Hi All,
Online Merchandising
In a nutshell, online merchandising is about how you present your
products, both individually and collectively. It’s also about how you
promote products and other offers. Some aspects of merchandising are
about the products themselves. Much of merchandising is about how
products are presented. In many cases, specific online tools and tactics
are used to enhance presentation.
Here are some tools and tactics to improve online merchandising.
- Individual product content
This includes primary
and alternative images, descriptions, specifications, pricing details,
availability, country of manufacture, manufacturer, and so forth. This
is very basic information, but incredibility important for shoppers as
well as search engine optimization.
Most stores sell categories of
similar products. How do you present them? Are they grouped together
side by side in a grid view or presented down the page in a list view?
How many products make up a category? Are there subcategories? Do you
present an ensemble of related items for context?
These are the shopping aisles of your
online store. Key pages in your online store are the home page, product
category pages, product list pages, search results pages, product detail
pages, landing pages, shopping cart, registration, checkout,
informational pages, and comparison pages. Each needs to be the best
possible at what it does.
Do you present related items on a
product detail page only, or add them to a category page or even the
shopping cart? These are usually cross sells, but can also be
complementary items.
Unlike related items, these are usually upsells.
Do you include features that allow shoppers to select products for comparison?
This has become a staple of
online merchandising. If you don’t have this feature and a shopper
relies on other peoples’ opinions about a product, he is likely to shop
elsewhere.
As shopping becomes more
personalized, stores are delivering pop-up offers that are generally
related to the items you are shopping for. This may be a free shipping
offer, a discount, a buy-one-get-one free or other types of incentives.
This is an ongoing debate in design
circles. How much white space should you have in your product list or
product detail pages. The answer is: It depends on your branding,
products, customers, and the quality and types of content you have about
your products.
Do you go bold
or subtle with your pricing. Do you present a “list price” and “our
price” to show value? Do you highlight the savings? Again, it depends on
your target market, your value proposition and your branding.
Do you present your default search
based on “best sellers,” “price,” “most relevant,” or “brand”? Do you
allow shoppers to choose their own preferences?
These are used for seasonal
sales, clearances, or simply related items. They are usually attached
to promotions – such as email, social media, and advertising. They can
be basic product list pages, or something much more focused on the
products being featured.
Most sites leverage a wide
variety of promotional banners that appear based on behaviors or
specific site locations. They may be promoting the weekly special, free
shipping, loyalty programs, and so forth.
Leverage your likes, comments, and
tweets on specific product categories or items. Millennials in
particular are a group that likes to hear what their friends and peers
think about products.
Courtesy: http://www.practicalecommerce.com/articles/66443-20-Tools-Tactics-to-Improve-Online-Merchandising
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