For the first time in history we are able to measure the consumption patterns, inclinations and tastes of an entire market of consumers in real time-based on their emotional context-and just as quickly adjust the product offering to reflect their intended desires. This is nothing less than an epochal shift in the $330B Home Decor market and possibly many others.
In a world of infinite choice, context–not content–is king!–Eric Schmidt, CEO, Google
The big 3 search engines and online retailers regard home decor as a widely diverse three-dimensional marketplace, yet look at it through a one-dimensional lens to create a user experience without meaning or personal context-resulting in “search noise” (random content or products of poor quality). The Pure Home search technology’s three-dimensional approach, engages the required senses (verbal expression, visualization and emotion) to activate the user’s creative sub-conscience to derive emotional context to create a data set used to filter out search noise by screening for and elevating the few products that are contextually relevant to the consumer, and suppressing the many that are not. Too much search noise results in people not buying.
Clearing away search noise for online retailers, including Amazon.com, or relevancy rank search engines is a challenge-they are missing emotional context. Relying upon one-size-fits-all aggregation and filtering processes that emphasizes simplicity (and lowest common-denominator meta data) forces product queries into a standard presentation model that does not cater effectively to nuance or niche product offerings or styles genres – and therefore, most consumers and manufactures in home decor. Consumers seeking these niche wares have to invest significantly more time to find these products (if they even do find them), manually filtering through a good amount of search noise. If left unchecked, search noise will continue to significantly impede the performance of this market.
Home decor is an exercise in human necessity; a person’s desires to create a living space that expresses “who” they are, but many of us don’t know or how to express what we are looking for, thus content and product recommendations only make sense when they are relevant to a consumer’s self-expression, colors, styles, emotional desires, and like products within various categories. And while contextual or intent recommendations have all the demand-generation power of advertising, they have the benefit of performing at virtually no cost. Most importantly, they boost consumer satisfaction by connecting consumers with products that are more right for them than the broad-appeal found at their local retailer or the algorithmic relevancy of popular search engines. We are leaving the Information Age and entering the Recommendation Age. However, as ridiculously as it may sound, the home decor industry as a whole has yet to embrace the Information Age.