Archive for January, 2013


Ensuring your customer connects effectively, efficiently and accurately with your product presents one of the biggest challenges within the online merchandising market. Monitoring the process, the procedure, what works and what doesn’t, means we can learn from online user behviour and use it to improve and enhance our own practice. This is exactly what Locayta Search has done, overcoming barriers to make it easier for your customers to find what they are looking for. Read on to find out more on how Locayta Freestyle Merchandising can enhance your conversions and sales.

Locayta Search

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With the most sophisticated search technologies available, Locayta Search uses the information on your site and learns from what customers are searching for.

It provides sophisticated features including Intelligent Navigation, which presents products within a guided navigation framework, predictive type-ahead, which intelligently suggests products and alternative search terms based on the collective intelligence both your users and products and Spell Correction, which catches any misspelling or miss-typing. Locayta Search also includes their unique Locayta Balance Factor® technology, which enables you to merchandise the ordering of products on site adjusting search results based on metrics such as margin, popularity, newness to site and stock availability.

Case Study:

boohoo

“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.

Catherine Turner, eCommerce manager at Boohoo.

What’s Next?

To see Locayta Search in action and find out more on how the services can enhance your current online performance, visit www.locayta.com today.

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Selling product online is anything but a straight forward and easy practice. Enhancing your potential with the use of advanced and well developed merchandising techniques is the only way to stay one step ahead of the game in this ever-changing and newly developing arena. So how does it work? And how do you know what’s best? The key theory here is cross-selling and enhancing the up selling opportunities across your website seizing all merchandising opportunities. In fact, the availability of cross-selling and up-selling functionality on websites has been proven to increase the revenue performance of websites typically by 15% or more. Read on to find out more.

How to Cross Sell

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Locayta’s cross selling tools span across all facets of your website, ensuring that all opportunities to push additional sales  and enhance your bottom line numbers are seized. This includes the placement of Product Recommendations on product detail pages, visual merchandising with strategic product sequencing using Locayta’s unique Balance Factor on search pages as well as on the home page, add to basket and check-out pages.

Understanding the relationship between products, your user behaviour and the information you store about your products, Locayta can strategically place highly likely purchase options on screen both in real time and dynamically in response to changes in the products themselves and to changes in user behaviour.

Cross Sellling in action

After launching with Locayta and utilitisng their up selling technology, The British Museum’s Ecommerce Manager Fabrice Druelle is impressed with the unique combination of product recommendation, merchandising and search functionality on offer to enhance their online sales. “Locayta offered us a tool we simply couldn’t find elsewhere. In the past we were under using the platform, but now we are planning to develop the system’s capabilities as part of our future plans. We have re-skinned our site to enhance the use of product recommendations and give visitors a whole new look and feel with maximised product placement and cross-selling potential.”

Cross Sell!

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The effect of the cross selling technologies discussed today, are immediate and results in increased conversion rates and higher average order values. Product RecommendationsBalance Factor and Visual Merchandising 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.


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When it comes to finding the correct online merchandising solution, every online retailer has their own individual requirements. So when Locayta takes on a new client, it’s important to listen to those needs, accommodate them and deliver. We spoke to new Locayta client Paperstone to get the low down on their experience of setting up a new online search and navigation solution.

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Any retailer will know the importance of product, after all it is the driving force behind any transactional model, but when it comes to online, how do we ensure our product is being pushed enough? And how do we know we are reaching our full potential in terms of average order values and conversion rates doing our product ranges justice within the online space? That’s why this week we’re talking Locayta Product Recommendations, and why they have solved such a problem for online merchandisers including Tesco, Boohoo and Paperchase.

Why Locayta Product Recommendations ?

Generally speaking within the online merchandising arena, Product Recommendations will always come out on top as one of the most highly beneficial merchandising tools out there. But Locayta Product Recommendations are different. Utilising behavioural algorithms implemented on their clients’ site, they are able to provide personalised product recommendations to their users.  Using the power of collective intelligence of your site, your users and your products, in real time, they make relevant and personal product recommendations which are highly likely to convert to purchase.

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Once configured, Locayta’s Product Recommendations can be dynamically generated and constantly updated based upon day to day user interactions on your site. Simple actions including viewing, adding to basket and purchasing, will automatically adjust the personalised product recommendations being made on your retail site to both new and returning customers. Locayta Product Recommendations have been proven to increase conversions and basket order values significantly.

Some feedback on the technology…

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.”

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Adrian Spence, Head of eCommerce at Paperchase agrees, “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.

What’s next?

To see Locayta’s Product Recommendations in action and find out more on how the services can enhance your current online performance, visit www.locayta.com today.

Locayta-behavioural

As an online retailer, the ability to analyse, respond and learn from user behaviour within the eCommerce arena is invaluable. This is something that came to light to Locayta clients Prezzybox and Paperchase, who have learnt the benefits of implementing Behavioural Algorithms to track and respond to user behaviour which are dynamically occurring on their sites. Want to see how you too can increase conversion rates and average basket order values with Behavioural Algorithms? Keep reading to find out more…

Locayta Behavioural Algorithms

Locayta’s Behavioural Algorithms are applicable across many aspects of online merchandising, from Behavioural Targeting in Visual Merchandising to Product Recommendations using Behavioural Algorithms. So how do they work? And in particular, how have they aided the growth of Prezzybox and Paperchase?

Prezzybox

Behavioural Targeting in Visual Merchandising

Here, Behavioural Targeting allows you to re-engage with your users, generating high conversion rates and lowering acquisition costs; the technology enables you to review users’ previous interactions on your site (including incomplete purchases) to make recommendations to returning users. eCommerce manager at Prezzybox, Zak Edwards said, “It’s been a revelation.We have total control. 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.

Paperchase

Product Recommendations using Behavioural Algorithms

One of the ways that Locayta’s Behavioural Algorithms are used to increase basket order values is with Product Recommendations. These enhance user experience by providing customers with highly personalised product recommendations in real-time based on users’ behaviour on site. This can be from generating generic recommendations based on the collective intelligence of your site, as well as more personalised recommendations based on an individual’s past and present behaviour. Adrian Spence, Head of eCommerce at Paperchase, says, “Our products are all about driving newness and offering fresh collections. At Paperchase we’re thinking much more strategically about product recommendations“.

Next steps

Amongst the many services available from LocaytaLocayta Behavioural Algorithms comes 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.

Seasonal opportunities have always been a trigger for targeted promotions and offers – but these days it’s getting more competitive than ever before. Even in November 2012 Amazon were looking ahead to post-Christmas sales with early promotional offers. Meanwhile Business Insider reports that retailers are earlier than ever before with their Valentine’s Day promotions.

Continue reading

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For many aspiring eCommerce merchants, international expansion will be part of the roadmap no matter how short term or long term that may be. Extending your online reach with expansion into new markets is a sure fire way to grow revenue, conversions and sales for your online business. So how does this work? Expanding into new markets is no overnight job and managing the functional application of this requires expertise, knowledge and technologically wise implementation. So when Superdry.com wanted to expand their offering into Europe, they turned to Locayta Freestyle Merchandising.

Superdry.com: Global expansion

Since launching in 2003, Superdry.com have gone from strength to strength, but a key challenge for the brand was to ensure intelligent and inspiring search and merchandising functionality on a mutli lingual platform across seven new international sites. Chris Griffin, Head of Ecommerce at Superdry, selected Locayta Freestyle Merchandising after careful research. “It’s essential that Superdry’s international sites can compete effectively with localised providers. It’s not just about branding, it’s about fully integrated localised communication. Before we discovered Locayta our visual merchandising was manually controlled and generated clunky, cumbersome results.

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With the ability to recreate high street style product displays, advanced on site intelligent search which connects customer to product instantly and profit boosting product recommendations, Superdry.com turned to Locayta Freestyle Merchandising to launch their international sites.

Superdry.com took advantage of Locayta’s visual merchandising technology, employing both the automated functionality, in which produce sequencing can be manipulated according to set metrics decided by them such as price / margin prioritising preferences using the unique Locayta Balance Factor, as well as the more manual manipulation of product display. Locayta’s technology also serves to enhance the search functionality of Superdry.com’s international sites with the implementation of intelligent navigation, spell correction and auto complete, eliminating the risk of failed searches.

How can this help you start your international expansion?

Superdry.com say…

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Locayta offered the perfect combination of tools to control our search and merchandising. Their technology delivers the same high grade performance regardless of which country the site is operating in. We have experienced some real wins – our merchandising is much more effective and easy to manage, plus the system has undoubtedly driven revenue. The ability to maintain superior search and category performance on a totally multi-lingual basis has generated phenomenal, if not unprecedented success for us. Our international e-commerce 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“.

To find out more on Locayta Freestyle Merchandising® in the expansion of your retail site, visit www.locayta.com for a quick, FREE and easy demo >>

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As an eCommerce owner, vender or manager, it can be easy to become complacent and not see the areas of opportunity within your retail site. Working within the same platform each and every day breeds over familiarity and discourages the necessity to look clearly and critically at the areas within which your site can improve. Locayta, who work with a broad scope of websites day in day out, can do this for you. Helping eCommerce success stories such as boohoo.com, Superdry.com and Prezzybox.com come to fruition, it’s safe to say that if anyone can give you an honest assessment and identify the possibilities going forward, it’s Locayta. Keep reading to find out how you may be able to improve the performance of your site with Locayta.

Where can I improve?

Although the possibilities for eCommerce expansion are endless and span an unquantifiable amount of options, Locayta have identified three key areas of functionality within retail sites which can be upgraded to improve performance with key indicators including conversion rates and average order values. Currently such improvements have been proven to increase sales for Locayta’s existing clients by up to 19%. So what are they?

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1. Site Search: Fully featured, intelligent search that learns and ensure that your customers find what they are searching for. For Zak Edwards at Prezzybox, Locayta has delivered results beyond expectations. “It’s been a revelation. 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. It’s no exaggeration to say that we saw conversion rates increase overnight when we started using Locayta.

2. Product Recommendations: Relevent, compelling and intelligent product recommendations guaranteed to drive sales. Mark Wakeley, change manager at Tesco Clothing 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.

Product Sequencing

3. Visual Merchandising: Take control of product sequencing on category pages an search results. 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. 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“. 

Where to get started?

Locayta Product recommendations ,  Locayta Visual Merchandising and Locayta Intelligent Site Search and Navigation 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.

Practical Ecommerce recently published a blog offering tips on how to healthcheck what your shoppers think of your ecommerce site. The timing’s great. According to Experian post-Christmas online shopping has shot up by 86% on the previous year – and with Easter just around the corner now is a prime moment to stop, take stock and establish what’s working for your customers and what isn’t.

The snag, of course, can be the significant cost and time implications of regularly reviewing and updating your website according to changing user behaviour. So here’s a New Year’s resolution you might want to consider. Take a look at these tools from Locayta that can cunningly automate functions recommended by Practical Ecommerce at a fraction of the time and expense of doing the job manually.

Recommendation: review home and landing pages

Prezzybox merchandising the Locayta way

Home and landing pages are rightly identified as a key area where you need to keep up to date. But what if you could change merchandising displays on these pages even as users hit, targeting the right products to the right visitor? And what if you could set your system up to do that automatically, accurately and in real time?

Solution: Locayta Freestyle Merchandising®

Freestyle Merchandising has a full tool kit that allows you to do exactly that. The Visual Merchandising module is set up to track and analyse your user’s behaviour and adjust your displays according to their product preferences, spending levels and pretty much any other criteria you care to apply.

Superdry.com Visual Merchandising

Superdry.com Visual Merchandising

Meanwhile, Locayta Display Advertising equips you to change your ad banners, displays and promotions to match the profile of your user from past data you hold on them – and indeed from their search and select behaviour as it happens.

The result is an on-going, targeted home and landing page strategy with all of the benefits of personalised targeting and none of the headaches of constant manual updates.

Recommendation: use your cart and checkout

Your cart and checkout offer prime cross and upselling opportunities – but as Practical Ecommerce points out it’s all too easy to forget to keep them fresh. As well as ensuring speed, efficiency, a streamlined checkout process and transparent cost displays (including shipping costs) you should always deploy this area of your site to encourage extra purchases based on your customer’s current selections.

Solution: Locayta Product Recommendations

Product recommendationsLocayta Product Recommendations is a clever module that plugs straight into your own platform and uses intelligent algorithms to respond to your customer’s choices. It then displays the products most closely matched to the items they’ve already chosen.

The benefits? Once configured the technology can operate entirely automatically and will always respond to the latest information your shoppers are giving you. You can focus on other areas confident in the knowledge that you’ve got the upselling potential of your site’s checkout completely covered.

Recommendation: review your customer support

Customer support isn’t just about handling feedback and enquiries. It’s also about understanding which customers are returning to you and why – and using that information to develop your offer, customer retention and sales. As Practical Ecommerce points out, when you understand the patterns you can look for solutions – but again this can be a complex and time consuming process.

Solution: Locayta Behavioural Targeting

Behavioural-Retargetting-V2We all know that low conversion rates, abandoned baskets and lapsed shoppers are big challenges in ecommerce. But Locayta offers a hugely useful tool to reduce these rates and convert more lapsed visitors into loyal customers.

Locayta Behavioural Targeting can analyse the historical behaviour of lapsed visitors on your site up to and including their abandoned cart contents. It then makes intelligent recommendations that are closely matched to the user’s most recent behaviour and are hence likely to entice them back to the site.

This is ideal for regenerating lapsed purchases, recommending alternative products or making promotional offers. Not only can you increase your conversion rates, you can also lower your acquisition costs (since you’re dealing with a warm lead base) as well as providing users with useful and relevant promotions that will indicate to them that you care.

Maximise sales the Tesco Clothing way

All of these tools are just a small part of a comprehensive search, merchandising and product recommendation engine that’s exclusive to Locayta. It’s also the official choice of brands as big as boohoo.com, Superdry and Tesco Clothing. But just because these dominant retailers choose us doesn’t mean it’s beyond the reach of smaller ecommerce merchants. The system is flexible and can be configured to the size and scope of your business, with competitive pricing and full support as standard.

The technology is available on an SaaS basis and can be configured to sit within your own ecommerce platform with no core changes to your site. Sounds like a New Year’s resolution worth making? Contact us to discuss your own ecommerce strategy and we’ll walk you through what’s possible in 2013 and beyond.

Converting your visitors to buy is one of the biggest challenges within the retail merchandising space, but succinctly, it’s one of those hurdles worth tackling as it reaps the biggest rewards. The process of getting your users to the point of purchase is not a simple one, and as any online retailer who has done their research will know, there are extensive theories into this practice and numerous tips and hints about how to increase your conversion rates. See below for our suggestions for an all in one solution.

Increase Conversion Rates – how?

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Want 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? Whether it be by popularity and profit margin, newness to site, highest rated, stock availability or sale velocity, Locayta Visual Merchandising uses behavioural algorithms and then determines the sequencing of products displayed using the unique Locayta Balance Factor® technology, to enhance your conversion rates.

Locayta Product recommendations  are unrivaled in the  marketplace. They are based upon the individual user’s behaviour on site, as well as previous users’ behaviour in real time, which works to provide, generate and display highly personalised product suggestions alongside other purchase options on screen to your customers.

Locayta’s Intelligent Site Search and Navigation provides sites with a “Guided Navigation” framework. This displays relevant refinement options allowing your users to drill-down their search. This significantly increases the usability and effectiveness of site search on your eCommerce platform, connecting your customers to your products.

Locayta Behavioural Targeting is highly effective. It works by marketing specifically to returning users who have previously abandoned baskets without purchasing. Using unique behavioural merchandising algorithms which reviews the users’ previous interactions on your site, Locayta‘s technologies make relevant, tailored and highly personalised product suggestions to your returning customers.

Client Case Study

Mark Wakeley, change manager at Tesco Clothing says:

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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.”

Want More?

Amongst the many services available from LocaytaLocayta 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.