Agile merchandisingThe everyday life of merchandisers - in 2015
Apptus: Guidance, Personalization and Optimization.
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!
Definition of merchandising
Assembling a variety of products available for sale and presenting those products in a way that stimulates customers to purchase.
Here is one way of doing it...
... and here is some more...
At the end of the day, sales is all about trust
Keep it:
1. Simple
2. Correct
3. Relevant
Anchovies
Beers
ChipsDiapers
Egg
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?
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!”
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
Gekås - Ullared
50 cashiers
3 check-outs per sec
CDON: 30 orders per sec
The shortcomings of merchandising in 2012
•Too slow•Too uncertain•Too vulnerable•Too costly• Too NOT lean!
Tyson Gay
Second fastest human in the history of 100 meters
He washed his cottage cheese
He clocked himself
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
Cockpit
Boeing 747
Fly on earth
Operative controls: 257
Cockpit
Space shuttle
Travel in space
Operative controls: 82
Personalizing Search & Faceted Navigation
Optimize panel order
and personalize results in each panel
Same with Faceted Search
Detaching marketing from IT - Panels and Zones
Zone
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
eSales Manager
Toolkit for merchandisers
Folder-like systemDrag and drop
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
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
THANK [email protected], 0701-664102