Archive for June, 2012


This week Tesco boss Philip Clarke has spoken out about the importance of forming emotional attachments amongst customers. In what he calls “an era of mass personalisation”, Clarke highlights the importance of evolving merchandising techniques to ensure customers form “a lifetime bond” with your brand.

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We’ll often address all the different facts, figures and information about the eCommerce space, how Locayta Freestyle Merchandising® can help you to optimise your online retail platform and some of the results of our technologies, but how often do we hear about the results direct from the horses mouth?  Locayta‘s client list boasts many household names from Tesco to Boohoo or Paperchase to Superdry and we thought today we’d bring you a few reviews and reports from how Locayta‘s services have helped them achieve their individual objectives.

Tesco

In 2011, Tesco  turned to  Locayta Freestyle Merchandising®  to optimise their online sales through both Product Recommendations and more recently Product Accessory Recommendations. Here’s what they had to say…

Until we launched with Locayta our systems just couldn’t achieve what we needed to do. The ability to control product and accessory recommendations makes sure that customers have fast, convenient access to the products they are looking for, ultimately increasing conversion rates and order values. We’re now moving to the full Locayta system. Freestyle Merchandising is easy to use and you receive full support. We’ve experienced some staff turnover in the past year and Locayta have been quick to respond to the training needs of new people. They take the time to meet with us once a week to look at potential new advances that will tighten our performance further.”

Mark Wakeley, Change Manager at Tesco Clothing

Boohoo

When it comes to visual merchandisingLocayta have all aspects of boohoo.com‘s site covered…

“For us the ability to opt in manually where we need to is the key win,” she says. “Locayta has many automated response functions that can update search results, categories and recommendations – and that’s incredibly useful. But when a new buzz hits the catwalk it’s vital for us to be able to adapt our visual displays and search criteria at a moment’s notice. We can tie our categories and sequencing into a wide variety of trends, colour stories, collections, and special promotions in line with the latest media coverage. For Boohoo it’s all about delivering fast, relevant product placement as well as detailed category and search functionality.Compared with other systems Locayta’s dashboard is simple to use and enables us to do that at the touch of a button.”

Catherine Turner, eCommerce Manager at Boohoo

Paperchase

Since commencing work with Locayta back in December 2011, Locayta Freestyle Merchandising® has introduced Product Recommendations as well as Intelligent Navigation to the Paperchase online platform.

“Our products are all about driving newness and offering fresh collections,” he explains. “At Paperchase we’re now thinking more strategically about product recommendations in order to increase AOV [Average Order Value]. The ability to automate this process [with Locayta] has saved us huge amounts of time. The search and category functions give us complete flexibility to set and change parameters. For us, a focus on prioritising new stock combined with best sellers is generating beneficial results.”

Adrian Spence, Head of Ecommerce at Paperchase

Superdry

Superdry use a combination of Locayta Freestyle Merchandising® services including Visual Merchandising and Guided Navigaion

“We undertook extensive research to find a system that could improve our search and merchandising performance. Locayta offered the perfect combination of tools for the job. It’s essential that our international sites compete effectively with localised providers. Locayta delivers the same high-grade performance regardless of which country the site is operating in. The ability to maintain superior search and category performance on a totally multilingual basis has generated phenomenal, if not unprecedented success for us. Our international ecommerce strategy has experienced four figure growth. We’re now aiming to roll out Freestyle Merchandising to eight further international sites in the next few months. They are a great company, continuously coming to us with proposals for new innovations to drive revenue. We experience a tangible return on their services. Their service is fantastic and you receive full support in implementing the system and fine tuning it to your own requirements.”

Chris Griffin, Head of eCommerce at Tesco

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Amongst the many services available from Locayta, all the above mentioned technologies come fully integrated into the Locayta Freestyle Merchandising® platform. To see them in action and find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com today.

This is the first in our “How to…” series where we’ll look at several key objectives you may want to gain from your eCommerce platform, how to obtain them and the overall benefits. This week we’re looking at Conversion Rates; a key, instantly profitable, measurable and highly beneficial element most eCommerce vendors will be looking to increase. So how do we do it? Read on to find out!

Conversion Rates – say what?

As part of the full Locayta Freestyle Merchandising® service, increasing Conversion Rates is one of Locayta‘s key areas of speciality and there are a number of different packages, software solutions and visual merchandising options that can help acheive the objectives you may be looking for. Firstly, what are we talking about here? Increasing Conversion Rates refers to “The increased percentage of on-site visitors who make an online purchase”.

Increasing Conversion Rates – how?

Let’s look at a few of the options Locayta have on offer when it comes to increasing your conversion rates…

Locayta Product recommendations provide, generate and display highly relevant and personalised product suggestions alongside other purchase options on screen to your customers. The recommendations are based upon the individual user’s behaviour on site, as well as previous users’ behaviour in real time which makes for highly likely add on purchase suggestions for your consumers.

Locayta Visual Merchandising works to manipulate the display of products on your site, both in search results and on category pages, to enhance the amount of sales you are driving. The technology determines the sequencing of products displayed using the unique Locayta Balance Factor® technology, whether it be by popularity and profit margin, newness to site, highest rated, stock availability or sale velocity, to enhance the number of sales you are making.

Locayta Intelligent Site Search and Navigation provides sites with a “Guided Navigation” framework which displays relevant refinement options allowing your users to drill-down using various options. This significantly increases the usability and effectiveness of site search on your eCommerce platform resulting in more sales.

Locayta Behavioural Targeting markets to returning users who have previously abandoned your site without making a purchase. Using uniquely developed behavioural merchandising algorithms which reviews the users’ previous interactions on your site (including incomplete purchases), Locayta‘s technologies make relevant, tailored and highly personalised product suggestions to your returning customers.

What they say?

For one of Locayta‘s key clients, Prezzybox.com, results have been beyond expectations; founder and Managing Director Zak Edwards said, “It’s no exaggeration to say that we saw conversion rates increase overnight when we started using Locayta.” 

Another Locayta client, Mark Wakeley, change manager at Tesco Clothing agrees; “Until we launched with Locayta our systems just couldn’t achieve what we needed to do. The ability to control product and accessory recommendations makes sure that customers have fast, convenient access to the products they are looking for, ultimately increasing conversion rates and order values. We’re now moving to the full Locayta system”.

Want More?

Amongst the many services available from Locayta, Locayta Product recommendations ,  Locayta Visual MerchandisingLocayta Intelligent Site Search and Navigation and Behavioural Targeting all come fully integrated into the Locayta Freestyle Merchandising® platform. To see them in action and find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com today.

In the past few years the rise of ecommerce has gone hand in hand with the rise of online advertising. With internet advertising spend hitting a record level of 84bn in the first quarter of 2012, it’s obvious that the medium is playing a key role in the growing precedence of multi-channel sales over bricks and mortar.

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Back in March, we launched Locayta Freestyle Merchandising® at the Internet Retailing Expo 2012. Along with our stand at the exhibition which you can find more about here, we also put together a five minute video about how Locayta Freestyle Merchandising® can help you optimise your profits from your online platform. Want to see? Check it out by clicking on the play button below…

As the video above explains,  Locayta Freestyle Merchandising® is all about profit from freedom; meaning the ability to enable a full and dynamic range of merchandising for your online platform. Using Locayta‘s technology, you can manipulate many different metrics including popularity, newness to site, stock levels and margin to fine tune your merchandising to optimise your online sales. Sound good? Keep reading to find out more…

How does Locayta Freestyle Merchandising® transform the online shopping experience? Some examples:

One Dimensional Sorting vs. Freestyle Merchandising

Using Locayta’s unique Balance Factor technology, you can manipulate the sequencing of your products by multiple and various criteria all at once making for tailored results for your shoppers and proven increased conversion rates.

Impersonalisation vs. Freestyle Recommendations

Locayta Freestyle Merchandising® intelligently empowers you to configure recommendations that are highly tuned to your shoppers rather than people that vaguely fit the same profile.

Static Sequencing vs. Freestyle Sequencing

Locayta Freestyle Merchandising® allows you to target your products by the time of day so your product display can be highly tailored to the type of visitor you’re likely to receive at certain times; this has lead to an increased revenue of 19% to Locayta’s current clients.

Overwhelming Results vs. Freestyle Targeted Results

Locayta Freestyle Merchandising® has the ability to narrow down vast search results lists to configure even the most generic search terms to present a range of tailored options that funnel the shopper into a purchasing decision.

Brand Indifference vs. Freestyle Brand Adjacency 

Brand positioning requests can be difficult to manage within your eCommerce platform, but with Locayta Freestyle Merchandising®, you can manage the layout of brands alongside one another within your product display.

Generric Display vs. Freestyle Display

Locayta Freestyle Merchandising® provides an easy to use interface where you can manage all of your visual merchandising needs.

Want More?

Amongst the many services available from Locayta, including Intelligent Site Search, Product Recommendations and Visual Merchandising, all technologies come fully integrated into the Locayta Freestyle Merchandising® platform. To see them in action and find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com today.

It’s an acknowledged fact that on average, 98% of visitors will come to your retail site without making a purchase. Making the most of these visitors and leveraging their attendance to your site is the key to enhancing your revenues and in turn profits. Want to know how to do this? Keep reading.

Behavioural Targeting – How?

As part of the full Locayta Freestyle Merchandising® package, Behavioural Targeting markets to returning users who have previously abandoned your website without making a purchase. Using uniquely developed behavioural merchandising algorithms which reviews the users’ previous interactions on your site (including incomplete purchases), Locayta‘s technologies makes relevant, tailored and highly personalised recommendations to your returning customers.

Behavioural Targeting  – What?

The technology outlined above is able to make use of your failed user visits in a number of different ways which will greatly benefit your return on investment. This can be by sending users directly back to the product page they looked at within your site previously before leaving therefore leveraging the interest they already had in a product and re-establishing the offering. Locayta’s Behavioural Targeting can also be used to make promotional offers, such as free postage if ordered today, discount on a second purchase or recommend to a friend to name a few, which entices the users further to buy. A third option with Behavioural Targeting is to enable cross-sell  and up-sell  features presenting alternative products and options to the customer.

Behavioural Targeting – Where?

Interested? Locayta’s Behavioural Targeting technology is part of the full Locayta Freestyle Merchandising® package all of which is specifically designed to help you enhance your sales and conversion rates for your online platform. As part of the full Locayta Freestyle Merchandising® package, Behavioural Targeting has gone on to increase sales across the web by up to 30% for clients, including Prezzybox. This technology enables you to re-engage effectively with your users, generating higher conversion rates, whilst lowering acquisition costs. (It’s more effective to market to someone who has already shown interest in a product on your site, than to attract new users).

What they say?

For Prezzybox, Locayta has delivered results beyond expectations. “It’s been a revelation,” says Founder and Managing Director Zak Edwards, “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“.

Want More?

Amongst the many services available from LocaytaBehavioural Targeting come fully integrated into the Locayta Freestyle Merchandising® platform. To see Behavioural Targeting  in action and find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com today.

As for the past few weeks, today’s instalment of our step by step series taking a look at specific elements of Locayta Freestyle Merchandising® addresses cross-selling within the eCommerce arena. We’ll be considering the benefits, implications and practicality of employing certain technologies to enable up sells online.

Online Cross-selling: How does it work?

Do you want to increase the revenue from your online platform by a minimum of 15% and possibly more? Keep reading. Cross selling and up selling are key areas of opportunity to increase your return on investment, revenue and profits when it comes to your online platform.

Understanding the relationship between products and using the information about products themselves to recommend similar or related products to a customer base, Locayta have many working examples of this live in the market now. Locayta are able to provide retailers with personalised and highly relevant product recommendations, which are offered to their customers in real time.

Locayta Product Recommendations use behavioural algorithms based on the collective intelligence of your site as well as information on your users’ past and present behaviour. Locayta is able to track the individual user journey to adjust the suggested products according what has been searched for, added to basket and purchased by both the individual customer and all other previous users.

Using Locayta’s unique and innovative technology, Locayta Balance Factor®, cross-selling is taken to another level with Locayta Product Accessory Recommendations. This technology selects specific accessories to match the products your users are viewing.

As with all Locayta Product Recommendations, accessories can be weighted by any type of attribute, including size, price range, colour, new in and more.  Both of the above technologies are subject to dynamic updates based on day to day selections and search behaviour within your site, which means the recommendations are consistently up to date the minute your users click.

The ecommerce benefits: What can you gain?

Locayta Product Recommendations and Locayta Product Accessory Recommendations result in immediate and dramatically improved conversion rates . 80% of online purchases are affected by product recommendations and implementing this technology increases both average order values and average revenue per visit. Product Recommendations can also be customised to match your objectives with your customers’ preferences, giving you increased business management control.

Locayta‘s technology is specifically designed to help you enhance your sales and conversion rates. As part of the full Locayta Freestyle Merchandising® package, Locayta Product Recommendations have increased sales across the web by up to 30% for clients, including Tescoboohoo.com and Paperchase.

Leading by example: some client experiences

Adrian Spence, Head of Ecommerce at Paperchase, points out the benefits of using Locayta Product Recommendations, “Our products are all about driving newness and offering fresh collections,” he explains. “At Paperchase we’re now thinking more strategically about product recommendations in order to increase AOV“.

Mark Wakeley, Change Manager at Tesco, appreciates the potential of Locayta Product Recommendations. “Locayta’s product and accessory recommendations ensure that customers have quick access to the outfits they seek” he explains. “It’s about offering convenient service, helping customers to choose the ideal look for them, and ultimately increasing conversion rates and order values by pointing them towards extra products that will complement their main choices.”

The first steps: Where do you go from here?

Amongst the many services available from LocaytaProduct Recommendations come fully integrated into the Locayta Freestyle Merchandising® platform. To see Locayta Product Recommendations in action and find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com today.

Undeniably, one of Britain’s largest and most successful retailers, Tesco is one of the pioneers when it comes to eCommerce. Launching their first online store more than 11 years ago, their online presence has gone from strength to strength.With their online platform for F&F Clothing at Tesco launching in 2006, the brand has seen an online sales growth of 15% reported across their product portfolio in 2011 alone. There’s no denying Tesco are setting an example to follow.

What do we do for them?

In 2011, Tesco  turned to  Locayta Freestyle Merchandising®  to optimise their online sales through both Product Recommendations and more recently Product Accessory Recommendations.

Locayta Product Recommendations:

Tesco have implemented Locayta Product Recommendations to position relevant suggested products to the Tesco customer during their user experience. Using data on their users’ past and present behaviour, Product Recommendations are calculated using behavioural algorithms from the collective intelligence from the Tesco site. Locayta ensures that Tesco‘s product recommendations are subject to dynamic updates based on day-to-day selections and search behaviour within their site. Product Recommendations have seen sales grow revenue by up to 45% and influence 8 out of 10 shoppers to make an additional purchase. Implementing this technology for Tesco has  increased both their average order values and average revenue earned per visit.

Working with TescoLocayta take cross-selling to another level. In addition to the functionality outlined above, Product Accessory Recommendations select specific accessories that match to the products Tesco users are viewing. Upon viewing the basket, Tesco shoppers are shown these accessories and 80% of the time are enticed into purchasing the additional items. This technology results in a smooth, relevant and beneficial experience encouraging repeat visits, increasing average order values, sales revenue and growth.
What do Tesco say…?

Mark Wakeley, change manager at Tesco says:

 “Until we launched with Locayta our systems just couldn’t achieve what we needed to do. The ability to control product and accessory recommendations makes sure that customers have fast, convenient access to the products they are looking for, ultimately increasing conversion rates and order values. We’re now moving to the full Locayta system. Freestyle Merchandising is easy to use and you receive full support. We’ve experienced some staff turnover in the past year and Locayta have been quick to respond to the training needs of new people. They take the time to meet with us once a week to look at potential new advances that will tighten our performance further.”

How do I  integrate these features within my own retail site?

Locayta Product Recommendations and Product Accessory Recommendations are part of a full Locayta Freestyle Merchandising® package, which has been seen to increase sales across the web by up to 30%. To see these features in action and find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com today.

If you’re a Magento user you’ll already know the benefits of one of the world’s most popular platforms. Alongside its comprehensive features and flexibility, Magento offers considerable muscle in its ability to accommodate extensions that can propel the platform to new levels of functionality.

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