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192                        <header class="entry-header">
193                            <h1 class="entry-title">Using Product Discovery to Create a Better Shopping Experience and Drive Growth with Next’s Jay O’Neill (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 O’Neill was Product Manager of Product Discovery at Next, one of the UK’s most successful high street retailers focused on fashion and homewares. Jay&nbsp;specialises&nbsp;in growth through digital marketing, CRO, and tech stack&nbsp;optimisation. He scaled soak.com from £2 to £80million, drove digital growth at Holland &amp; Barrett, and took Bathroom Mountain from £0 to £40million in 18 months.&nbsp;</p>
200
201
202
203<p class="wp-block-paragraph">In this episode,&nbsp;returning guest&nbsp;Jay shares what he learned from leading Product Discovery at Next, from getting the foundations of product data right to using AI and&nbsp;search&nbsp;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.&nbsp;</p>
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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>
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261
262
263
264<h3 class="wp-block-heading">Dive in:&nbsp;</h3>
265
266
267
268<p class="wp-block-paragraph">[03:09]&nbsp;AI in product discovery&nbsp;<br>[06:16]&nbsp;Dealing with data silos&nbsp;<br>[10:34]&nbsp;Using AI to analyze search data&nbsp;<br>[14:42]&nbsp;Improving search and&nbsp;utilizing&nbsp;chatbots&nbsp;<br>[16:27]&nbsp;Choosing the right chatbot provider&nbsp;<br>[19:26]&nbsp;Leveraging domain authority for SEO&nbsp;<br>[23:33] Listen to&nbsp;Jay’s&nbsp;Top Tips!&nbsp;</p>
269
270
271
272<h3 class="wp-block-heading">Treat Product Discovery as a Business-Wide Growth Opportunity&nbsp;</h3>
273
274
275
276<p class="wp-block-paragraph">Product discovery is no longer&nbsp;just about onsite&nbsp;search. Jay explains how Next broadened its approach to include recommendations, chatbots, SEO,&nbsp;PPC&nbsp;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.&nbsp;</p>
277
278
279
280<h3 class="wp-block-heading">Fix Your Product Data Before Investing in More Technology&nbsp;</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.&nbsp;At Next, improving product data helped reduce the need for thousands of manual search rules. The lesson is simple:&nbsp;garbage in&nbsp;means garbage out. Before adding another AI tool or chatbot, make sure your product information gives that technology something useful to work with.&nbsp;</p>
285
286
287
288<h3 class="wp-block-heading">Focus on the Product Attributes That Customers Actually Use&nbsp;</h3>
289
290
291
292<p class="wp-block-paragraph">You do not need to perfect every&nbsp;possible product&nbsp;attribute at once. Jay recommends&nbsp;identifying&nbsp;the&nbsp;roughly 20%&nbsp;that matter most to customers and getting&nbsp;those right. Search terms,&nbsp;filters&nbsp;and onsite&nbsp;behaviour&nbsp;can show you which attributes shoppers care about. AI can then help&nbsp;analyse&nbsp;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&nbsp;focus&nbsp;their effort where it can have the biggest impact.&nbsp;</p>
293
294
295
296<h3 class="wp-block-heading">Use Your Product Data to Capture Emerging Demand&nbsp;</h3>
297
298
299
300<p class="wp-block-paragraph">Good product&nbsp;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&nbsp;searches&nbsp;and build&nbsp;timely&nbsp;
300campaigns. The real opportunity comes from moving quickly when a trend starts to appear. If your data shows that a particular&nbsp;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&nbsp;analysing&nbsp;large datasets.&nbsp;</p>
301
302
303
304<h3 class="wp-block-heading">Keep Testing, Cleaning and Shopping Your Own Site&nbsp;</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&nbsp;behaviour&nbsp;change. He also stresses the value of simply&nbsp;shopping&nbsp;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&nbsp;customer&nbsp;journey and drive growth.&nbsp;</p>
309
310
311
312<h2 class="wp-block-heading">eCommerce Book Top Tip&nbsp;</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&nbsp;E.&nbsp;Gerber</li>
318</ul>
319
320
321
322<h2 class="wp-block-heading">eCommerce Traffic Top Tip&nbsp;</h2>
323
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326<ul class="wp-block-list">
327<li>If&nbsp;you’re&nbsp;a founder-led business, build your personal brand on LinkedIn and other social platforms to increase visibility and trust.&nbsp;</li>
328</ul>
329
330
331
332<h2 class="wp-block-heading">Tool Top Tip&nbsp;</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.&nbsp;</li>
338</ul>
339
340
341
342<h2 class="wp-block-heading">Carbon Top Tip&nbsp;</h2>
343
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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.&nbsp;</li>
348</ul>
349
350
351
352<h2 class="wp-block-heading">Interview links&nbsp;</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&nbsp;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 Jay’s first episode on the show where he talks about&nbsp;Building a High-Growth, High-Profit eCommerce Business</a></li>
362</ul>
363
364
365
366<h2 class="wp-block-heading">Related Episodes&nbsp;</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 wouldn’t be possible – 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&amp;utm_medium=podcast&amp;utm_source=ecommerce+masterplan&amp;utm_content=website+banner&amp;utm_term=stage-tofu&amp;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
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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&#8217;d never heard of because AI recommended it — and only five percent verify what AI tells them by visiting the brand&#8217;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
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404<p class="wp-block-paragraph"><a href="https://www.rithum.com/resources/agentic-commerce-report/?utm_campaign=brand+awareness&amp;utm_medium=podcast&amp;utm_source=ecommerce+masterplan&amp;utm_content=website+banner&amp;utm_term=stage-tofu&amp;personalization=">Read the full report.</a></p>
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411
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