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Better Shopping Experience and Drive Growth with Nextâs Jay OâNeill (episode 613)</h1>
195 <span class="entry-meta"><time class="pub-date" datetime="2026-09-21">21st September</time> 196 by <a href="https://ecommercemasterplan.com/author/admin/">Chloë Thomas</a></span> 197 </header> 198 199 200<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> 201 202 203 204<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> 205 206 207 208<span id="more-36441"></span> 209 210 211 212<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> 213 214 215 216<h3 class="wp-block-heading">Listen now for free: </h3> 217 218 219
220<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>
220 221 <div class="redcirclePlayer-7411ce12-8619-4db4-a29e-a8eaa606f05d"></div> 222 <style> 223 .redcircle-link:link { 224 color: #ea404d; 225 text-decoration: none; 226 } 227 .redcircle-link:hover { 228 color: #ea404d; 229 } 230 .redcircle-link:active { 231 color: #ea404d; 232 } 233 .redcircle-link:visited { 234 color: #ea404d; 235 } 236</style> 237<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> 238 239 240 241<h2 class="wp-block-heading has-text-align-center">Subscribe on your Favourite Podcast App</h2> 242 243 244 245<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"> 246<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> 247<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> 248</div> 249 250 251 252<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> 253<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> 254</div> 255 256 257 258<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> 259<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> 260</div> 261</div> 262 263 264 265<h3 class="wp-block-heading">Dive in: </h3> 266 267 268 269<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> 270 271 272 273<h3 class="wp-block-heading">Treat Product Discovery as a Business-Wide Growth Opportunity </h3> 274 275 276 277<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> 278 279 280 281<h3 class="wp-block-heading">Fix Your Product Data Before Investing in More Technology </h3> 282 283 284 285<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> 286 287 288 289<h3 class="wp-block-heading">Focus on the Product Attributes That Customers Actually Use </h3> 290 291 292 293<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> 294 295 296 297<h3 class="wp-block-heading">Use Your Product Data to Capture Emerging Demand </h3> 298 299 300 301<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
301campaigns. 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> 302 303 304 305<h3 class="wp-block-heading">Keep Testing, Cleaning and Shopping Your Own Site </h3> 306 307 308 309<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> 310 311 312 313<h2 class="wp-block-heading">eCommerce Book Top Tip </h2> 314 315 316 317<ul class="wp-block-list"> 318<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> 319</ul> 320 321 322 323<h2 class="wp-block-heading">eCommerce Traffic Top Tip </h2> 324 325 326 327<ul class="wp-block-list"> 328<li>If youâre a founder-led business, build your personal brand on LinkedIn and other social platforms to increase visibility and trust. </li> 329</ul> 330 331 332 333<h2 class="wp-block-heading">Tool Top Tip </h2> 334 335 336 337<ul class="wp-block-list"> 338<li>Connect Claude or ChatGPT to your business tools and workflows to automate tasks and bring useful insights together. </li> 339</ul> 340 341 342 343<h2 class="wp-block-heading">Carbon Top Tip </h2> 344 345 346 347<ul class="wp-block-list"> 348<li>Track damages and returns regularly to find ways to reduce waste, improve efficiency, and lower your carbon footprint. </li> 349</ul> 350 351 352 353<h2 class="wp-block-heading">Interview links </h2> 354 355 356 357<ul class="wp-block-list"> 358<li><a href="https://www.linkedin.com/in/jayoneillretail/" target="_blank" rel="noreferrer noopener">Jay on LinkedIn</a></li> 359 360 361 362<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> 363</ul> 364 365 366 367<h2 class="wp-block-heading">Related Episodes </h2> 368 369 370 371<ul class="wp-block-list"> 372<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> 373 374 375 376<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> 377 378 379 380<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> 381</ul> 382 383 384 385<h4 class="wp-block-heading">Without the sponsors the podcast wouldnât be possible â please do check them out: </h4> 386 387 388 389<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
389w, 640px" /></a></figure> 390 391 392 393<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> 394 395 396 397<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> 398 399 400 401<p class="wp-block-paragraph">AI is answering these questions already. The data you publish decides what it says.</p> 402 403 404 405<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> 406 407 408 409<hr class="wp-block-separator has-alpha-channel-opacity"/> 410 411 412 413<h3 class="wp-block-heading">Full transcript to read & download:</h3> 414 415 416 417<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> 418 419 420 421<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> 422 423 <footer class="entry-footer"> 424 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> 425 Tagged with: </footer> 426 427 </article> 428 </div> 429 </section> 430 431</main> 432<footer class="site-footer" role="contentinfo"> 433 <div class="wrap"> 434 <div class="site-footer-blocks"> 435 <aside id="block-2" class="widget widget_block"> 436<div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex"> 437<div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> 438<h4 class="wp-block-heading" style="text-transform:uppercase">eCommerce MasterPlan Podcast</h4> 439 440 441 442<ul class="wp-block-list"> 443<li><a href="https://ecommercemasterplan.com/b2b-ecommerce-podcast/" data-type="page" data-id="8250">B2B eCommerce Podcasts</a></li> 444 445 446 447<li><a href="https://ecommercemasterplan.com/dtc-brands-on-the-ecommerce-masterplan-podcast/">DTC Brands</a></li> 448 449 450 451<li><a href="https://ecommercemasterplan.com/fashion-on-the-ecommerce-masterplan-podcast/">Fashion & Apparel Podcast Episodes</a></li> 452 453 454 455<li><a href="https://ecommercemasterplan.com/home-garden-ecommerce-podcast-episodes/">Home & Garden Podcast Episodes</a></li> 456 457 458 459<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> 460 461 462 463<li><a rel="noreferrer noopener" href="https://ecommercemasterplan.com/beauty-ecommerce-brands-on-the-ecommerce-masterplan-podcast/" target="_blank">Beauty Episodes</a></li> 464 465 466 467<li><a href="https://ecommercemasterplan.com/one-person-ecommerce-businesses-podcast/">One Person eCommerce Businesses</a></li> 468 469 470 471<li><a href="https://ecommercemasterplan.com/podcast-interviews-shopify-store-owners/">Shopify Businesses</a></li> 472 473 474 475<li><a rel="noreferrer noopener" href="https://ecommercemasterplan.com/magento-podcast/" target="_blank">Magento Businesses</a></li> 476 477 478 479<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> 480 481 482 483<li><a href="https://ecommercemasterplan.com/startup/">Startups</a></li> 484 485 486 487<li><a href="https://ecommercemasterplan.com/subscription-ecommerce-podcasts/">Subscription eCommerce Podcasts</a></li> 488 489 490 491<li><a href="https://ecommercemasterplan.com/top10/">Top 10 Episodes</a></li> 492 493 494 495<li><a href="https://ecommercemasterplan.com/podcast-interviews-ecommerce-businesses-7-figures/">£1m+ Businesses</a></li> 496 497 498 499<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> 500 501 502 503<li><a href="https://ecommercemasterplan.com/what-would-you-do/">
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