The Merchandising is a set of techniques to maximize sales . But, merchandising is not only done in traditional retail stores . It is indeed possible to apply this concept to E-Commerce sites.
We then move from merchandising as we know it to e-merchandising (or online merchandising). This therefore corresponds to the techniques implemented on its sales site. The goal is to increase its conversion rate and its average basket.
In this article, we will study the challenges of online merchandising . Then, we will give you the useful tools to set up effective techniques.
Online merchandising : what are the issues, how to do it?
The merchandising , as mentioned in the introduction, is to increase sales, in number and volume, keep visitors on the site …
The very principle of merchandising is to encourage the consumer to buy . All merchants must therefore apply all the techniques of e-merchandising in order to transform visitors into customers.
Increase your conversion rate and average basket
The rules to put in place for your e-merchandising can be summarized by Charles Kepner’s 5Bs:
The Right Product : the terms used to refer to the item must be clear, so that the buyer knows what he is dealing with
In the Right Place : the product must be displayed in an accessible and clear place
At the right time : your offer is available “at the right time” for the consumer
In good quantity : the product must be available in stock, so as not to be a point of disappointment and blocking for the potential customer
Accompanied by the Right Information : the product sheets clarify certain consumers’ doubts, while providing all the essential information
The techniques put in place for your e-merchandising allow you to sell more and increase the average basket, while building customer loyalty.
User experience (UX)
The user experience, which is also known as the UX ( User eXperience ), is the study of the behavior of the user , and its relationship with the products you offer.
It is often said that the e-merchandising is the user experience . For your techniques to be effective, you must focus on the customer (adopting a customer-centric strategy ).
In order to adapt the merchandising of your site, you must adapt to the expectations of the users . To do this, study the behavior of visitors to your site: the direction of reading, the places clicked, the most requested / searched products, etc. Once these aspects are studied, you will know where to place your products on your home page, how to promote special offers if you have them, and many other elements that you want to highlight.
Finally, the inclusion of a well-configured search bar helps you improve the user experience. In this sense, a search bar adapted to the functionalities of your site as well as to your products allows visitors to have easy access to your entire catalog.
Marketing
SXO is the contraction of the practices of SEO ( natural referencing on search engines) and UX . The concept of SXO is increasingly taken into account by the leading search engine of the market Google.
In order to rank your site and its products, so that they are available at the right time for consumers, you must be present on the first page of the SERP ( search engine result page ). Again, product sheets (providing the right information) help you rank well, while providing relevant information to the consumer.
The performance of your site is also taken into account in this notion of SXO, by providing a fast site for consumers, so that they can efficiently access products and their information.
Recommendations and CTAs
Effective technique, making it possible to highlight certain products and certain promotions, thanks to displays and call to action (call to action). Recommendations allow you to do cross-selling / up-selling (sale of complementary products, in retail ). Recommendations are placed on the product sheets , or on the purchase validation page. These recommendations make it possible to display products likely to interest the visitor. There are several ways to promote these products: “Customers who bought this product also bought…”, for example. We can also find the proposal to continue shopping, when adding a product in the shopping cart.
The call to action are displayed as clickable buttons , leading to a flagship product or promotion you want to highlight. Often in an attractive color, it is the equivalent of the POS displaying the discounts in retail.
