Online merchandising describes how we are presenting our products and services on Retail websites. One of the primary objectives of the online retailer is to make customer satisfied and earn profits.
There are two cases
1. Right online merchandising: Easy to explore website, easily can find what they want and may buy more items than required.
2. Getting it wrong : customers can’t find products easily , creates confusion , decision making problems , customer may choose different site .
Online merchandising may be defined as “selection & presentation of products / services and contents to make best use of screen real estate”
As the number of companies / online retailers is growing year on year, it’s very important for the online retailers to concentrate on online merchandising techniques. And make sure that these websites are easy to navigate, easy to explore products, easy to pay and prompt delivery of goods.
Basic online merchandising Techniques used by retailers listed below:
- Provide Browsing options
o Browse by product type
o Browse by brand
o Browse by occasion
o Browse by colour
o Browse by best deals
o Browse by best sellers
- Provide product information at different levels
o Category level information
§ Category structure
· Example : women---àtops--àHalf sleeve / Full Sleeve
o Product list Page
§ Small images
§ No. Products per page
§ Price
§ Brands
§ Discounts
o Product page
§ Product information
§ Product detailed description
§ Available sizes
§ Fit guide
§ Delivery options
§ Colours
§ Multi buy savings
§ Discount if any
§ Warranty
Cross selling
§ It’s always good to cross sell additional products to increase basket size. Example: suggesting “ people who bought this also bought” or recommendations or similar products – on website
§ Sponsored products of same category - ( advertisements/ paid)
Up-selling
§ On product page offer products the customer may want to add their order based on what they have purchased.
§ Example : Accessories which goes with the main products
Basket offers
§ Putting special offers in the basket for customers to add as impulse buys are great for boosting basket size/ value.
Review & Regular feedback system
Once we setup online merchandising, we need to make sure that customers are doing well. Web analytics will help a lot to analyse; the numbers of customers are visiting your site, how many are buying, how many are returning without a purchase.
Develop & run customer surveys to know what they think.
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