Archive for February, 2013


visualaids

Why Visual Merchandising?

Any serious retailer, online or otherwise, will be sure to be investing a substantial amount of time, resource and efforts into Visual Merchandising. For online only retailers, although the practice and application may be different from in physical stores, the theory, importance and impact of Visual Merchandising is very much at the forefront. Through co-ordinating the strategic display of visual elements within your online platform, such as the creation of engaging product displays and compelling promotions, you can make a significant impact to your online performance translating to higher conversion rates and basket order values.

How to do Visual Merchandising online?

There’s no denying that the online medium presents a challenge to the visual merchandising world, but as more and more retail shifts to the online platform, the more and more sophisticated visual merchandising techniques become. Locayata Freestyle Merchandising allows you to transfer visual merchandising techniques online in a powerful but flexible way . With the ability to be configured to offer both dynamic and manual merchandising, Locayta’s visual merchandising functionality spans from driving the display of visual elements on site to advertising, product recommendations and behavioural targeting, to determining the sequencing of products displayed on a category page using the Locayta Balance Factor®.

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Visual Merchandising in action…

Locayta client and eCommerce sucess story boohoo.com said,  “For us the ability to opt in manually where we need to is the key win,” she says. “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.

Start Visual Merchandising…

Amongst the many services available from LocaytaVisual Merchandising, including Behavioural TargetingProduct Recomendations and Display Advertising come fully integrated into the Locayta Freestyle Merchandising® platform. To see it in action and find out more on how you can maximise your potential with Locayta Freestyle Merchandising®, visit www.locayta.com today.

for sale

When working within the ever changing and evolving online retail market, ensuring your special promotions get noticed and are enhanced to their utmost effectiveness is a must-do. But with the competitive nature of the eCommerce arena, ensuring those promotions are maximised in order to guarantee sales, revenue and conversion rate increases, is somewhat of a trickier notion and achieving it technologically, is somewhat of a challenge. But with more intelligent and strategic online merchandising tools, the performance of your special offer can exceed expectations. Keep reading to see how Locayta‘s technology does just this…

Locayta’s Behavioural Targeting

Locayta’s Behavioural Targeting technology is highly advanced in it’s ability to push those one off promotions  specifically to those users that are likely to respond positively.  With unique online merchandising features, as a retailer, you can leverage the power of your special offers which will help you re-engage with your users and in turn generating higher conversion rates and overall lowering acquisition costs.  Reviewing user’s previous intentions on site, Locayta’s behavioural algorithms are able to make recommendations using those special offers converting to sale. So how does it all work?

Locayta’s Behavioural Targeting in action…

Locayta Behaviour

Product Recomendations: Using Behavioural Targeting, Locayta are able to generate highly specific product recommendations which occur on site in real time and are updated dynamically. This can be based on both generic recommendations based on the collective intelligence of the site, as well as more personalised recommendations based on an individual’s past and present behaviour

Display Advertising: With the unique ability to analyse user behaviour so in depth, the Locayta are able to place highly likely purchase considerations and special offer promotions in both advertising display slots on site, from banners, to skys and MPU’s. The level of this can be enhanced during the time periods of sale and promotions and the display of your special offers can be scheduled for different times of day and periods of high volume special offers.

Prezzybox.com

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For Prezzybox Locayta have delivered results beyond expectations. “It’s been a revelation,” says Edwards. “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.

What next?

Amongst the many services available from LocaytaLocayta SearchBehavioural TargetingProduct Recomendations and Display Advertising come fully integrated into the Locayta Freestyle Merchandising® platform. To see it in action and find out more on how you can maximise your special offers with Locayta Freestyle Merchandising®, visit www.locayta.com today.

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When it comes to launching, growing and developing an online retail offering the key to success lies in guiding your users  to the point of purchase and enhancing their experience. The aim must be to make shopping on your retail site as easy, enjoyable and as fuss free as possible. So how do we do this? Implementing a sophisticated Guided Navigation is the first step of many to starting your users on a journey to purchase. Read on to find out how this can benefit you and enhance your online offering.

Locayta Search and Navigation

Locayta Search provides sophisticated interactional features to engage users and increase conversion rates and average order values. This includes Intelligent Navigation, which works by presenting your range of products strategically in a guided navigation framework. In addition to this, the technology also involves predictive type-ahead capabilities which cleverly suggests alternative and related search terms based on the collective intelligence both your users and products. Locayta Search also has inbuilt Spell Correction which catches any misspelling or miss-typings into search to avoid any possibility of returning zero results. 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.

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How does it apply to my site?

Sitting on top of your eCommerce platform, Locayta Guided Navigation works with your product data to enable your customers to drill-down into certain refinement options defined by you. This can be  anything from category, brand, price, colour, size, newness and more. Using the Locayta Control Panel, you can decide which options are displayed to your customers, in which order and  the number of options you’d like to display. Multiple configurations are possible within Locayta’s technology. You can optimise different types of searches as well as specific search terms, putting you in control of your search results and the products displayed to your customers.

The benefits…

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Locayta Intelligent Site Search and Guided Navigation increase the usability and effectiveness of searches within your site significantly. With proven effectiveness increasing conversion rates and average order values. Locayta‘s technology works with your existing data to connect your customers to the correct products quickly and accurately. Locayta client and eCommerce sucess story, boohoo.com said, “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.

Where to go from here?

Alongside many other services available from LocaytaIntelligent Site Search and Guided Navigation are fully integrated into the Locayta Freestyle Merchandising® platform. This means you can control other elements including visual merchandising and product recommendations alongside the features discussed today. To see Intelligent Site Search and Guided Navigation in action and find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com for a quick, FREE and easy demo.

The best way to optimise your online offering is by responding to user behaviour; the ability to engage with your users results in higher conversion rates and lower acquisition costs. On average, 98% of users will visit a retail site without making a purchase. As a retailer, lowering that number and increasing the percentage of users that convert to purchase is a clear way of giving your eCommerce business a boost. Read on to find out how Locayta Behavioural Targeting can help you do just that

Behaviour...

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Being able to re-target those users who have previously abandoned your website without making a purchase has multiple advantages. Firstly, targeting an audience that has previously shown an interest in your site is much more likely to result in sales compared to trying to capture an entirely brand new customer. So how can we do this? Locayta’s Behavioural Targeting technology is able to assess previous interactions on your site to produce relevant, tailored and highly personalised merchandising features. Some of them are outlined below…

Targeted search results

Firstly, you can guide your users with targeted search results. Directing your customers to products you are sure they are interested in based upon past user behaviour increases conversion rates dramatically. Dynamic, reactive and updating all the time, Locayta’s search enables retailers to return seach results based on the success of previous interactions on site.

Personalised Product Recommendations

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Similarly, Locayta are able to apply the same high relevancy and accuracy to Product Recommendations which are placed on product detail pages, search results and basket pages. The technology uses behavioural algorithms to suggest add on purchases in real time whilst your customer is browsing.

Display advertising

When it comes to display advertising, Locayta is able to provice targeted displays for each page view. By analysing the content of each page the technology identifies which display adverts are relevant to that particular page. Then tracking user activity, display adverts are shown which a good match for that users activity.

Behavioural Merchandising in action

For client Prezzybox, Locayta has delivered results beyond expectations. “It’s been a revelation,” says Edwards. “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.”

The next steps…

Amongst the many services available from LocaytaBehavioural 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.

Product Sequencing

Display advertising is one of those highly debated areas within the eCommerce arena and despite theory after theory emerging, there always seems to be a missing piece to the puzzle. As an eCommerce merchant, managing your display advertising and implementing the correct one for you and your business, the key is to think strategically about how your diaplay advertising is being targeted, to who and how sucessful is it? Locayta Freestyle Merchandising® provides incividually targeted display advertising for each unique page view.  Keep reading to find out how you can maximise the potential results from your display advertising.

Locayta’s USP…

As a full-function merchandising platform, Locayta Freestyle Merchandising® enhances online merchandising for their clients including Tesco.com, Superdry.com and boohoo.com in areas such as Visual MerchandisingProduct Recommendations and Search. When it comes to Display Advertising, Locayta are able to leverage their advanced and highly developed knowledge and new technologies within Behavioural Targeting.They use algorithms which enable their clients to dynamically target visual elements, such as display advertising, on a personalised basis for each unique page view.

How it works…

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Locayta’s advanced Behavioural technology is able to analyse and assess the content of each page and as a result assigns weights to relevant, prominent and stand out key words identifying which display adverts are likely be relevant to that particular page. Locayta  then track user activity on the site  matching their activity profile to the Locayta page analysis to suggest display adverts that would be a good match for that users activity. As the control and manipulation for your for display advertising can be accessed and amended via the control panel, managing your display advertising is flexible, and can be configured both automatically or manually.  You can optimise your online inventory in a time and resource saving manner.

A word from boohoo.com…

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.com

Want more?

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. To see them in action and to find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com.

We all know the online retail market is booming and growing at an astounding rate, but news reaches us today from the Financial Times that online clothes sales are said to be reaching a “Critical Mass”. Within the clothing retail sector, it’s commonly acknowledged that eCommerce is playing a huge factor with online only offerings like ASOS, Boden and boohoo.com taking centre stage.

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But according to the research by the Financial Times, Americans now buy more than 10 per cent of their clothes online. The story reports that online sales have reached a “critical mass”, increasing the pressure on physical stores to invest in launching online platforms or risk getting left behind. The statistics speak for themselves. One of America’s biggest department stores, Macy’s, saw total sales rose 11.7 per cent, whilst online sales jumped by 48.9 per cent.

With the facts at hand, it couldn’t be clearer that online retail within the clothing market remains an area of vast opportunity and possibility for aspiring online merchants. So what sets apart a successful online clothing business and a struggling one? Looking at two of Locayta’s online clothing clients, Superdry.com and boohoo.com, we’re going to explore just that.

Case Study 1: boohoo.com

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Well established within the UK’s top ten online retailers, boohoo.com looked to Locayta for a search and merchandising solution when it came to relaunching their website, which in turn allowed them to personalise the way they merchandise products to their different audience segments. Enabling them to increase their site search-ability and product find-ability for their customers, Locayta Freestyle Merchandising introduced customized facets in search, dynamic user based product recommendations and strategic rules based merchandising in terms of product sequencing. This resulted in less clicks to purchase and increased quantity of purchases. boohoo.com said, “The key deliverables identified included advanced guided navigation for visual merchandising, behavioural recommendations and rules based merchandising functionality. Locayta has many automated response functions that can update search results, categories and recommendations – and that’s incredibly useful.

Case Study 2: Superdry.com

Superdry

Internationally successful urban clothing retailer, Superdry.com, wanted enable intelligent, inspiring search and merchandising functionality across their newly launched multi-lingual international sites. To do this, Superdry.com took advantage of Locayta’s Balance Factor technology which  enabled them to prioritise products according to metrics such as stock levels, newness, popularity and profit margins. Superdry.com can set up the technology to activate automatically according to their preferences, but also gives the opportunity to input manually when needed. This spanned across search results and category pages. They also employed Locayta’s Intelligent Navigation technology including spell correction and auto-complete functionality, providing accurate search results and eliminating the risk of failed searches. They said, “We were impressed by Locayta’s unique ability to achieve fully automated visual merchandising and fast multi-lingual search results no matter what the geographical location. We felt they were head and shoulders above the rest.

Calling all online clothing retailers!

To see all the technologies discussed today in action with a FREE DEMO and to see how you can maximise your potential, find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com today.

Product Sequencing

When it comes to in store merchandising, the positioning if product is strategically planned and carefully merchandised aiming to entice, guide and influence the customer to purchase. Coming up with an online equivalent to this is more tricky. As a visually interactive experience the importance of online product placement is significant. Keep reading to find out how Locayta have developed a much needed solution to this online merchandising problem.

Locayta Product Sequencing

Locayta have developed a technology, called Locayta Product Sequencing, which enables you to determine the exact sequencing of products on both category pages and search results within your online platform with advanced delivery and a unique element of control. You can pre-determine the order in which your products are displayed by anything from stock levels, price, newness, popularity or margin.

balance factor in action

Using Locayta Balance Factor®, you can place business rules and weight their importance, influencing your product sequencing according to rules pre-determined by you. Once set, Locayta Balance Factor® automatically updates the ordering of your products according to the guidelines. In addition to this, Locayta Product Sequencing allows you to manually manipulate your product displays should this be necessary. All of this is actioned through Locayta’s simple Control Panel.

The Benefits

Locayta Product Sequencing helps to engage and compel your customers to purchase. It’s a highly influential yet very flexible method os using visual merchandising to benefit both your users and your conversion rates.  Locayta Product Sequencing produces higher retention rates as well as increased customer satisfaction. It has been proven to increase basket value, maximise conversions and entice new first time buyers. Locayta Product Sequencing has not only increased sales across the web by between 15 – 30 %, but has provided an eCommerce visual merchandising solution for Locayta clients Superdry.comboohoo.com and prezzybox.com

Zak Edwards, Founder and Managing Director at Prezzybox, says, “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.”

What next?

To see Locayta Product Sequencing in action with a FREE DEMO and to find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com today.

mobileinuse

Embracing an entirely new and unfamiliar space for any online retailer is no mean feat, in fact, it presents one of the biggest challenges there is for eCommerce vendors, but this need not be the case. A new platform such as mobile presents a new opportunity to reach out to a new audience who welcome new ways of shopping, browsing and purchasing from your retail offering. Instead of thinking of this as a challenging, confusing and cloudy space, look upon it as a brand new opportunity to engage and embrace a larger, more technically savvy audience. Want to know how? Read on to see how Locayta M-Commerce could be the solution you’ve been waiting for.

Locayta M-Commerce

After perfecting the art of online merchandising with innovative technologies and unique software solutions for clients including Tesco.com, boohoo.com and Superdry.com, Locayta soon turned their hand to mobile. They have transferred their skills an expertise into this arena providing mobile search and merchandising solutions, helping retailers extend their reach, expand their sales channels and their overall marketing return on investment.

PayPal recently reported that the volume of recorded mobile payments, across the entire globe, increased 173 percent compared to a similar time period last year. In addition to this in a recent study, Experian are reporting that one of the biggest shifts in internet usage recently has been the smartphone with 13% of respondants having regularly purchased on their phone.

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What is Locayta M-Commerce and how does it work?

Locayta M-Commerce is a click-to-buy iPhone shopping application which you can deploy as a quick and cost effective way to extend your online presence. The application will allow your customers to browse and search your product catalogue, view the product detail page, add items to a wish-list and add or remove items to basket. When it comes to the point of purchase, your customers are transferred to your eCommerce site.

The innovative technology developed by Locayta works by storing and indexing your product data independently from your eCommerce site, then directly queries your eCommerce site directly. The technology also supports the highly advanced merchandising feature-set of Locayta Freestyle Merchandising®. Locayta M-Commerce would be ideal for those retailers looking to implement a quick win without requiring changes to their main retail sites.

 

The next steps to getting mobile…

Locayta M-Commerce comes fully integrated into the Locayta Freestyle Merchandising® platform. To see it in action and to find out more about how you can get your business mobile with the help of Locayta Freestyle Merchandising®, visit www.locayta.com.

At Locayta we’re really proud of our Freestyle Merchandising® innovations. We’re not ashamed to admit it either. Not because we want to blow our own trumpet – but because we know from extensive feedback that our search and merchandising tools drive revenue, conversions and order values for clients. At the end of the day that’s what we’re here to do.

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