When it comes to this time of year, retailers’ sale predictions always head in the upwards direction, and they’re by no means marginal. We’re nearing November, which is only one month before festive season hits, and there’s no denying that Christmas is viewed as a real opportunity for a period of boom for retailers, and increasingly more so online. In January, research by the Guardian, suggested that online retail soared in December 2011, even if the physical high street struggled. Shoppers spent £8 billion over the internet an increase in 16.5 %  over the same period in 2010. eCommerce accounts for 17% of the total UK retail market and according to sources, is set to increase with the relentless rise of mobile commerce.

With this in mind, there’s no doubt that the festive period presents an unrivaled merchandising opportunity for online retailers. Rather than channeling all your efforts into manual processes or individual projects to help with your online merchandising, why not consider implementing a full on merchandising system which will really maximise your potential over the Christmas period?

Display Advertising

During this time period, your display advertising will be of utmost importance. You’ll probably already personalise and tailor your advertising banners to promote your best seasonal offers, but Locayta’s functionality is different. As a fully functional merchandising platform, Locayta Freestyle Merchandising® provides several layers of functionality including Visual MerchandisingProduct Recommendations and Locayta Search, but on top of this, the platform uses Behavioural Targeting algorithms which are able to dynamically target visual elements which personalise your display advertising for each unique page view.

This is the perfect technology to help you tailor your display advertising, whether is be special offers, one off promotions or selective product ranges, to the correct and likely to purchase customers. Locayta analyses the content of the page, prior to generating the display advertisement. This insight is enables you to target specific customers with specific displays; this can be anything from pinning down festive menswear customers, nailing that party dress wear audience or even gift guide shoppers. The technology also allows for easy edits and post messages which can be scheduled to appear for certain customers, as well as at certain times of day.

The next steps…

The many services available from Locayta discussed today come fully integrated into the Locayta Freestyle Merchandising® platform, including Display AdvertisingVisual MerchandisingProduct Recommendations and Locayta Search, all of which work to enhance your merchandising over the festive period. To see them in action and to find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com.