Archive for September, 2013


 

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As a technology company constantly working on new functionalities within the online merchandising arena, here at Locayta we’re really proud of our Freestyle Merchandising® innovations. Following extensive feedback from clients including the likes of Tesco.com, Superdry.com and boohoo.com, its proven that our search and merchandising functionality works to drive revenue, conversions and order values. Amongst the full feature set, one of our most unique is Locayta Balance Factor®. This provides the ability for retailers to employ both search driven merchandising as well as enabling retailers to determine their product sequencing on any page of their retail site.

What is Locayta Balance Factor?

Balance Factor is a key feature of Locayta’s  technology, specifically within search and visual merchandising remits. Developed in-house by the Locayta team, the technology has been developed on a bespoke basis and is a registered technology. With the key theory being in the name, the technology is unique in providing the perfect balance of showing your customers what they want to see, as well as showing them the products you as the retailer, most want to promote. This works two fold in ensuring conversion from your customer, as well as allowing you to manipulate and optimise your stock levels in terms of revenue.

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As an online retailer, maximising profits will be at the top of your list. Using Locayta Balance Factor®, you have the ability to prioritise product positioning on both search results and category pages, to optimise those products that make the most margin and earn you the most revenue. Using the same theory you can also use the strategic positioning technology to position products you may have a large amount of stock on, in optimum locations.  You can do this using the simple dashboard in the Locayta interface, select specific products and tell Balance Factor by what percentage you want to prioritise those listings in results and displays. Your customers will still enjoy the same high grade web performance they expect, but will be shown those lines and products first to maximise your profit.

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A client experience:

Chris Griffin, Head of Ecommerce at Superdry.com says…

“Locayta offered the perfect combination of tools to control our search and merchandising. Our merchandising is much more effective and easy to manage, plus the system has undoubtedly driven revenue. Our 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.”

What next?

Balance Factor can be used in conjunction with Locayta’s searchmerchandising and product recommendation tool kit. It’s easy to set up, configure and run. Want to know more? Contact the Locayta team directly for  advice and a detailed look at what Locayta Balance Factor® can do!

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As more and more of our shopping habits move online, the retail sector within eCommerce is booming. Whilst this presents opportunity and prosperity for online retailers, it also presents more and more competition. Getting your retail merchandising strategy right is fundamental here in ensuring you’re realising the true sales and revenue potential of your online platform.

Recent statistics from the IMRG Capgemini e-Retail Sales Index report that June 2013 saw UK online sales reach their highest level in 2 years showing a year-on-year online sales figure growth of 20%. The report goes on to suggest that the UK’s economic recovery is being stimulated through an increased growth in online spending, with the online retail market even exceeding an average growth forecast of 12% to record a 16% growth in the first half of the calendar year.

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Whilst these impressive growth figures are promising for aspiring online retailers, its more important than ever to ensure that your online retail strategy is at its utmost effectiveness with the use of intelligent online merchandising. Locayta Freestyle Merchandising drives sales for clients including Boohoo, Superdry and Tesco, by upgrading three key elements of functionality on retailers’ sites. These include Site Search, Product Recommendations and Visual Merchandising. From using Locayta, retailers can expect on average a 19% increase in revenues after deploying Locayta’s technology.

Locayta Product recommendations  use information gathered on your site on individual user behaviour and previous users’ behaviour to generate highly personalised product suggestions to your customers as they browse your product selection on site. These currently work to increase conversion rates and average basket values.

Locayta’s Intelligent Site Search and Navigation is able to improve the effectiveness of internal site search on your eCommerce platform with a “Guided Navigation” displaying refinement options, users can narrow down their search. This has resulted in a significantly reduced number of clicks to purchase for customers.

Locayta-behavioural

Locayta Behavioural Targeting uses unique behavioural merchandising algorithms to market specifically to users who have previously abandoned your site without purchasing. This makes use of an already engaged audience with high conversion rates.

Get Started… 

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.

Product Sequencing

Within the online merchandising arena, the placement of product online is key. As a clear influencer in driving sales and increasing conversion rates, strategically planned and carefully merchandised product sequencing ensures you realise your potential for all opportunities to guide your customer to purchase. Keep reading to find out how clients including Tesco.com, Boohoo.com and Superdry.com have made use of Locayta Product Sequencing with astounding results.

Locayta Product Sequencing – How does it work?

Locayta’s Product Sequencing technology enables retailers to pre-determine the ordering of products on their retail platform. Spanning both category pages as well as search results pages, Locayta Product Sequencing can be set up to be  either automatic, responding to user behaviour, or can be specifically manually set up by retail owners with targets in mind. Once set, a unique in-house developed technology called Locayta Balance Factor® works to automatically update the ordering of your products according to the guidelines.

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The Benefits

For existing clients including  Tesco.com, Boohoo.com and Superdry.com, the technology provides an important element of control, meaning they can specify the order of products by variable; this can be stock levels, newness, price, popularity or margin. As a highly influential and very flexible method of using visual merchandising, to benefit both your users and your profitability, statistics show advantages including increased sales between 15 – 30 %, increased basket value, maximised conversions and the attraction of new first time buyers. 

Some Feedback…

 

ID-10031547Locayta client 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.”

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.

Product Sequencing

The ability to up-sell and cross-sell is key in driving your sales and overall revenue as an online retailer. Using key merchandising functionalities, online retailers can boost both conversion rates and average order values in order to progress and optimise the success of their online retail platform. You can enhance the up selling opportunities across your website by seizing all merchandising opportunities; research proves that cross-selling and up-selling functionality on websites has been proven to increase the revenue performance of websites by at least 15%.

Cross Selling and Locayta Freestyle Merchandising

Amongst other merchandising features, Cross selling at Locayta involves the placement of Product Recommendations across product detail pages and search results pages; this works to dramatically increase both conversion rates and average order values for online retailers. Another facet of cross selling at Locayta involves visual merchandising functionality making use of strategic product sequencing; this employs Locayta’s in-house developed technology, Locayta Balance Factor which makes use of optimised product ordering on search pages and on the home page. Specialising in developing a strong understanding of the relationship between products, user behaviour and product information, Locayta strategically positions likely purchase options on screen resulting in increased average revenue, reduced clicks to purchase, higher retention rates and increased customer satisfaction.

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Cross Sellling at The British Museum

Locayta client, The British Museum’s Ecommerce Manager Fabrice Druelle is impressed with Locayta’s cross selling features, he said, “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.”

What next?

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.

Paperchase

Paperchase are one of those retail chains that have experienced unprecedented success in recent years. Alike to other Locayta clients, Boohoo.com and Superdry.com, growth has been fast and expansion online into the virtual retail sector one of opportunity. So how did they do it? As a well known physical store which are a common sight on the high streets of the UK, one might think online expansion would be one of ease. Even a well known brand needs to work to ensure the functionality and workability of their retail platform is optimised. Keep reading to see how Paperchase have worked with Locayta to do just this.

Locayta and Paperchase

One of the beneficial and easy quick-win merchandising solutions for many retailers online is the implementation of Product Recommendations. With the power to increase conversion rates by up to 15%, presenting your customers with appealing additional product purchases is effective in increasing the volume of high spends on your retail platform.

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At Locayta, Product recommendations are crucial to online retailing success and form a key part of the Freestyle Merchandising repertoire. Specifically designed at Locayta HQ, the technology uniquely uses the collective intelligence based upon users’ behaviour on your retail site, and resultantly generates individual user by user based personalised product recommendations alongside the items currently being browsed  By implementing relevant, personal and dynamically updated product suggestions to your users, the uptake percentage is dramatically increased. Current Locayta client,  Adrian Spence, Head of eCommerce at Paperchase, points out the labour saving benefits of the system, “Our products are all about driving newness and offering fresh collections,. At Paperchase we’re thinking much more strategically about product recommendations to optimise our conversions. 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 next?

Amongst the many services available from LocaytaLocayta 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.

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Within the online retail sector, there’s no denying new statistics and reports indicating growth about shoppers’ buying habits online are promising. As the retail market online grows, the justification for investing time, efforts and funds within this platform is high. A recent report, Retail Futures 2018 Shop Numbers; Online and The High Street, found that consumer spending at high street stores is declining, from 50 percent in 2000 to a predicted 10.2 percent by 2014. By contrast, online retails are projected to make up 21.5 percent of retail sales by 2018 where in 2006 that figure was just 6.6 percent; more and more research like this suggests that for retail businesses, its worth focusing on your online platform  for a return of investment.

The report continued, “Online food sales are expected to grow quickly by 2018 to a 9.5% of market share and the non-food market share will be 32.1%. The reputation of online retailers is high: UK shoppers now believe that their orders will arrive on time, that the liklihood of fraud is low, and that online retailers have low-quibble returns. In the face of such information, it’s important for online retails to continue to look for ways to improve and enhance the effectiveness of their offer. With the promise of more and more traffic to your retail site, the challenge and area of influence comes in the ability, as a retailer, to convert those users to purchase. Below are a few ways you can work to enhance your conversion rates with the help of Locayta.

PR

Locayta Product recommendations ; Using intelligence from individual user behaviour on site as well as previous users’ behaviour in real time, this technology works to provide, generate and display highly personalised product suggestions alongside other purchase options as your customers browse your product selection on site, and are proven to increase conversion rates significantly for existing clients including Boohoo.com and Tesco.com.

Locayta’s Intelligent Site Search and Navigation: Significantly increasing the usability and effectiveness of site search on your eCommerce platform, the technology cleverly provides sites with a “Guided Navigation” framework which displays relevant refinement options allowing your users to drill-down their search. This connecting your customers to your products as effectively as possible with reduced c licks to purchase.

Locayta Behavioural Targeting: This 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.

What next?

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.

mobileshopping

As an up and coming online retailer, getting mobile is a must. Embracing a new platform and using it to your advantage serves to embrace a new audience and widen your virtual appeal to a larger market. Research suggests that mobile shopping is an ever growing market; in 2011 mobile traffic made up only 6% of global internet traffic, this grew to 10% in 2012 and 15% in 2013. In fact some research suggests that mobile device traffic is set to overtake fixed internet access by 2014. Whether these figures are ambitious or not, this space is growing and online retailers need to be aware of this.

How to get mobile with the help of Locayta…

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A mobile shopping audience will welcome new ways of shopping, browsing and purchasing from your retail offer and they truly represent your future customer. Locayta Freestyle Merchandising are able to provide a quick and cost effective solution to online retailers wanting to embrace the platform and translate their comprehensive merchandising offer over to their mobile sector. Currently working with an array of clients on their online merchandising including  TescoPaperchase and Superdry, Locayta offer their skills an expertise in the mobile arena helping retailers extend their reach, expand their sales potential and opportunity for return on investment, so whatever the market indicates, online retailers can be ready.

 

The ins and outs…

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Locayta M-Commerce is a click-to-buy iPhone shopping application which enables your customers to browse and search your product offering via the application, view product detail pages and add or remove items to / from basket. The innovative technology works by storing and indexing your product data independently from your eCommerce site, then directs queries your eCommerce site. When it comes to the point of purchase, your customers are transferred to your eCommerce site.

As functionalirt that comes fully integrated into the Locayta Freestyle Merchandising® platform, Locayta M-Commerce is a quick and cost effective solution ideal for those retailers looking to implement a quick win without requiring changes to their main retail sites. 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.

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As an online retailer looking to grow your eCommerce offering, its sensible to weigh up the benefits that certain services can bring to your business. Today, we’re talking through the benefits of Locayta Freestyle Merchandising as well as looking at a key case study of a Locayta client and how they have benefited from launching with Locayta’s merchandising functionalities spanning all elements including behavioural merchandising, search and product recommendations.

Increase conversion rates

Locayta Behavioural Targeting 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 working to heighten conversions.

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Higher average basket values

Locayta Product recommendations  are unrivalled in the  online merchandising arena. Uniquely, these are strongly based upon the individual user’s behaviour on site, as well as previous users’ behaviour in real time. This works to provide and generate highly personalised product suggestions alongside other purchase options on screen to your customers.

Reduce clicks to purchase

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

A client experience: Tesco.com

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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. 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.

Typing

Visual merchandising is a very powerful tool online. Whilst lots of dedication and focus is paid to this in physical stores, it can be somewhat neglected within the online space. Visual elements online tend to concentrate on appealing imagery and aesthetics but in order to impact your sales and drive revenue, Visual Merchandising must be cleverly focused on how your customers interact with your product throughout the customer experience. Keep reading to find out more on the features available in Visual Merchandising at Locayta.

Visual Merchandising at Locayta

Locayta Visual merchandising tackles just this by organising the appearance of your online store in all sectors. This can span everything from the display of visual elements on your site, presenting banner ads based on a category search or it can be enhanced with metric drivers, presenting the appropriate products based on search and metrics chosen by you (for example, newest in stock) affecting the visual presentation of search results.  Locayta’s visual merchandising functionality can be configured to be completely automatic and dynamic, or can work in conjunction with manual merchandising by the retailer.

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Balance Factor for Merchandising

This enables Locayta clients to determine the exact sequencing of products on any page of their retail site including search results and category pages. It works by combining metrics selected by the retailer (e.g. popularity, price, margin, newness to site and stock availability etc) then dynamically generates the sequence of products on category pages. To provide additional flexibility this functionality also allows for retailers to manually sequence products on any page through an easy-to-use control panel interface.

Brand Adjacency

This allows multi branded retailers the flexibility to manage the positioning of brands within their single retail platform. The brand element is added into the mix when configuring the product sequencing on pages throughout your retail site. From this point the retailer can specify the positioning of brands either together, or to keep them apart.

Display Advertising

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Locayta’s technology allows clients to implement individually targeted display advertising for each page view. Locayta’s search engine analyses the content of each page, assigning weights to important key words and identifying which display adverts might be relevant to that particular page. Locayta’s behavioural marketing algorithms then track user activity on the site in real-time, matching their activity profile to the Locayta page analysis to suggest display adverts that would be a good match for that users activity.

Behavioural Targeting

An eye opening statistic reveals that some 98% of site visitors will leave a website without making a purchase. Locayta uses behavioural re-targeting algorithms to review users’ previous interactions on your site to make recommendations and market to returning users who have previously abandoned your website without making a purchase. This enables retailers to re-engage with their users, generating higher conversion rates and lower acquisition costs.

Get Involved

Amongst the many services available from LocaytaVisual Merchandising, including Behavioural Targeting 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.