This week, as part of our step by step series looking at specific elements of Locayta Freestyle Merchandising®, we’re taking an in-depth look at Locayta Brand Adjacency. We’ll be considering the overall benefits, implications and practicality of implementation of  Locayta Brand Adjacency for online retailers.

Locayta Brand Adjacency: What is it?

As part of Locayta’s Visual Merchandising Solutions, Locayta Brand Adjacency allows you to manage the exact sequencing of brands within your retail site. This includes the display and ordering of branded products on your category pages as well as in search results. So whether you want to display certain brands together, or ensure certain brands are kept apart, this functionality ensures absolute control is at your fingertips.

Just like Locayta Product Sequencing,  Locayta Brand Adjacency uses a new technology developed by our in-house team called  Locayta Balance Factor®. This allows you, the retailer, to determine rules in terms of the positioning of brands on your site. Working dynamically, Locayta Brand Adjacency takes into account other variables including newness, stock levels and margin to order the display of your products down to your exact preferences. This all takes place in Locayta’s super easy to use control panel.

The eCommerce benefits: What can you gain?

For multi branded retailers, the positioning of brands within a single online platform is very important. Placing certain brands together can engage and  compel your customers to purchase, as well as increasing basket value, maximising conversions and enticing new first time buyers. The ability to keep brands apart is also advantageous as this may help you gain a larger variety of names and credentials for your website. You can offer brands the flexibility of not being positioned alongside certain other brands if they so wish.

As part of the full Locayta Freestyle Merchandising® package, Locayta Brand Adjacency  has contributed to an approximate increase of sales between 15 – 30 %.  Locayta’s impressive client list includes the likes of Superdry.comboohoo.com and prezzybox.com.

What they say: some client experiences…

Zak Edwards, Founder and Managing director at prezzybox.com says:

“It’s been a revelation. We have total control. We use Locayta’s Balance Factor technology to adjust the weighting of search and category results, meaning that as well as responding to user behaviour we can add our own stock control and promotional strategies into the mix. It’s no exaggeration to say that we saw conversion rates increase overnight when we started using Locayta.”

The first steps: Where do you go from here?

Locayta Brand Adjacency is part of the many services on offer within the Locayta Freestyle Merchandising®  package. What’s more, our software as a service model means that you can plug Locayta in without any changes to your main platform. To see them all in action with a FREE DEMO and to find out more on services as a whole, visit www.locayta.com today.