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Better Shopping Experience and Drive Growth with Nextâs Jay OâNeill (episode 613)</h1>
194 <span class="entry-meta"><time class="pub-date" datetime="2026-09-21">21st September</time> 195 by <a href="https://ecommercemasterplan.com/author/admin/">Chloë Thomas</a></span> 196 </header> 197 198 199<p class="wp-block-paragraph">Jay OâNeill was Product Manager of Product Discovery at Next, one of the UKâs most successful high street retailers focused on fashion and homewares. Jay specialises in growth through digital marketing, CRO, and tech stack optimisation. He scaled soak.com from £2 to £80million, drove digital growth at Holland & Barrett, and took Bathroom Mountain from £0 to £40million in 18 months. </p> 200 201 202 203<p class="wp-block-paragraph">In this episode, returning guest Jay shares what he learned from leading Product Discovery at Next, from getting the foundations of product data right to using AI and search insights to uncover new growth opportunities. He also explains how eCommerce teams can make product discovery work harder across SEO, PPC, onsite search and the wider customer journey. </p> 204 205 206 207<span id="more-36441"></span> 208 209 210 211<figure class="wp-block-image aligncenter size-large"><img fetchpriority="high" decoding="async" width="1024" height="536" src="https://ecommercemasterplan.com/wp-content/uploads/2026/09/EM613-Landscape-1024x536.png" alt="Jay O'Neill Next on eCommerce MasterPlan Podcast" class="wp-image-36456" srcset="https://ecommercemasterplan.com/wp-content/uploads/2026/09/EM613-Landscape-1024x536.png 1024w, https://ecommercemasterplan.com/wp-content/uploads/2026/09/EM613-Landscape-300x157.png 300w, https://ecommercemasterplan.com/wp-content/uploads/2026/09/EM613-Landscape-768x402.png 768w, https://ecommercemasterplan.com/wp-content/uploads/2026/09/EM613-Landscape.png 1200w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> 212 213 214 215<h3 class="wp-block-heading">Listen now for free: </h3> 216 217 218
219<script async defer onload="redcircleIframe();" src="https://api.podcache.net/embedded-player/sh/a404370f-d5ea-48ad-8655-f6b7d89a91a6/ep/7411ce12-8619-4db4-a29e-a8eaa606f05d"></script>
219 220 <div class="redcirclePlayer-7411ce12-8619-4db4-a29e-a8eaa606f05d"></div> 221 <style> 222 .redcircle-link:link { 223 color: #ea404d; 224 text-decoration: none; 225 } 226 .redcircle-link:hover { 227 color: #ea404d; 228 } 229 .redcircle-link:active { 230 color: #ea404d; 231 } 232 .redcircle-link:visited { 233 color: #ea404d; 234 } 235</style> 236<p style="margin-top:3px;margin-left:11px;font-family: sans-serif;font-size: 10px; color: gray;">Powered by <a class="redcircle-link" href="https://redcircle.com?utm_source=rc_embedded_player&utm_medium=web&utm_campaign=embedded_v1">RedCircle</a></p> 237 238 239 240<h2 class="wp-block-heading has-text-align-center">Subscribe on your Favourite Podcast App</h2> 241 242 243 244<div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-6896bf9e wp-block-columns-is-layout-flex" style="padding-top:10px;padding-right:10px;padding-bottom:10px;padding-left:10px"> 245<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> 246<figure class="wp-block-image aligncenter size-full"><a href="https://apple.co/3jvMzGu" target="_blank" rel="noreferrer noopener"><img decoding="async" width="165" height="40" src="https://ecommercemasterplan.com/wp-content/uploads/2020/07/A-Apple-badge-165.png" alt="Listen on Apple Podcasts" class="wp-image-16284"/></a></figure> 247</div> 248 249 250 251<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> 252<figure class="wp-block-image aligncenter size-full"><a href="https://open.spotify.com/show/3ka4BlUvRxYZgcA8dElQW3" target="_blank" rel="noreferrer noopener"><img decoding="async" width="132" height="40" src="https://ecommercemasterplan.com/wp-content/uploads/2020/07/A-Spotify_Logo_RGB_Green-40-high.png" alt="Listen on Spotify" class="wp-image-16283"/></a></figure> 253</div> 254 255 256 257<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> 258<figure class="wp-block-image aligncenter size-full is-resized"><a href="https://www.youtube.com/playlist?list=PLOBel2OXSly-tjPzvLHLmBUh6iz4j2S6V" target="_blank" rel="noreferrer noopener"><img loading="lazy" decoding="async" width="279" height="91" src="https://ecommercemasterplan.com/wp-content/uploads/2022/08/AvailableonYouTube-black-2xpng.png" alt="listen on YouTube" class="wp-image-32461" style="width:150px"/></a></figure> 259</div> 260</div> 261 262 263 264<h3 class="wp-block-heading">Dive in: </h3> 265 266 267 268<p class="wp-block-paragraph">[03:09] AI in product discovery <br>[06:16] Dealing with data silos <br>[10:34] Using AI to analyze search data <br>[14:42] Improving search and utilizing chatbots <br>[16:27] Choosing the right chatbot provider <br>[19:26] Leveraging domain authority for SEO <br>[23:33] Listen to Jayâs Top Tips! </p> 269 270 271 272<h3 class="wp-block-heading">Treat Product Discovery as a Business-Wide Growth Opportunity </h3> 273 274 275 276<p class="wp-block-paragraph">Product discovery is no longer just about onsite search. Jay explains how Next broadened its approach to include recommendations, chatbots, SEO, PPC and other customer touchpoints. The key is to make sure these channels are working from the same product data and insights. This can reduce duplicated work and create a more consistent customer experience. It can also help your product data drive growth across more parts of the business. </p> 277 278 279 280<h3 class="wp-block-heading">Fix Your Product Data Before Investing in More Technology </h3> 281 282 283 284<p class="wp-block-paragraph">Better technology cannot compensate for poor product data. Jay has seen retailers struggle with search because their data was incomplete or inconsistent, even when they had sophisticated search tools. At Next, improving product data helped reduce the need for thousands of manual search rules. The lesson is simple: garbage in means garbage out. Before adding another AI tool or chatbot, make sure your product information gives that technology something useful to work with. </p> 285 286 287 288<h3 class="wp-block-heading">Focus on the Product Attributes That Customers Actually Use </h3> 289 290 291 292<p class="wp-block-paragraph">You do not need to perfect every possible product attribute at once. Jay recommends identifying the roughly 20% that matter most to customers and getting those right. Search terms, filters and onsite behaviour can show you which attributes shoppers care about. AI can then help analyse large volumes of search data and uncover patterns that would take a human team much longer to find. This gives eCommerce teams a practical way to focus their effort where it can have the biggest impact. </p> 293 294 295 296<h3 class="wp-block-heading">Use Your Product Data to Capture Emerging Demand </h3> 297 298 299 300<p class="wp-block-paragraph">Good product data can do much more than improve onsite search. Jay explains how retailers can use product attributes and trends to create new category pages, target long-tail searches and build timely
300campaigns. The real opportunity comes from moving quickly when a trend starts to appear. If your data shows that a particular colour, style or product attribute is gaining interest, you can build content and campaigns around it before competitors catch up. AI can also help teams spot these trends much faster by analysing large datasets. </p> 301 302 303 304<h3 class="wp-block-heading">Keep Testing, Cleaning and Shopping Your Own Site </h3> 305 306 307 308<p class="wp-block-paragraph">Product discovery is not something you set up once and forget. Jay recommends regularly reviewing old search rules because outdated rules can create problems as technology and customer behaviour change. He also stresses the value of simply shopping your own website like a customer and checking what competitors are doing. This hands-on approach can reveal problems that reports may miss, from poor search results to gaps in product information. Make that kind of review part of your regular workflow, and you will spot more opportunities to improve the customer journey and drive growth. </p> 309 310 311 312<h2 class="wp-block-heading">eCommerce Book Top Tip </h2> 313 314 315 316<ul class="wp-block-list"> 317<li><em><a href="https://www.amazon.com/Myth-Revisited-Small-Businesses-About/dp/0887307280" target="_blank" rel="noreferrer noopener">The E-Myth Revisited</a></em> by Michael E. Gerber</li> 318</ul> 319 320 321 322<h2 class="wp-block-heading">eCommerce Traffic Top Tip </h2> 323 324 325 326<ul class="wp-block-list"> 327<li>If youâre a founder-led business, build your personal brand on LinkedIn and other social platforms to increase visibility and trust. </li> 328</ul> 329 330 331 332<h2 class="wp-block-heading">Tool Top Tip </h2> 333 334 335 336<ul class="wp-block-list"> 337<li>Connect Claude or ChatGPT to your business tools and workflows to automate tasks and bring useful insights together. </li> 338</ul> 339 340 341 342<h2 class="wp-block-heading">Carbon Top Tip </h2> 343 344 345 346<ul class="wp-block-list"> 347<li>Track damages and returns regularly to find ways to reduce waste, improve efficiency, and lower your carbon footprint. </li> 348</ul> 349 350 351 352<h2 class="wp-block-heading">Interview links </h2> 353 354 355 356<ul class="wp-block-list"> 357<li><a href="https://www.linkedin.com/in/jayoneillretail/" target="_blank" rel="noreferrer noopener">Jay on LinkedIn</a></li> 358 359 360 361<li><a href="https://ecommercemasterplan.com/jay-o-neill-ecommerce-growth-podcast/" target="_blank" rel="noreferrer noopener">Listen to Jayâs first episode on the show where he talks about Building a High-Growth, High-Profit eCommerce Business</a></li> 362</ul> 363 364 365 366<h2 class="wp-block-heading">Related Episodes </h2> 367 368 369 370<ul class="wp-block-list"> 371<li><a href="https://ecommercemasterplan.com/michael-e-gerber-discusses-beyond-the-emyth/" target="_blank" rel="noreferrer noopener">Michael E Gerber</a>, author of Beyond the eMyth and small business guru talks eCommerce with Chloë (episode 89)</li> 372 373 374 375<li><a href="https://ecommercemasterplan.com/ecommerce-success-2025-growth-podcast/" target="_blank" rel="noreferrer noopener">Top Tips for eCommerce Growth in 2025</a> (episode 526)</li> 376 377 378 379<li><a href="https://ecommercemasterplan.com/doofinder-ai-assistant-podcast/" target="_blank" rel="noreferrer noopener">5 Big Wins You Get with an AI Shopping Assistant</a> (episode 599)</li> 380</ul> 381 382 383 384<h4 class="wp-block-heading">Without the sponsors the podcast wouldnât be possible â please do check them out: </h4> 385 386 387 388<figure class="wp-block-image alignleft size-full"><a href="https://www.rithum.com/resources/agentic-commerce-report/?utm_campaign=brand+awareness&utm_medium=podcast&utm_source=ecommerce+masterplan&utm_content=website+banner&utm_term=stage-tofu&personalization=" target="_blank" rel=" noopener"><img loading="lazy" decoding="async" width="640" height="300" src="https://ecommercemasterplan.com/wp-content/uploads/2026/07/rithum.png" alt="rithum" class="wp-image-36404" srcset="https://ecommercemasterplan.com/wp-content/uploads/2026/07/rithum.png 640w, https://ecommercemasterplan.com/wp-content/uploads/2026/07/rithum-300x141.png 300w" sizes="auto, (max-width: 640px) 100v
388w, 640px" /></a></figure> 389 390 391 392<p class="wp-block-paragraph">When an AI recommends a product to your customer, is it recommending yours? Rithum surveyed over a thousand US and UK shoppers on how they use AI to find, compare, and choose.</p> 393 394 395 396<p class="wp-block-paragraph">One in five shoppers had bought from a brand they’d never heard of because AI recommended it â and only five percent verify what AI tells them by visiting the brand’s own site.</p> 397 398 399 400<p class="wp-block-paragraph">AI is answering these questions already. The data you publish decides what it says.</p> 401 402 403 404<p class="wp-block-paragraph"><a href="https://www.rithum.com/resources/agentic-commerce-report/?utm_campaign=brand+awareness&utm_medium=podcast&utm_source=ecommerce+masterplan&utm_content=website+banner&utm_term=stage-tofu&personalization=">Read the full report.</a></p> 405 406 407 408<hr class="wp-block-separator has-alpha-channel-opacity"/> 409 410 411 412<h3 class="wp-block-heading">Full transcript to read & download:</h3> 413 414 415 416<p class="wp-block-paragraph"><a href="https://www.dropbox.com/scl/fi/cuuttcj8dvcrcneb9u1vs/EM-613-Transcript.pdf?rlkey=wcldrzgpq3sm3hk0c364v7icd&st=mlhl8zum&dl=0" target="_blank" rel="noreferrer noopener">Click to access</a></p> 417 418 419 420<p class="wp-block-paragraph">Like to be a guest? <a href="https://ecommercemasterplan.com/guest/" target="_blank" rel="noreferrer noopener">Apply Here</a></p> 421 422 <footer class="entry-footer"> 423 Filed under: <a href="https://ecommercemasterplan.com/category/podcast/2026/" rel="category tag">2026 Episodes</a>, <a href="https://ecommercemasterplan.com/category/podcast/" rel="category tag">eCommerce MasterPlan Podcast</a>, <a href="https://ecommercemasterplan.com/category/podcast/fashion/" rel="category tag">Fashion and Accessories</a>, <a href="https://ecommercemasterplan.com/category/podcast/home-and-garden/" rel="category tag">Home and Garden</a>, <a href="https://ecommercemasterplan.com/category/podcast/1000000/" rel="category tag">Over 7-figure Turnover eCommerce Podcasts</a><br> 424 Tagged with: </footer> 425 426 </article> 427 </div> 428 </section> 429 430</main> 431<footer class="site-footer" role="contentinfo"> 432 <div class="wrap"> 433 <div class="site-footer-blocks"> 434 <aside id="block-2" class="widget widget_block"> 435<div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex"> 436<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> 437<h4 class="wp-block-heading" style="text-transform:uppercase">eCommerce MasterPlan Podcast</h4> 438 439 440 441<ul class="wp-block-list"> 442<li><a href="https://ecommercemasterplan.com/b2b-ecommerce-podcast/" data-type="page" data-id="8250">B2B eCommerce Podcasts</a></li> 443 444 445 446<li><a href="https://ecommercemasterplan.com/dtc-brands-on-the-ecommerce-masterplan-podcast/">DTC Brands</a></li> 447 448 449 450<li><a href="https://ecommercemasterplan.com/fashion-on-the-ecommerce-masterplan-podcast/">Fashion & Apparel Podcast Episodes</a></li> 451 452 453 454<li><a href="https://ecommercemasterplan.com/home-garden-ecommerce-podcast-episodes/">Home & Garden Podcast Episodes</a></li> 455 456 457 458<li><a href="https://ecommercemasterplan.com/b-corp-ecommerce-case-studies/" data-type="page" data-id="29523" target="_blank" rel="noreferrer noopener">B Corp Interviews</a></li> 459 460 461 462<li><a rel="noreferrer noopener" href="https://ecommercemasterplan.com/beauty-ecommerce-brands-on-the-ecommerce-masterplan-podcast/" target="_blank">Beauty Episodes</a></li> 463 464 465 466<li><a href="https://ecommercemasterplan.com/one-person-ecommerce-businesses-podcast/">One Person eCommerce Businesses</a></li> 467 468 469 470<li><a href="https://ecommercemasterplan.com/podcast-interviews-shopify-store-owners/">Shopify Businesses</a></li> 471 472 473 474<li><a rel="noreferrer noopener" href="https://ecommercemasterplan.com/magento-podcast/" target="_blank">Magento Businesses</a></li> 475 476 477 478<li><a href="https://ecommercemasterplan.com/woocommerce-case-studies-on-the-ecommerce-masterplan-podcast/" data-type="page" data-id="29525" target="_blank" rel="noreferrer noopener">WooCommerce Businesses</a></li> 479 480 481 482<li><a href="https://ecommercemasterplan.com/startup/">Startups</a></li> 483 484 485 486<li><a href="https://ecommercemasterplan.com/subscription-ecommerce-podcasts/">Subscription eCommerce Podcasts</a></li> 487 488 489 490<li><a href="https://ecommercemasterplan.com/top10/">Top 10 Episodes</a></li> 491 492 493 494<li><a href="https://ecommercemasterplan.com/podcast-interviews-ecommerce-businesses-7-figures/">£1m+ Businesses</a></li> 495 496 497 498<li><a href="https://ecommercemasterplan.com/ecommerce-book-authors-podcast-episodes/" data-type="link" data-id="https://ecommercemasterplan.com/ecommerce-book-authors-podcast-episodes/">Authors</a></li> 499 500 501 502<li><a href="https://ecommercemasterplan.com/what-would-you-do/">
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