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.