Interflora has deployed a search tool on its web site that constantly refines results based on past customer behaviour.

The technology, which is delivered as a hosted service by SLI Systems, learns which results customers click on for each search term and displays the most popular more prominently in search results.

SLI said that this means customers get what they are looking for on the first page of search results 90 per cent of the time. The system also allows Interflora to introduce marketing to search results, which highlights particular promotions or offers.

SLI vice-president of marketing Geoff Brash explained that, as well as improving customer experience, the system reports on customers’ search activity and behaviour, which can be plugged straight into Interflora’s existing web analytics tool.

Interflora head of channel development Ben Freeborn said: “The system gives us a much better understanding of our customers and increased control of the search results, which will allow us to increase conversion rates throughout the web site.”