Is your ecommerce merchandising up to snuff in 2023? Read on to find out.
With new ecommerce brands appearing in the digital landscape, businesses need solid strategies and tools to gain a competitive edge.
Ecommerce brands often leverage state-of-the-art tools like CRM, analytics software and more to attract and retain customers and improve process efficiency.
Despite deploying these tools, you need help to reach your conversion and sales goals. That’s when ecommerce merchandising can help. An effective merchandising strategy enables customers to find the products they are looking for.
We’ll share five strategies ecommerce brands can follow to capture and keep customers’ attention.
But first, let’s understand the concept of ecommerce merchandising. It involves placement of products on category and product pages, as well as related recommendations to drive cross-sell and upsell. The aim is to create an engaging shopping experience based on what customers search for.
Create a Responsive Website
Responsive websites help customers easily access and use a website on any device, including smartphones and tablets. This increases the chance of a conversion, as they can easily view and navigate your ecommerce store.
In 2023, smartphones reign in ecommerce:
- Recent research indicates that mobile devices account for 60.66% of all website visits.
- Over the last six months, at least 79% of smartphone owners have shopped online using their mobile devices.
Prioritizing the responsive website for your ecommerce store may lead to creating mobile-friendly landing pages that drive conversion.
For starters, use any responsive web design testing tool to determine whether your online store’s website is optimized.
Build an Appealing Homepage
A successful ecommerce merchandising strategy begins with a compelling homepage that reflects your brand, showcases the best of your products, and makes browsing easy.
Here are two ways to create an appealing homepage.
Use personalization to showcase products based on customers’ previous purchases or recently reviewed products.
Amazon is great at persuading visitors to spend more by recommending things users previously looked at (or forgot about).
Create an engaging storytelling
Start with employing the fundamentals of storytelling to structure the content on your site that displays a narrative. Begin with highlighting the most compelling details, both verbally and graphically.
Use this to establish your brand’s identity, convey the nature of your products, and gradually funneling down to more specialized categories, deals or product-specific discounts.
Organize Related Products
Group all the related products under different criteria and sell them as a bundle. This merchandising technique, called product bundling, can help drive sales.
Some key techniques:
Bundle the related products: Here, packages include several related or complementary products by creating a bundle of products from the same brand or category.
Provide your customers with options to save money as they buy multiple products at once and associate a sense of value in buying.
Cross-Selling: Cross-selling strategy is useful in exposing customers to additional products that may interest them.
For example, suggest accessories like laptop cases or extra memory cards to customers purchasing a laptop.
Upselling: Upselling offers an upgraded version of the product that the customer is already interested in purchasing.
For instance, suggesting (through comparison or recommendation) a more expensive model with more features and benefits if a customer is looking at an entry-level product.
Add Visually Engaging Elements
Visual media is key to successful ecommerce since it draws users’ attention, ensures engagement and keeps them coming for more.
Consider the following to enhance visual appeal:
Adding dynamic images: Dynamic images are those that move like a carousel of products or images that zoom in on a product. This helps to draw the customer’s eye to the items they’re looking for, making the browsing experience more intuitive.
High-quality images: Invest in high-quality, engaging visual elements that include product shots. It gives customers a clear view of the products they’re looking at.
Try videos: 73% of customers show a higher likelihood of buying a video after watching the video. Leverage videos that demonstrate product usage including customer product reviews or tutorials on using certain products.
Provide Personalized Recommendations
Personalized product recommendations involve collecting customer data and using predictive analytics that help target customers better.
You can adopt the following methods:
Collaborative filtering: This works to provide customers with recommended items based on the preferences of other customers with similar interests.
Content-based filtering: A filtering method which provides recommendations to customers based on the content of their profile. This is done by analyzing user data like gender, location, etc., to identify their interests, likes, and dislikes.
Hybrid filtering: In this method of ecommerce personalization, customers are recommended items based on a combination of collaborative and content-based filtering to create a more personalized experience.
Rating-based recommendations: Customers talk about their positive or negative experiences with a product which can greatly influence prospective customers’ decisions. Therefore, word-of-mouth is a powerful marketing tool that helps win over new customers by showing the reliability of your business and the quality of your products.
These ecommerce merchandising strategies are essential to help you drive sales. Create a well-rounded strategy by adopting product selection, pricing, promotions and customer engagement. This will lead to better conversion rates and overall profitability.
Hazel Raoult is a marketing manager with PR Mention