It's a subconscious dopamine hit, “I'm ready to buy. I'm going to go search. And now it doesn't work because this site hasn't done a great job.” So, of course, as you can imagine, this has been a passion for us over the many years we've been delivering for overall eCommerce and specifically for buyers groups. And so really what we want to do is talk for a few minutes here about the key foundational aspects of what makes search work well.
At the end of the day, I would say you have three pillars to this with that aspect. Number one is the data itself. And this is really something I think a lot of people overlook, but does the data that you're using actually give a capability to be able to complete a search effectively? Now, one of the best ways that we can do this—and we can solve for this is—integrating with any ERP, PIM, line-of-business application. In most cases, our clients use our platform as a PIM, but really any application that we're going to pull in data from.
The other thing is, how can we enrich that data? And this is an activity that a lot of companies and buying groups don't ever get to. They have great aspirations to enrich their data and make their meta-information more robust. It's a classic tale that we hear, but their business is, to some extent, so successful that it causes them to have a limiter, a throttle on their success because the foundational aspect of how they're marketing their business with these products and the product information. It has quality limits. So we really want to encourage you to look at that foundational element with the data.
The second piece is the actual technology itself. Does the foundational technology that you're using allow you to do all the things that you need done? And then I would say the third piece is the actual user interface. How well does it allow the user to take advantage of that great data and that great capability?
With those three things in mind, I would love it, Ron, if you wanted to just talk a little bit about any of those, but if you wanted to talk a little bit about that search capability as well.
RON: I'll bring up some screenshots so we can actually really tie this in for you. So, as Chris was talking about the data, the thing that's so key here is, can your search engine be configured to include other elements of data? So, for example, within our eCommerce platform—and I'm going to bring this up on the screen here—we had a client that came in that said we have these strange SKUs, and you can see this one right here. It's called multi—I don't remember what it is, but when the screenshot pops up, you'll see it.