Focusing on the most effective techniques of online merchandising
With a mixture of merchandising techniques ranging from ROI-producing cross-selling displays to image zooming and category checklists, e-retailers are focusing on the most effective ways to sell online, Lauren Freedman, president of The e-Tailing Group, tells InternetRetailer.com. “Retailers are sticking with tried-and-true merchandising,” she says.
Among the most effective for near-term payback: cross-selling and up-selling displays of comparable or complementary products presented in high-quality images with written descriptions of attributes. “People are seeing return on investment in up-sells and cross-sells,” Freedman says. “They deliver ROI, increased sales conversions and increased size of average orders.”
Home furnishings retailer The Bombay Co. is an excellent example of a retailer with effective cross-selling and up-selling techniques, Freedman notes. The retailer typically displays three or more alternates on each product’s buy page, offering a range of prices and styles.
Another form of cross-selling and up-selling that’s becoming more common is the online presentation of the electronic versions of paper catalogs – another forte of Bombay, Freedman says. Viewing the electronic catalogs is supported by the ability to single-click on a catalog page to make images larger and written catalog content easily readable. Shoppers can also view written product information by simply passing a cursor over a product image, causing a pop-up description to appear.
For online retailers, however, the array of merchandising techniques continues to expand and improve. Following are leading online merchandising techniques Freedman cites:
-- Gifting options, which present and promote products in gift boxes. No longer just for major gift-oriented holidays, more retailers are merchandising a broader range of products year-round in a gifts category.
-- Zoom technology, which enable shoppers to see fine details and give more of the in-store experience. Freedman says she expects to see extensive growth in the use of zoom options in merchandising.
-- Online coupons, offered both on a web site and in e-mail marketing messages, and often redeemable in stores as well as online.
-- Merchandising in e-mail messages, including images as well as written product descriptions.
-- Electronic versions of weekly print circulars, providing online shoppers information on in-store displays and promotions.
-- Improved merchandise search, providing shoppers with the ability to search for and find products in multiple ways, such as by brand or category.
-- Online checklists, such as for back-to-school merchandise or products designed for a family with a baby about to be born. Freedman notes that BethBathandBeyond.com is an example of a retailer that excels in this area.
-- Liquidation strategies, such as at EddieBauer.com’s outlet section, which lets shoppers continuously check a list of prices that continue dropping as long as the products are available.
-- Brand consistency across all selling channels, so that shoppers get consistency in their shopping experience.
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