Archive for August, 2012


The online retail space is a virtual minefield when it comes to getting things right, best practices and what to do and what not to do. Today, we’re giving you a taster of a few best practices for online retail, and you can fill out our form below to receive your FREE full guide as well as the details of a Locayta Freestyle Merchandising® demo.

Best Practices

Product Sequencing: In order to maximize the sales obtained through your online platform, best practices include the implementation of a tool which allows you to determine the exact sequencing of products on category and search results pages. Using a unique Balance Factor technology, Locayta enable this in the most advanced, efficient and successful way resulting in increases in sales of up to 19%.

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Brand AdjacencyLocayta Freestyle Merchandising® provides a tool which allows multi-brand retailers to manage the product placement of branded items around their website. In order to optimise conversions online, it’s sometimes essential to be strategic when it comes the positioning of brands online within one platform, whether it’s up-selling keeping certain brands together, or keeping certain brands apart.

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Behavioural Targeting: This tool allows you to re-engage with the customers who have previously visited your site and failed to convert to sale. By seeing the previous behaviour of users, this functionality is able to direct your customers to the correct places to enhance conversion rates whilst lowering acquisition costs.

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Product Recommendations: By providing highly personalised and relevant product recommendations to your users, you are able to unlock a huge potential in terms of revenue generating and up-selling activity. Based upon user behaviour, Locayta is able to generate product recommendations efficiently and successfully leading to significantly increased revenues.

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Intelligent Navigation: It’s really important within online retail, that you make finding that perfect product as easy as possible for your customers. The first step is to ensure a well structured, user experience enhancing navigation is in place. Locayta enable this with their dynamically generated framework which, using your data, does just this.

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Want more?

The many services available from Locayta discussed today come fully integrated into the Locayta Freestyle Merchandising® platform. To see them in action, find out more on Locayta Freestyle Merchandising® services as a whole, and receive your FREE Best Practices for Online Retail guide, fill in the form below.

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Cross selling and up selling is a key, essential and highly effective online merchandising tool which opens up a world of opportunities for your eCommerce site. Becoming familiar, open and accommodating to the incorporation of such important merchandising elements into your eCommerce site is crucial to keep improving performance. Would you like to see an immediate increase in your conversion rates and average order values? If so, keep reading to discover the possibilities that Locayta could unlock to optimise your online sales potential.

Why cross sell?

Online, cross-selling and up-selling functionality has been proven to increase the revenue performance of websites typically by 15% or more. This is through a combination of improvement in performance in two key areas; the actual rate at which customers are converted to purchase on your website, and the amount of money such customers are spending.

Product Recommendations

Uniquely, Locayta understand the relationship between products as well as using information about the product itself, to recommend similar or related products. In addition, the Locayta Freestyle Merchandising® offer, understands the relationship between products at a user behaviour level, based on what the user has viewed, added to basket or purchased, to make Product Recommendations. This ensures the relevancy and highly increased likelihood of add on purchases, increasing both the overall conversions to purchase (it might be that the customer hasn’t found what they are looking for until the product recommendations are presented to them), as well as increasing basket value significantly with multiple purchases becoming likely.

The details…

Cross-sell and up-sell recommendations can be made available to your customers at any point in their journey on your site; this includes the home page, search results page, product description page, add to basket as well as check-out. The user behaviour is tracked in real-time, with cross and up sell recommendations changing dynamically in response to changes in the products themselves and to changes in user behaviour. The effect is immediate, and results in increased conversion rates and higher average order values.

What they say…

Current Locayta client, Mark Wakeley, change manager at Tesco Clothing says:

“Until we launched with Locayta our systems just couldn’t achieve what we needed to do,” he says. “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”.

Want more?

Amongst the many services available from Locayta, Product Recommendations 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.

During Britain’s global exposure this Summer the British Museum Company has used clever online merchandising to maximise ecommerce revenue from London 2012 and the Diamond Jubilee. Read on to find out how…

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One of the major in built problems with online merchandising is that no sooner have you updated and configured all your technologies to deliver optimum results, thhen a new revolutionary solution comes out and you require a new system all together. But, when it comes to your online search, Locayta® have it covered. They have developed an eCommerce search that learns, requiring no update overhauls, but just keeps on getting better and better. Want to know how? Keep reading to find out more.

Who?

Passionate about search, Locayta® believe thatmost sites are served poorly with their in-house search functionality. With clients including Boohoo and Tesco, Locayta® provide in house search solutions for some of the largest websites online. Locayta eCommerce search comes part of the full Freestyle Merchandising® platform and can be integrated with the many services on offer from their single merchandising platform.

What?

Uniquely, Locayta eCommerce search constantly learns from what customers are searching for; in this way it consistently develops and programmes it’s own search results in accordance to what works well for your customers. Learning from this, the search dynamically updates its results to deliver optimum options to significantly increase purchase probability.

This dynamic learn-ability spreads across many of the Locayta eCommerce search facets including some of the most advanced features around. This includes an Intelligent Navigation, which presents results within a “Guided Navigation” pre-determined by you or generated dynamically learning from user behaviour, Auto-complete, Spell Correction, Balance Factor®, which manipulates the ordering of your search results to achieve business objectives set by you, or dynamically learnt from user behaviour, Cross Sellling, SEO Page Builder and Locayta Search Mobile.

Where?

Catherine Turner, eCommerce Manager at Boohoo, currently employs Locayta eCommerce search “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“.

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

Today, we’re going to be looking at the general advantages of using Locayta® and get to the bottom of why clients such as Boohoo, Tesco and Superdry have turned to them to solve their online merchandising problems. We’ll also be addressing the benefits of the platform compared to traditional online merchandising solutions.

Why Locayta?

Locayta® prides itself in providing the next generation in technically advanced eCommerce search and merchandising, giving their clients the opportunity to take control over their own sales performance, all through their Freestyle Merchandising® platform.

Benefits include…

– Integration; Locayta’s merchandising platform operates as an integrated tool working with your website to manipulate various facets within one single control panel. This spans several areas including Visual Merchandising, Product Recommendations and eCommerce Search. Such deep integration not only cuts out the expense of employing third parties, but it also means you can control the many areas of your online merchandising to work together to optimise results.

– Flexibility; Locayta work on a Software as a Service model, which means they are committed to working out tailored solutions for each client’s ever changing needs. This works on a highly flexible pricing model which accommodates all business of all sizes, within which charges can be at a fixed correlation to increased revenue to the client themselves. Amongst such flexibility, Locayta provide continuous professional support throughout allowing clients to pick and choose which layer of functionality works for them.


– Functionality; The in-house Locayta development team are consistently researching and programming new and innovative technologies to ensure they are providing the best features and functionality for their clients. Beyond this, the Locayta team will develop customised solutions for each client to meet their objectives, whether this is increasing purchase probability, actual sales, click through rates or average basket values. This functionality configuration dictated by the client gives the likes of boohoo, Superdry and Tesco total control over their online sales performance.

– Delivery; Being the most technologically advanced around, Locayta’s technology delivers, with greater speed, accuracy and tailored results for clients. With proven immediate sales performance results of up to 30%, Freestyle Merchandising has seen a positive impact in conversion rates, average order values, average revenue per visit, higher retention rates, increased customer satisfaction and reduced clicks to purchase.

Like  BoohooTesco and Superdry, would you like to see your online sales soar? To see Locayta Freestyle Merchandising® in action visit www.locayta.com today.

 

This week we’ve witnessed reports that highlight the scope of mobile ecommerce. Following Marketwatch‘s April report that 55% of shoppers now buy on their smartphones, August is now seeing new predictions that mobile ecommerce transactions are to hit £468bn by 2017.

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We talk regularly about how the various aspects of Locayta Freestyle Merchandising® work to enhance the success of your online business, whether it be strengthening conversion rates, improving basket order values or increasing the amount of sales you’re generating, but how often do evaluate the system’s use as a whole with all components coming together at once? Today, we’ll be discussing an overview of the 5 layers of functionality on offer at Locayta and how, working together, they can help to dramatically improve your online sales performance.

Locayta Freestyle Merchandising® as a whole…

Here comes the thirty second elevator pitch; Locayta Freestyle Merchandising® is a search and merchandising platform architected with 5 layers of functionality. Locayta offer a collective intelligence approach to online merchandising, with behavioural, metrics, search, visual and personalised merchandising capability. Each layer of functionality is designed to improve your customer’s online experience, increase online sales performance and enhance business management visibility.

The Famous Five…

BehaviouralHeavily based on in-house developed advanced technology, Locayta Freestyle Merchandising® uses behavioural algorithms to ensure the utmost relavency in their online merchandising tools. They are able to track the users behaviour on your site, in real time, and then use such intelligence to make Product RecommendationsThe technology also works to re-target users who have visited your site previously without purchasing and covert them to purchase.

Metrics: Throughout almost all aspects of Locayta Freestyle Merchandising®, the solutions and functionalities draw from metric driven data pulled from your site; not only does this allow for highly customised merchandising solutions, but ones that are designed to use your statistics to improve them. Locayta Balance Factor is one example that uses your own statistical data, anything from profit levels to stock availability, to organise the most beneficial merchandising of product on your retail site.

Search: Locayta’s search functionalities are unrivalled providing an intelligent site search and guided navigation. This involves increasing the usability of the search, dynamically generates refinement options and statistically determines the order of product presentation according to your own preferences.

Visual: A huge element of Locayta Freestyle Merchandising® is visual. Proven to increase online sales by up to 30%, increase basket order values, clicks to purchase and retention rates, the visual merchandising of your online site is one of your most powerful assets.  From banner ads to search results and category pages, the visual presentation of your products can best be served by Locayta.

Personalised: The flexible design of Locayta Freestyle Merchandising®, allows you to ‘build’ your solution to your needs, choosing any or all of the different layers of functionality. Easy to implement with a flexible pricing model, Freestyle Merchandising is accessible to eCommerce businesses of all sizes and budgets.

For more info…

To see the many services on offer in action and find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com today.

Within the eCommerce sector, it can be easy to read all about new technologies and how they are going to drive your online business forward, but until you actually put them into action, it can be hard to know 100% about the success of implementing, and more importantly investing, in technological solutions to improve the performance of your website. That’s why today, we’re taking a look at a few case studies of Locayta Product Recommendations, how they have worked and are continuing to work for existing clients and how they can work for you too.

Locayta Product Recommendations

Product Recommendations are one of the most important online marketing tools that a retailer can deploy, dramatically improving both conversion rates and average basket order values. As part of the 5-layer model of merchandising from Locayta® , personalised product recommendations feature high up the list as one of the most effective online merchandising techniques out there. The product recommendations are based on collective intelligence on your site to make relevant, personal and constantly updated product recommendations to your users dynamically. User actions on the retail site such as viewing, adding to basket and purchasing, will adjust (in real-time) the personalised product recommendations being made on the retail site.

What are the results?

Below is some of the feedback from some of Locayta’s leading clients including boohoo.com, Tesco and Paperchase.

Catherine Turner, ecommerce manager at Boohoo says…

“For us the ability to opt in manually where we need to is the key win. 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.”

Mark Wakeley, change manager at Tesco Clothing agrees:

“Until we launched with Locayta our systems just couldn’t achieve what we needed to do,” he says. “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.”

Adrian Spence is the head of ecommerce at Paperchase. He points out the labour saving benefits of the system…

“Our products are all about driving newness and offering fresh collections,” he explains. “At Paperchase we’re thinking much more strategically about product recommendations. The ability to automate this process 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.”

For more info…

Amongst the many services available from LocaytaLocayta Product Recommendations 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.

 

Locayta Search is all about enhancing the technical functionality of the internal search within your website, which in turn, results in a significant increase in sales and business revenue. Adding an ease of usability and effectiveness of site search within your retail site, increases your customers likeliness to click through to product pages, and in turn click through to purchase. Locayta Search connects customers to the right products, quickly and accurately, increasing customer satisfaction and your revenue figures. If you’d like to see how you can enhance your online sales, keep reading for more information on what’s involved with Locayta Search.

What’s involved?

Locayta’s latest search engine includes the following functionality:

Relevance Algorithm: Locayta’s technology includes a text relevance algorithm, which works to return the best, most accurate and precise results for a user’s search terms within your online platform.

Sorting: This element of the technology enables search results to be sorted using any type of field provided within your product data. This can be anything from newness to price that can be configured to be able to sort on that field.

Balance Factor: Sometimes, neither text relevance or sorting by a field is the best solution. For this reason Locayta have developed a unique and game changing technology involving balancing, which allows the results to be skewed by your preferences rather than strictly sorted. This can control anything from the amount of products in your results, the sequencing of results in terms of any given criteria including popularity, price, margin, newness to site and stock availability, all of which are generated dynamically by rules set in the system by you.

Filtering and facet generation: Locayta Search also enables products to be filtered by a particular field such as brand or price, where the user can choose from a list of options to narrow their search to just one (or several) of the options generated in a Guided Navigation.

Stemming: Locayta Search involves the stemming of terms entered into your search; this involves determining the ‘stem’ of each word, it’s main meaning, to allow for typo’s, different phrasing or language barriers, to still deliver accurate search results.

Spelling correction: Users often misspell or make a typographical errors while typing their query into a website’s search box. Spelling correction allows the search engine to still find results. Locayta Search performs spelling correction which determines which of the words available in the search index most closely matches the user’s term, and accommodates for mistakes at the start of the word as well as in the middle and at the end.

Field weighting: Field weighting allows you to place higher importance on certain fields compared to others. This is especially useful in the case of product titles vs product descriptions. If a user searches for a term that appears in the title of one product and the description of another one, the product whose title matches should be returned higher in the results than the one that only matches the description.

Stopwords: Stopwords also help to ensure good search results by stripping out words out of the user’s query that a lot of products will match, such as ‘to’, ‘the’, ‘a’, or ‘in’. This helps to ensure all results are relevent and are in no way unrelated to the search term.

Synonyms: Synonyms solve any differences between the user’s terms and the data’s. They are set up allowing the user to find relevant results, despite not knowing how the terms are phrased in the product data.

For more info…

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

As part of our “How to…” blog posts, we’ve been looking at some common key objectives many retailers want to achieve within their eCommerce platform. Previous articles have included, How to…increase your click through rates and How to…build revenue by bringing more traffic to your site, but this week we’ll be looking at how to increase your online reach; a key and instantly profitable way of working smarter, not harder, to target the maximum amount of customers possible. So how do we do it? Read on to find out!

Increasing your online reach

As part of the full Locayta Freestyle Merchandising® service, increasing your online reach is one of Locayta‘s key areas of expertise and there are a number of different packages, software solutions and merchandising options that can help achieve the objectives you’re looking for.

Firstly, what are we talking about here? Increasing your online reach is all about maximising your potential by reaching as wide an audience as possible.

Increasing your online reach – how?

Let’s look at a few of the options Locayta have on offer when it comes to helping you maximise your online reach…

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Locayta’s Behavioural Targeting markets to returning users who have previously abandoned your website without making a purchase. Using uniquely developed algorithms developed by Locayta, the technology analyses previous interactions by your users on your site and makes relevant, tailored and personalised recommendations to your returning customers. This can involve sending your users directly to products they have previously abandoned as well as making promotional offers or to cross-sell / up-sell alternative products. This technology allows you to market to existing customers who have already shown an interest in your site and the products on offer, which makes re-activation and conversion increasingly more likely.

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Locayta Shop Window is an interactive form of display advertising which entices users onto your site. Locayta Shop Window is a click-to-buy shopping widget that can be deployed on third party external sites across the web in a cost efficient and easy manner. This gives the potential to extend your online reach substantially in an economically viable way by channelling third party audiences directly to buy. In essence, it cuts out the middle man by bringing your site and purchasing options directly to additional shoppers by allowing them to browse and search your product catalogue, view product detail pages, add or remove items to their wish list, and add or remove items from their shopping basket, all within the widget. At the point of purchase, users are sent directly to the checkout on your main eCommerce site. The widget offers an innovative, dynamic and appealing way of creating additional sales channels, increase reach and return on investment from your existing display advertising costs.

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Locayta M-Commerce: Within today’s every-changing world, mobile is set to play a huge part within the eCommerce space. With this in mind, Locayta have developed a click to buy iPhone shopping application for you to deploy as a way of extending your reach on a multi-channel basis translating your online presence to pick up on the vastly growing mobile shopping audience. The quick and easy to deploy shopping app stores and indexes the product data independently from, and requiring no changes to, your eCommerce site allowing your users to browse, search, view product pages and add to basket. The technology is designed specifically with convenience in mind and supports the full merchandising features of Locayta Freestyle Merchandising®, including intelligent site search, product recommendations and visual merchandising

Want More?

Amongst the many services available from Locayta, Behavioural Merchandising, Locayta Shop Window and Locayta M-Commerce all come fully integrated into the Locayta Freestyle Merchandising® platform. To see it in action and find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com today.