webinar-the power of merchandising-short
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THE POWER OF MERCHANDISINGDriving profits in an ever-evolving market
webinars ©2016 Mediaclip Inc.
webinars
AGENDA
Indus-trytrends
whatismerch-
andising?
“howto”tactics
keyideas
©2016 Mediaclip Inc.
Product
Market
Technology
Product
Market
Advertising
Packaging
Display
Upselling
Cross-selling
Sharing
Goals & Tracking
Big 5 Take aways
Conclusion
Product Market Technology
Indus-trytrends
webinars ©2016 Mediaclip Inc.
WHAT’S CHANGED?Product
webinars ©2016 Mediaclip Inc.
Digital overtook Silver halide
• No longer about prints or enlargements• More about personalized photo products like photobooks, calendars, gifts, wall art, etc.
• Digital capture swept through the photo industry• Film usage and prints made from film almost non-existent today
Personalized photo products are in demand
• No longer about creating keepsakes and memories with photo prints• Photos are taken to capture lifestyle and experiences. Visually building a personal brand.
• Food pictures• Selfies• Epic travel shots• Etc..
Photos taken to portray a lifestyle
WHAT’S CHANGED?Market
Baby boomer/Gen-X Millennials
• Still the keeper of memories: Photobooks Prints Etc…
But…
• Her interests and buying habits have diversified:
Home décor & wall art Jewellery & gifts Calendars and cards School products Etc…
Our consumer has changed…there is an opportunity for us to change too!
• Largest generation since the Baby Boomers
• Entering their prime purchasing years• Huge purchasing power• Buying habits dramatically different
than others: Self-branding and uniqueness Peer-referrals and approval Always want a bargain DIY and unconventionality Instant gratification Live for experience Highly visual
Offer products that capture lifestyle as well as a fast, easy, and delightful user-experience.
webinars ©2016 Mediaclip Inc.
WHAT’S CHANGED?Technology
MOBILE REVOLUTION & MULTI DEVICE USE
W hen mobile overtook desktop…
2014: Mobile brightens the commuteMain usage during late night & early morning. (12am – 10am)
PCs dominate working hoursMain usage during traditional office hours. (10am – 5pm)
MOBILE REVOLUTION
Tablets most popular at nightMain usage during early evening and TV prime times. (5pm – 12am)
User
s
Year
90% of multiple device ownersswitch betweenscreens tocomplete tasks.
webinars ©2016 Mediaclip Inc.
whatismerch-
andising?
ProductMarket Advertising Packaging Display
webinars ©2016 Mediaclip Inc.
MERCHANDISINGMarket
AN EVOLVING MARKET REQUIRES INNOVATION
Personalized Printed Photo
market is evaluated at
$15B worldwide
7%Wall décor 3%
Cards
55%Promotional
products
35%Memories
Photo is becoming a mature market.
CHANGEyour product selection often
FOCUSon lifestyle items
MIX-AND-MATCHwith third party images and designs
REINVENTmature products to diversify your offerings
webinars ©2016 Mediaclip Inc.
MERCHANDISINGProduct
OFFER A USER EXPERIENCE WORTH COMING BACK TO
Offer multi- platform access for more convenience
The shopping experience must be coherent
The process needs to be intuitive
Present fewer choices but relevant ones
Tap into customer curiosity
Content should be visual and diversified
webinars ©2016 Mediaclip Inc.
MERCHANDISINGAdvertising
New customers :
• Build a strong presence on social media using content marketing
• Create contest or pool on social networks to engage with new members
• Use videos on your site and on Youtube to boost your SEO
• Advertise through coupon sites like Groupon
• Retargeting is a good strategy but avoid overdoing it
Existing customers:
• Personalize their experience on your web site (“Recommended for you”)
• Promotional personalized email using their pictures
• Creating special offers for members
• Instigate a referral program
• Loyalty program
webinars ©2016 Mediaclip Inc.
MERCHANDISINGPackaging & Display
A 3D realistic product preview before, during and after creation is a must to make the product tangible, facilitating a positive purchasing decision.
webinars ©2016 Mediaclip Inc.
Optimize their search
Provide info. about the product
Dynamic display of products
Offer different help tools
Display testimonials and rating
Inspire your users
Make projects tangible with realistic previews
“howto”tactics
Upselling Cross-selling Sharing
webinars ©2016 Mediaclip Inc.
METHODSUpselling, Cross selling & Sharing
#MerchandiseWise
• Offer a hardcover book instead of a soft cover one
• A larger format of canvas in the same ratio
• Glossy paper instead of matte• Image enhancement service• A second copy at 50%
Offer an up-scaled version of your products
webinars ©2016 Mediaclip Inc.
Offer products complementary to the purchased product
• Personalized plates or party hats with birthday invitations
• Canvas, mini-book or thank you notes with a wedding book
• Personalized gift wrap or box with a high-end photobook
• Related items such as frames, pens, stickers etc.
Offer collaboration on projects between friends and family
• Solidify your brand’s recognition on social media networks with sharing
• Allow “View Only,” “View & Edit,” and “Order Now” options for family/friends to raise the potential of multiple sales
5key
ideas
Big
Take-awayswebinars ©2016 Mediaclip Inc.
KEY IDEAS5 Take-aways
#MerchandiseWise
1
2
3 4
5
It’s all about the experience!
Select and know your customers
Display the most relevant things
Selection is key to differentiating yourself
Don’t be afraid to think outside the box
webinars ©2016 Mediaclip Inc.
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