In our last post, we reviewed the difference between traditional online merchandising and modern e-merchandising techniques. E-merchandising is a way for businesses to take their website customer experience to the next level by balancing the psychology of selling and the needs/expectations of the visitor by using the right technology.
The key to a successful e-merchandising strategy is to be as contextually relevant to each visitor as possible. Think of it as a way to turn your product recommendation engine into an interactive sales rep, you know, that helpful person on the sales floor that takes the time to help you find what your looking for as well as a few things you didn't even know you needed.
- Know Your Customers — Consumers are now well aware that online retailers have access to their purchase behavior as well as their shopping preferences. A personalized shopping experience has become an expectation instead of an intrusion. Use information such as demographics and source of visit and marry it with real-time user behavior to personalize results and increase sales.
- Product Recommendations — Think beyond top sellers and a cross-sell strategy driven by utilizing aggregate shopping data. With the right e-merchandising tools, you can implement merchandising strategies and product recommendations that are based on clicks and purchase behavior of shoppers with similar preferences, order history, and based on real-time shopping behavior.
- Profile and Personalize on Product Detail Pages — Shoppers who arrive at a product detail page are sending a strong signal that they have an interest in the product, but they need to confirm that it's the right choice for them or find a viable alternative. This is where a well-timed promotion or product recommendation can turn the browser into a buyer.
For years online retailers have been trying to find a way to use technology to deliver personalized product recommendations and take their merchandising to the next level. Until now, the only options for a business that wants this functionality has been to implement a third party solution and choose from one of a handful of strategies.
Technology like machine learning combined with the right e-merchandising platform and tool set makes it possible for online retailers to deliver the most relevant experience possible and increase online revenue.
Let us know what you think of the trajectory of e-merchandising technology in the comments below.