement each of the 3 synonym operators.

First, I’ll use the equal’s synonym. Let’s use the scenario backpack and rucksack for this demo.

 

How to demo

Using your credentials open your Merchandising Studio. This will open on the campaigns tab by default:

  

From the navigation bar, click on the SYNONYMS tab:

Next … Click on new:

Click SELECT SCOPE and choose the scope:

In the synonym field type the first term backpack:

Then click on the equals operator:

After the equals sign type rucksack:

Then Save and close:

Let’s set up a similar synonym next, so that jumper and sweatshirt will be returned in a search query for either jumper or sweatshirt.

Click on New:

Choose your scope.

Type jumper in the synonyms field:

This time choose the operator similar:

Now type sweatshirt after the similar sign:

Then Save and close:

 

Lastly, let’s set up a contains synonym, so that if a shopper searches for 'workwear', products for shirts, pencil skirts, tie’s and suits will also be returned.

Click on New:

Choose your scope.

Type workwear in the synonym field:

This time choose the operator contains:

After the sign type, shirts, pencil skirts, tie’s and suits all separated with a comma:

  

Then Save and close:

It is best practice to check your configurations return the correct products as expected in your preview site, so go to your preview site:

Click in the search area and type ‘rucksack’ to check what products are returned:

Make further searches for the other synonyms that have been configured.

Once you are happy with these synonyms, send them all for publication:

Once these have been published they will be live on your site, depending on your cache process.

 

Best practice

A few things to remember …

• Check your site or preview pages if there are any products missing in a search result before setting up any synonyms.
• Have good knowledge of your product data which makes it easier to predict how a synonym will influence search results.
• Have good knowledge of your shoppers search queries, what shoppers expect to find, and the products that are actually returned when a search is executed.
• Don’t create too many synonyms.
• Good synonyms can help bring the most relevant results to the top, while an unnecessary synonym can give undeserved emphasis on less relevant results.
• Check synonyms in Preview before publishing.

 

Thank you for watching this demo video, we hope you have enjoyed this quick introduction to synonyms.

Please do not hesitate to contact us should you have any questions, use this link to raise a ticket.

                                                                                                                                                                          

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