Merchandising is a continuing process of presenting products to increase sales. Each page of e -commerce goods consciously or by default.
- Nike contains sports and products in the season on its home page.
- Amazon resembles their recent search.
- Wayfair packages and cross sale additional items.
Many electronic trading platforms have basic merchandising built -in or in popular topics. These built-ons make mechandising easier, but do not require optimization.
Hero Hero Slide Nike’s Home Page is seasonal. It is equipped with stains or products such as this example of inspiring shoppers to dress as a tennis star Carlos Alcaraz.
Layer
Change technical merchandising. Some focus on visuals or product curation. Others use the behavioral economy and personalization for maximum persuasion.
Others think about merchandising, referring to the buyer. The result may be a five -speed frame where each step defines a set of tactics that moves shoppers from curiosity to purchase.
Inspiration
The aim of the first set of tactics is to inspire the product. They try to stimulate shoppers, help imagine lifestyle or need to solve your products.
This tactic often manifests itself as:
- Heroes pictures with products or life situations,
- Header of categories with aspiration images,
- Seasonal sections (remember to school),
- Editorial content.
For example, recipes found on the Le Creuset website help shoppers imagine food for a special opportunity and experience the joy of sharing food with the people you love. Merchandising evokes feeling and eventually sells enamel cast iron dishes needed to revive this feeling.
Content marketing can be a strong form of product merchandising. Creuset recipes are inspired by shoppers.
Knowledge
The aim of the second set of tactics in this merchandising framework is to reduce friction and lead shoppers to products that they are likely to buy.
These techniques often take the form:
- Direct or across navigation as “Shop by Room” or “Shop by Activity”
- Classified search results with automatically complement, mapping synonym and intelligent rating.
- Pages with filtering according to size, color, price, availability or reviews.
Many electronic trade platforms include these spells of navigation functions, but require optimization, so the search results page is a sophisticated arrangement of receiving items, not a key -based dump.
Origin allows you to filter the clothes for color, size and activity such as jiu-jitsu and hunting.
Conviction
Then there will be a tactic to influence the selection and encourage shoppers to make finishing purchases.
While the trader will measure the success of this income effort and the average value of the order, convincing merchandising should look for the best interest of the buyer.
Do not make frivolous recommendations or use tricks, aim to describe your product in a way that supports dirty. For example, Merchandising Persuasion may include:
- Editorial content in a written or video format,
- Social evidence such as evaluation, reviews or even labels of “best sellers”,
- Product Recommendation, including up-selling and cross sale,
- Signs of deficiency (“only 12 in stock”),
- Other discounts or free traffic reports.
The low number of stocks can be convincing.
Conversion
Merchandising on the spot often culminates near the Buy-No button or on the shopping cart and the box office pages. Here is love to reassure and close dirty.
May be: transfer messages:
- Clear Payment, Warranty and icons of Payment Security, which mediate confidence,
- Proposed accessories or loyalty benefits,
- Product quality indicators.
The only, well -placed message that removes the final doubling of the shopper or affects dirty.
These three small graphics – American Made, Easy Returns and Free Shipping – will make the final argument to buy.
Maintenance
The last set of merchandising tactics makes it possible to maintain marketing. It’s a dirty conversion.
Add ai
While each category of merchandising tactics within this framework requires human initiative and planning, AI can certainly help with performing, involving the generation of content and personalization.
For inspiration, an electronic shop trader could prepare a seasonal banner for a back-to-school or football season. Even better, AI personalization could choose or generate dynamic banners to match the personal profile and previous buyer’s behavior.
Put it together
- Inspiration: Sparkling desire.
- Knowledge: Help find.
- Conviction: Help to select.
- Conversion: Help to buy.
- Maintaining: Connect.
Merchandising creates how shoppers discover, evaluate and buy products. The sound framework ensures that each step of the shopping way contributes to the sale and relationships with customers.