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Redefining Search for Retail: NOTHS Boosts Search Impact & Revenue with Vertex AI

Not On The High Street

Person relaxing with an eye mask from Not On The High Street

  • Category: Retail Intelligent Experiences Mobile and Web Development

Not On The High Street (NOTHS) is a curated online marketplace which connects shoppers with products from over 5500 small creative UK businesses. The business champions creative entrepreneurs while empowering consumers to discover special finds to gift or for themselves.



Using Google Cloud’s Vertex AI Search for retail (formerly known as Discovery AI), Kin + Carta helped NOTHS to transform their site’s search functionality and reimagine customer experiences.

Google Cloud and NOTHS

At a glance

Pioneering Google Cloud’s Vertex AI Search for retail

Kin + Carta rolled out a production-ready instance of Vertex AI Search for retail in 12 weeks — one of the first to go live in Europe.

Rapid results

Initial testing results were so impressive that after just one week the decision was made to roll out Vertex AI Search for retail.

Boosting conversion rates

NOTHS experienced a 10% increase in search conversion rates YoY when Vertex AI Search for retail went live to all users.

Growing revenue

NOTHS achieved a 2.2% uplift in revenue per user during A/B testing of the solution.

Turning up search relevancy

NOTHS believed that Google Cloud’s Vertex AI Search for retail had the potential to simplify their tech stack, optimise search relevance, and deliver a better shopping experience.

As a trusted Google partner, they turned to Kin + Carta to evaluate the tool against their existing technology and help them overcome key challenges. NOTHS wanted to:

  • Increase visibility of over 350,000 products, ensuring that shoppers didn’t see the same selection of products time after time.
  • Improve data and product tagging consistency while working with thousands of small businesses. NOTHS also wanted to reduce manual data processes.
  • Amplify relevancy through a powerful AI search tool that would return results that were both accurate and personalised to increase conversions.

The implementation of Vertex AI Search for retail has quickly addressed our issues in underperforming search, whilst delivering immediate impact to our revenue.

Kin + Carta's team enabled a quicker process and removed complications, providing our teams with many lightbulb moments along the delivery path.

Dan Lake - VP of Technology, Not On The High Street

Delivering value at speed

Kin + Carta started this transformation with an offline search audit. In just two weeks, we ingested 340,000 products and 26 million events, identifying 90 use cases where we could compare Google Cloud’s Vertex AI Search for retail with NOTHS’ current tool.

After a successful audit, we implemented a production-ready solution in just 12 weeks. A/B testing helped us to show Vertex AI Search for retail's value. We directed 50% of website traffic to the current search tool and 50% to the new solution, measuring key metrics like search click-through rate, conversion rate, and revenue per user. The results were clear—Vertex AI Search for retail was the best tool to help NOTHS achieve its business goals.

What’s more, the entire audit and testing process moved quickly, allowing NOTHS to start experiencing meaningful value quickly. A/B testing finished in June 2023, with the solution scaled to 100% of users just a week later because of the strength of the results delivered by Vertex AI Search for retail.

An award-winning implementation

This partnership saw one of the first implementations of Google Cloud's Vertex AI Search for retail in Europe. The collaboration and rollout of the AI search tool were so successful that it led to Kin + Carta being awarded a 2023 Google Cloud Industry Solution Services Partner of the Year Award for Retail Digital Growth.



And our partnership with NOTHS isn't stopping here. We're set to test a more personalised browsing function in 2024, and exploring the potential of Google's Recommendations AI.

Outdated search solutions will see retailers left behind. Get in touch to find out how we can transform your search function with AI.

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