Transforming Search Experience with Empathy AI Search

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Uplift in Findability

Growth in Overall Search Revenue

Increase in Retailn Media Revenue

INTRODUCTION

Primor, established in 1953, is a family-owned retail chain specializing in cosmetics and personal care products. Headquartered in Málaga, Spain, it has grown into a leading player in the Spanish beauty market. With over 250 physical stores across Spain, Portugal, and Andorra, and an e-commerce platform attracting over 17 million users, Primor is recognized as the top online retailer in the perfumery and beauty category in Spain. Known for its motto “Big Brands at Small Prices,” Primor combines affordability with quality, making it a household name in the beauty industry.

Revolutionizing Search with GenAI

Primor partnered with Empathy Platform to enhance its search capabilities, aiming to deliver a more intuitive and engaging shopping experience, upgrading their keyword based and highly manual search experience with Doofinder. The new AI search solution introduced cutting-edge features grouped into four key areas:

Conversational Services:

Related Tags:

Related Tags:Contextual query suggestions to help customers refine their queries effortlessly.

Next Query Suggestions:

Guides shoppers to explore related searches based on their intent.

Gen AI Search:

Semantic Search  & Related Prompts:

Powered by Semantic, NLP and open ource DeepSeek R1, this generative AI feature provides relevant questions akin to those posed by a shop assistant. It enriches the catalog dynamically and enhances product discovery.

Equalize + Contextualize:

Improved relevancy and explainability of search results through advanced ranking criteria. This ensures greater commercial intelligence by prioritizing sales, availability, and shopper intent without manual input.

Enhanced Customer Centric UX Design

Product variant selectors embedded within product cards.

Integration of sales/promotions directly into search results(sponsored
/organic).

Instant results displayed as users type queries, creating a seamless experience.

Results and Benefits

The migration to Empathy Platform yielded remarkable outcomes for Primor:

17%

Uplift in Findability

Enhanced ranking criteria powered by contextualize capabilities improved product discoverability. Crowdsourced intent detection and commercial rules like sales and availability contributed significantly to this uplift.

08%

Growth in Overall Search Revenue

An impressive 34% increase in Queries Per Session (QPS) led to an 5% growth in Average Order Value (AOV) and an 2% increase in Average Items per Order (AIO), showcasing the platform’s cross-selling capability..

04%

Increase in Retailn Media Revenue

Integration with Criteo’s retail media solution boosted revenue from sponsored products.

I love how the new search not only helps our customers find products faster, but also inspires them with smart, contextual suggestions that boost cross-selling. Seeing an 8% uplift in sales is a fantastic result for Primor!

Guillermo Peciña

Ecommerce Manager - Primor

Conclusion

Empathy Platform has transformed Primor’s search experience into a dynamic, engaging and customer-centric journey. By leveraging Gen AI-driven features like Related Prompts, Semantic Search and contextual ranking, Primor has not only enhanced user satisfaction but also achieved significant business growth whilst regaining time previously wasted on manually “fixing” search. This partnership underscores the potential of advanced search technologies to redefine e-commerce success while aligning with modern consumer expectations.

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