01 torsdag michael mokhberi apptus agile merchandising sebc
DESCRIPTION
Scandinavian e-Business Camp - Dag 1TRANSCRIPT
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Agile merchandisingThe everyday life of merchandisers - in 2015
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Apptus: Guidance, Personalization and Optimization.
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Marketers: generate traffic
• Search Engine Optimization (SEO)• Search Engine Marketing (SEM)• Social & Viral marketing• Display Ads & Retargeting• Public relations & Broadcasting• Brand management• Field marketing• Syndications & partnerships• Product & Brand Positioning
Merchandisers: monetize traffic
• Assortment and range planning• Pricing & terms of delivery• Product placement & spotlighting• Onsite sales and check out chain• Promotions, Campaigns and Deals• Segmentation & personalisation• Loyalty marketing• Cross & Up selling• Followup and optimization
Organizing digital marketing in one slide
User Experience: Retention
• Visual layout• Findability• Ease of use (cognitive design)• Customer service design• Storytelling, reviews and referrals• Product demonstrations & advisory• Right-time marketing• Communication management• Mystery shopping
Closely related. But different animals!
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Definition of merchandising
Assembling a variety of products available for sale and presenting those products in a way that stimulates customers to purchase.
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Here is one way of doing it...
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... and here is some more...
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At the end of the day, sales is all about trust
Keep it:
1. Simple
2. Correct
3. Relevant
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Anchovies
Beers
ChipsDiapers
Egg
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What conversion will I get if I put
this here?
Will I lose conversion
because of putting this here?
What would convert better on this spot?
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How opinions are like belly buttons to merchandisers...
The CEO: ”our competitor have grown by 25% this year. What are they doing that we are not?”
The CTO: ”you can choose between the new campaign tool you want or the A/B tests you ordered. I can have one of them ready in 6 weeks.”
The CFO: ”I’m not sure the results from the last A/B test are comparable nor usable for this investment. The weather conditions were not the same.”
The CMO: ”I bet you that free shipping will beat targeted coupons any day of the week.”
The Janitor: ”We should have big buttons. Red ones!”
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The everyday life of merchandisers - 2012
• Innovate
• Evaluate
• Implement
• Measure
• Optimize
• Gut feeling
• A/B test
• Call on IT
• Analytics
• All of the above
• 1 hour
• 2 weeks
• 2 weeks
• 1 week
• Go to start
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Gekås - Ullared
50 cashiers
3 check-outs per sec
CDON: 30 orders per sec
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The shortcomings of merchandising in 2012
•Too slow•Too uncertain•Too vulnerable•Too costly• Too NOT lean!
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Tyson Gay
Second fastest human in the history of 100 meters
He washed his cottage cheese
He clocked himself
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Let’s define Agile Merchandising:
• The ability to create, manage, monitor, measure, maintain and optimize digital marketing initiatives
• at the minimum of time
• with the minimum of merchandising resources
• accross all channels
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Cockpit
Boeing 747
Fly on earth
Operative controls: 257
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Cockpit
Space shuttle
Travel in space
Operative controls: 82
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Personalizing Search & Faceted Navigation
Optimize panel order
and personalize results in each panel
Same with Faceted Search
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Detaching marketing from IT - Panels and Zones
Zone
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Automatic optimization of panels
Recommendations on product details page
eSales optimizes products to be shown
in every panel
And presents the panel most likely to
result in saleRecommendation zone
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eSales Manager
Toolkit for merchandisers
Folder-like systemDrag and drop
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The future of merchandising
Merchandisers supervise. Computers operate. Not the other way around!
Site overlay with conversion ratesSite summary and
details reportSearch statistics with suggestions for
improvement
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Agile merchandising. Once again.
• The ability to create, manage, monitor, measure, maintain and optimize digital marketing initiatives
• at the minimum of time
• with the minimum of merchandising resources
• accross all channels