Posts tagged with Merchandising

How can you make the best use of site search data?

I've recently looked at site search box design, and best practices for results pages. Today, we look at how to use site search data. 

The terms that customers type into your site search box represent a wealth of valuable data that can be used to learn about your users’ behaviour. 

This data can be used to improve the site search functionality, to optimise results pages for common searches, improve merchandising and more.

I've been asking several e-commerce experts about how site search data can be used most effectively...

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Television networks adopt Rovio's Angry Birds merchandising strategy

https://assets.econsultancy.com/images/resized/0002/1982/angry_plushies-blog-thumb.jpgIn today's multi-channel, multi-platform world, it's increasingly difficult for television networks to lure viewers to their shows. To succeed and build an audience, on-network promotions just won't cut it.

So a growing number of networks are turning to a strategy that has done quite well for a very different type of media company, Rovio, the maker of the hit gaming franchise Angry Birds.

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Boost relevance through powerful online merchandising

Whether selling products in a department store or digital downloads online, the principles of merchandising are the same: Companies must make it easy for customers to discover, consider, and ultimately purchase their products and services.

When it comes to online merchandising, however, marketers have traditionally lagged behind their brick-and-mortar counterparts, the latter having the advantage of real-time interaction with a customer in order to best guide their purchasing decisions.

The challenge for online marketers is to figure out how to seamlessly deliver the same personal experiences to online customers.

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How merchandising can give independent retailers an advantage

olive oil by Muffet, on Flickr

With the retail sector still in the grip of one of the longest recessions anyone can remember, it’s no surprise that many retailers are as depressed as their margins.

Few have any real experience of being in a prolonged downturn and even fewer understand the implications of the changes being brought about by the shift to online.

For small independents who often lack the resources or access to specialist advice they need to navigate their way through these challenges, the shift in the retail landscape has been particularly difficult to handle.

The solution lies in delivering a best practice approach to merchandising...

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Learnings from Digital Cream about Site Search

Site search and merchandising: seven key takeaways from Digital Cream

Last week at the Emirates Stadium in London, Econsultancy's Digital Cream event invited client-side Marketers to learn from their peers across a breadth of topics, from Customer Experience, Conversion Rate Optimisation to Social Media Monitoring.

I was pleased to moderate the Site Search & Merchandising roundtable, sponsored by SLI Systems. The roundtable was in the form of three in-depth peer-led discussions regarding the issues most faced by marketers regarding site search.

Attending the roundtables were a mix of companies, most importantly, not just those with a traditional e-commerce arm.

This meant that the conversation had to be abstracted to cover several different types of content; not just product, but Guides & Help, Technical Specifications and Entertainment & Video.

However, what these companies had in common was the concept of using content to aid conversion. Several attendees from content-driven & entertainment sites had complex attribution models to link conversion back to the content viewed.

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Five basic tips on merchandising and conversion

Merchandising a website takes many forms and is often considered separate to conversion management, but they are in fact deeply integrated.

If you're selling a physical product which requires delivery then merchandising activities could evolve around the category, product, range, accessories and indeed delivery itself.

If you're merchandising a less-tangible product like a service or piece of software, you could merchandise a need, benefits, the service, related products as well as payment options.

Having been asked a few months back to create a presentation on basic merchandising tips I felt compelled to share them with fellow marketers.

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20 ways for etailers to optimise site search and navigation

Improving your site search and navigation can have a dramatic impact on sales. Not being able to find the product you want is one of the top - and sometimes overlooked - barriers to conversion.

In this article I've attempted to summarise what I see as the most important steps to improving the customer experience. While some require specific technology, many of these ideas can be implemented on any website.

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