There are many different views on digital merchandising and what should and shouldn’t be done; what the best offerings are and how a platform should be implemented.

One way of approaching online merchandising is using a collective intelligence approach with five layers of functionality to increase search result efficiency, product recommendation and presentation to increase the overall consumer shopping experience.

These five layers are:

  • Behavioural merchandising: Providing real-time customised recommendations to customers based on their user experience and behaviour. This can be done solely on their actions or can be achieved through an intelligent approach based on past or present user behaviour.
  • Metrics driven merchandising: Using online activity data to make bespoke product recommendations based on customised metrics in line with marketing objectives.
  • Search and Search driven merchandising: Customising product page navigations to match the exact search queries being entered. Filters that optimise results, product data, page templates can guide search and similar product offers.
  • Visual merchandising: Organising the appearance of an online store.  This can be as basic as driving the display of visual elements on a site, presenting banner ads based on a category search or it can be enhanced with metric drivers.
  • Personalisation and other customised merchandising strategies: A system, which recognises customers and personalises recommendations further. This can include personalised email recommendations to best target your online customers.

A merchandising solution can include all of the above, one layer or multiple layers depending on the needs of any one retailer… either way these are some of the key elements that must be acknowledged when considering a merchandising strategy.

Please note the views expressed in this blog are the views of the author, Andre Brown and do not represent the view of Locayta, its employees or its shareholders. For more information about Locayta, visit www.locayta.com