Archive for November, 2012


With a client base boasting some of the top names in the eCommerce and online retail world such as Boohoo.com, Superdry.com and Paperchase, Locayta Freestyle Merchandising is helping transactional online retailers increase their bottom line numbers, including average order values and conversion rates, across the web. So how can they help you too?

Stay ahead of the game: As an innovative, young and fresh company, Locayta are dedicated to developing new, game-changing and customised features for their clients. As everyone’s needs are different, Locayta work directly with their online retailers to develop unique feature sets within their online platform, making for a really customised service unavailable elsewhere. Locayta helped women swear retailer, Boohoo.com develop a complex interactive template which enables product preview options instantly, without navigating out of the page allowing further refinement and a really personalised service for their customers.

Search that learns: On-site search is ever-evolving, ever-improving and ever-innovating, so selecting a search that learns can ensure your search functionality never gets out-dated and always stays one step ahead. One of the most sophisticated search engines available, Locayta’s search is not only specifically optimised for helping your users locate products, but it consistently learns from what customers are searching for responding dynamically to user behaviour ever improving its effectiveness. Locayta search provides sophisticated features like predictive type-ahead, balance factor and guided navigation to help users get to the correct products quickly and effectively.

Respond to user behaviour: Across the many facets of Locayta Freestyle Merchandising, all the technologies on offer constantly take guidance, knowledge and intelligence from user behaviour. Being able to respond to how your users interact with your site in a dynamic nature, ensures the ever-efficient nature of Locayta’s functionalities, and across all areas, including search, navigation, visual merchandising, product recommendations and display advertising, best practice is learnt and improved in response to what happens on the sites of Locayta clients twenty four seven,

How to get involved…

Amongst the many services available from Locayta, the above capabilities 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.

When we’re researching methodology, theory and practical application of online merchandising techniques, the best way of seeing hands on, proven and workable methods is with a client case study. As such an ever-changing, developing and evolving industry, when it comes to online merchandising methods, it’s essential to stay ahead of the game do your research when deciding which methods to take forwards, and which to leave behind. Today, we’re going to look at Locayta client and booming online only female fashion retailer, boohoo.com, and we’re going to see how they have watched their revenues grow with the help of Locayta.

Boohoo.com

Being one of the top ten online retailers doesn’t happen overnight. Becoming one of the biggest success stories to come out of eCommerce this decade is no mean feat, so it’s safe to say since launching only six years ago, boohoo.com have excelled within the online women’s clothing space expanding internationally. So how have they done it? Keep reading to find out.

Boohoo.com and Locayta

So how do Locayta fit into the puzzle? When re-launching their site, Boohoo.com selected Locayta Freestyle Merchandising as their online merchandising and site search solution. Chosen for it’s robust, dynamic and scalable architecture as well as extremely flexible implementation, Boohoo.com can now personalise their merchandising as well as ensure a fast accurate and effective on-site search.

Guided Navigation: Using customised facets, Locayta increased the “search ability” of products within the Boohoo.com site. The navigation panel displays the customer defined facets for the optimum visual representation of search results with refining options. Locayta also worked with Boohoo.com to implement complex interactive templates including a feature which allows users to “quick view” products without navigating away from the search results, encouraging lower clicks to purchase.

Behavioural Recommendations: Boohoo.com implemented this feature, which is based on collective and/or individual user behaviour, to generate highly likely product recommendations, as a value-add service to both help their users find what they are looking for, as well as drive average order values.

Rules Based Merchandising: Using Locayta’s control Panel, Boohoo.com are able to create a customised set of rules to control and optimise their customers’ search results via a field weighting system. This allows Boohoo.com to take control over their online sales performance, being able to skew results towards stock levels, timed promotions or certain product sets, in order to achieve their objectives.

A word from Boohoo.com

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.

Get involved…

Amongst the many services available from Locaytathe above features 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.

As an official Magento partner Locayta has launched a revolutionary new toolkit for ecommerce sites. It’s proven to dramatically increase conversions and order values, it’s geared up to deliver value adding ecommerce strategies – and now it’s all packaged up and ready to integrate directly into your clients’ sites.

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Any eCommerce solution within our ever-developing online world must be multi faceted, dynamic and multi-channeled in order to keep up with the high demands of complicated online merchandising practice. Locayta Freestyle Merchandising® works with online retailers to help them take total control over their online sales performance based on five layers of functionality to optimise the presentation of products, the display of search results as well as add on features such as product recommendations. For Locayta’s clients, including boohoo.com, Superdry.com and Tesco, the results are satisfied customers, increased revenue and enhanced business management visibility. See the five layers below…

Layer One – Behavioural Merchandising:

Locayta specialises in using Behavioural merchandising to provide real-time customised and personalised product recommendations to customers based upon and learning from their online user behaviour. Whether this is based solely on the customer’s actions, or uses some collective intelligence approach based on other past and present user behaviour, the results are highly enticing to purchase and lead to increased conversion rates.

Layer Two – Metrics Driven Merchandising:

Locayta closely analyses online activity data  for clients to make product recommendations and influence search results. Uniquely  this can be programmed to be based upon customised metrics to meet the clients objectives. Stock levels, popularity, newestness are all variables which can be controlled and prioritised in search results and category pages. This feature puts you in control over your customer experience and increases the management and element of control and visibility you have over your online business.

Layer Three – Search and Search Driven Merchandising:

Specialising in search, Locayta’s merchandising functionality customises product page navigation to match the customers search query; search is then heavily guided by filters which serve to optimise results and take users to the products they are looking for.

Layer Four – Visual Merchandising:

This layer focuses on strategically organising the appearance of your online offering. This spans all the visual elements on your site, such as banner advertisements which can be based on category search or metric driven specifics learnt from user behaviour, as well as presenting products based on search and metrics chosen by you to reach specific targets or drive certain values.

Layer Five – Personalisation and other customised merchandising strategies:

Using behavioural anaysis, most of Locayta’s technologies provide unique and highly personal merchandising solutions. The system can also work to recognise your customer and personalise the service even further. This includes personalised email targeting using the other four layers of functionality to best target your online customers.

Want more?

Locayta Freestyle Merchandising is highly flexibe and by it’s very nature it enables you to ‘build’ your solution to your own needs. Want to know more? Visit www.locayta.com today.

The increase in the quantity, quality and regularity of sales through your online platform lies at the heart of the aims of most eCommerce businesses. The ability to give your sales a boost can be game changing for an upcoming, aspiring and ambitious young eCommerce business, and using all tools at your disposal really ensures you are doing your best to support your online offering and maximises your potential for now and the future. Check out some of our online merchandising tips below…

Product Recommendations…

Product Recommendations are a regular feature within most online merchandising sets, but the dynamic, targeted and advanced nature of the ones on offer from Locayta are unrivalled. This tool is one of the most instantly effective and measureable functionalities out there, and responding automatically and learning from user behaviour such as previous search terms and the success of previous recommendations, the system has a unique ability to develop it’s own performance to maintain at the optimum level.

Site Search…
A technologically advanced search works to help your customers find what they’re looking for, and Locayta’s is designed specifically to do just this. Learning from the search terms keyed into your online platform, the Locayta Search provides highly optimised results, as well as intelligent features like guided navigation, predictive type ahead and spell correction. It also uses Locayta’s unique Balance Factor which allows you to weight your search results by set variables decided by you, such as margin, newness and stock availability.

Visual Merchandising…

The visual appearance of your online store is just as important online as it is with real life physical stores. Presenting your products in a visually appealing way has been proven to increase sales and drive conversions with real impact. With the ability to be configured both automatically and dynamically, Locayta’s Visual Merchandising functions span from the sequencing of products on category and search results pages, right through to Brand Adjacency, Behavioural Targeting and highly targeted Display Advertising.

What our clients say…

ECommerce Manager, Zak Edwards ofLocayta client, Prezzybox.com, is active proof of the effect Locayta’s technologies can have on online sales. He said…

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. We have the ability to create filter criteria to match seasonal promotions, gift categories and internal variables. Most crucially, because every decision we make can be applied automatically across every category we’ve eliminated any margin for error and ensured that our customers experience accurate results every time. It’s no exaggeration to say that we saw conversion rates increase overnight when we started using Locayta.

The next steps…

Amongst the many services available from Locayta, Visual Merchandising,  Site Search and 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.

Ecommerce merchants haven’t been slow to cotton on to the value of affiliate marketing in the past few years. It’s become widely recognised as a low cost and low risk method of generating site traffic in the hope of increasing conversions and ultimately driving sales revenue. But especially for smaller merchants a website can fall down when it comes to handling merchandising and category displays that match the needs of users driven by different affiliate incentives.

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All online retailers have key aims and objectives they’d like to achieve with their eCommerce business. Most of these will span around key measurable statistics such as conversion rates and average basket order values. Whilst these measurables are individually workable and viable to increase with specific online merchandising strategies, extending your online reach can work across the board to give your bottom line numbers a nudge in the upwards direction. More exposure, and therefore users, leads to a more economically viable business maximising your potential reaching the widest audience possible. Find out how to do just this with Behavioural Targeting below…

Behavioural Targeting

The ability to target those users who have previously abandoned your website without making a purchase means you can really re-capture that audience to your own benefits. Targeting this audience has a much more likely higher success rate in terms of conversions, compared to trying to capture an entirely brand new one. Locayta’s technology analyses the previous interactions on site to produce relevant, tailored and highly personalised merchandising features to your returning customers. This spans many different remits within the Locayta portfolio. Firstly directing customers to products you know they’ll be likely to be interested in based upon past user behaviour through enhanced and targeted search results; dynamically reactive, Locayta’s search goes beyond all others in providing retailers with the ability to produce results based on the success of previous interactions on site. In a similar way, the same high relevancy and accuracy is applied to their Product Recommendations, which use behavioural algorithms to suggest add on purchases in real time.

Case Study?

Want to see the merchandising tools in action? Here’s what Locayta client and eCommerce manager at The British Museum Company,  Fabrice Druelle had to say…

Locayta offered us a tool we simply couldn’t find elsewhere. We have re-skinned our site to make maximum use of product recommendations and give visitors a whole new look and feel with more cross selling opportunities. You can really play with the technology. It’s totally adaptable to our product range and complex merchandising structure. We’re gearing up to tap into the system’s true potential with plans to roll out the full merchandising and search platform in the coming months. It’s an exciting time.

What’s next?

Amongst the many services available from Locayta, Behavioural Targeting 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.

Last week we decided to breakdown our online merchandising advice into three easy to digest bites per week. Today we’re doing the same with the second in our series on how to take your online merchandising to the next level. When it comes to merchandising your online platform, the number of different angles to take, approaches to make and methodology to apply are endless. Narrowing these down, and deciphering which direction to take is no mean feat. That’s why this week we’re presenting our top three best practice tips to help push your eCommerce business forwards. Check them out below…

Guide your users

If you want to increase your conversion rates and manoeuvre your visitors into the direction of purchase more successfully, you’ll need to consider implementing a merchandising feature into your eCommerce platform that guides your users intelligently towards the purchase path. Locayta’s Intelligent Navigation framework does just this with their Guided Navigation. This provides eCommerce websites with the ability to offer their users a framework which features relevant refinement options allowing them to easily drill down their search. Such options can be dynamically generated from any data set allowing your users to browse, search and refine by category options such as Category, Brand, Size, Colour and so on. Significantly increasing the usability and effectiveness of site search online results in increased conversions and average order values.

We have the ability to create filter criteria to match seasonal promotions, gift categories and internal variables. Most crucially, because every decision we make can be applied automatically across every category we’ve eliminated any margin for error and ensured that our customers experience accurate results every time. It’s no exaggeration to say that we saw conversion rates increase overnight when we started using Locayta.

Locayta client Zak Edwards at Prezzybox.com

Keep Control

With so many merchandising solutions available out there, and if you’re sourcing different ones from many different providers, it can be difficult to monitor the effectiveness and success of the technologies, as well as balance the most cost efficient solutions for you. Locayta is different. Their merchandising features, which spans everything from product recommendations to enhanced search, are all managed from one single control panel, meaning you can really decipher the most effective solutions for you. Not only this, but this gives you the ability to really tailor your merchandising solutions taking forward the most effective tools for you.

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.

Catherine Turner, eCommerce Manager at boohoo.com

Keep Developing

Within the online merchandising world, there’s no sitting still. In such an ever changing sector, the need to keep developing, improving and moving on your merchandising solutions has never been more essential. Locayta pride themselves in their work ethic, keen to consistently develop their solutions, and work with retailers to provide tailored solutions, is unrivaled.

Implementation was great – very flexible and amenable. Locayta’s people can speak our language, easily translating between technical detail and layman’s terms. They’re receptive to our ideas and happy to include our suggestions for further technological development“.

Zak Edwards at Prezzybox.com

Find out more…

If you’d like more information on Locayta’s Intelligent Navigation, Control Panel or developing work ethic, visit Locayta.com today.

In today’s ecommerce climate retailers are increasingly recognising the potential of emerging and international markets for online retailing success. For UK retailers the chance to take their business online in both the developed and developing world represents a prime opportunity. But a really successful overseas strategy demands an approach that can flex to local cultural and logistical issues for sustainable success.

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Reading up on online merchandising practice is no short task. There are thousands of research documentations, guides and best practice tips for how best to optimise the co-ordinatination of your online merchandising within your retail site. No matter how much you seek conversion rate increases, higher basket values and a maximised potential for up sell, what kind of busy eCommerce business owner has time to sift through the good from the bad, the dos from the don’ts and the maybes from the we don’t knows? Below, we’ve summarised a few quick fire best practice tips for online merchandising with client case studies to back up. Look out for more in this series in our blog posts over the coming weeks.

1. Get Automated

There’s a real shift in online merchandising practice away from time consuming, cumbersome  and manual handling of applying multiple updates across hundreds of categories on a daily basis within your eCommerce merchandising efforts. That’s why Locayta have developed an integrated marketing tool, operating from one single control panel. This reduces the need to outsource to third parties, delivering increased operational efficiency and reduced costs.

Founder and Managing Director of Locayta client, Prezzybox.com,  Zak Edwards recalls the difficulties. “It was incredibly cumbersome. We lost hundreds if not thousands of man hours to the task. Our business depends on getting the right products in front of the customer fast. We were constantly aware of the margin for human error across such a broad product range. We looked at building our own system, but then we were introduced to Locayta. I was immediately impressed. When you see how simple Freestyle Merchandising is to use you would never guess how sophisticated the technology really is. It’s been a revelation, we have total control. Most crucially, because every decision we make can be applied automatically across every category we’ve eliminated any margin for error and ensured that our customers experience accurate results every time. It’s no exaggeration to say that we saw conversion rates increase overnight when we started using Locayta.”

2. Target, target, target

Technologies are advancing to the extent where your online merchandising techniques can be carefully targeted to optimise specific users based upon their behaviour on your site. Locayta’s behavioural targeting technology spans across many of their merchandising solutions, allowing users to target specifically across product recommendations, promotions, search results, display advertising and visual merchandising.

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. We have the ability to create filter criteria to match seasonal promotions, gift categories and internal variables.” says Zak from Prezzybox.com.

3. Up-selling at its best

Whilst online merchandising is all about driving sales, the way to maximise those sales is with up-selling. Increasing basket order values with add on purchases is a huge area of potential for eCommerce retailers, and one that must be explored. With Product Reccomendations and behavioural merchandising available at Locayta, the effect is immediate, and results in increased conversion rates and higher average order values.

Ecommerce Manager at The British Museum Company, Fabrice Druelle, is pleased with the potential of Locayta’s up-selling opportunities. “Locayta offered us a tool we simply couldn’t find elsewhere. We have re-skinned our site to make maximum use of product recommendations and give visitors a whole new look and feel with more cross selling opportunities. You can really play with the technology. It’s totally adaptable to our product range and complex merchandising structure. We’re gearing up to tap into the system’s true potential with plans to roll out the full merchandising and search platform in the coming months. It’s an exciting time.”

What’s next?

For more information on Locayta’s automation, behavioural targeting and up-selling, visit www.locayta.com today.