Archive for October, 2013


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Working with an array of clients including Superdry, Tesco and Boohoo, Locayta Freestyle Merchandising has a proven track record of installing effective and fruitful merchandising strategies across online businesses. With an average increase online sales of between 15 – 30%, increased average revenue per site, reduced clicks to purchase, proven higher retention rates and increased customer satisfaction, Locayta Freestyle Merchandising enables retailers to take total control over their online sales performance. Using a collective intelligence approach including Behavioural Merchandising, Locayta’s functionality is able to optimise search results as well as manage effective product presentation and product recommendations, resulting in satisfied customers, increased revenue and enhanced business management visibility.

Behavioural Merchandising – How does it work at Locayta?

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Behavioural Merchandising: Behavioural merchandising is the process of using customer behaviour to place, promote and display products in order to maximize retail sales revenue in an online retail context. As one element of Locayta Freestyle Merchandising, their behavioural technologies work on real-time customised recommendations  based on user online user behaviour. Whether this is based solely on the customer’s actions or a collective intelligence approach based on other past and present user behaviour, the results are personalised to the user interaction. This can be based on customised metrics to meet the clients objectives. For example, stock levels, most popular, newest product. This feature puts the client in control over their customer experience and increases business management control and visibility.

 

ID-10031547Locayta client 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. 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.”

Get Involved

The flexible design of Locayta Freestyle Merchandising enables clients to ‘build’ their solution to their needs; Behavioural Merchandising is just one of the many functionalities available and it 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. Remember, Locayta Freestyle Merchandising is easy to implement with a flexible pricing model and is accessible to eCommerce businesses of all sizes and budgets.

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Improved Search Engine Optimisation is a common topic for online retailers and technology experts. As a retailer, one of the most effective ways of improving the performance of your retail platform, as well as and seeing increased conversion rates, is to directly increase the amount of traffic and visitors your site receives. Often, this practice involves a timely research and a lengthy testing process to ensure your SEO initiatives are effective. Locayta’s effective SEO Page Builder is able to dynamically create SEO friendly pages to increase the traffic to your site. Read on to find out how Locayta can help you.

Why improve your SEO?

Optimising your search engine optimisation with key words ensures it is easily detectable by highly populated search engines and directly directly results in an increased volume of traffic to your retail platform. Improving your SEO has beneficial impacts to your online business all round; a higher volume of visitors equates to a higher proportion of conversions, meaning a higher volume of sales and overall revenue for your business.

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How does it work?

Locayta’s SEO Page Builder

Unique in its autonomy and dynamic capabilities, Locayta’s SEO page builder is able to create SEO optimised pages based on search terms keyed into your retail platform, which in turn increases the traffic to your site. Their uniquely developed technology is able to turn internal site searches into highly focused and relevant SEO pages on your site, increasing the volume of relevant organic search pages to your website. This saves the time consuming task of manually optimising pages within your website. The is the most time efficient and technologically intelligent method of creating detailed SEO-friendly pages, which are dictated, directed and decided by your customers, that will increase the organic search traffic to your site.

An example…

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SEO was a significant factor in Locayta client, Everywine’s agenda, when approaching Locayta to aid the success of their online merchandising. Dependant upon site ranking on the likes of Google, many such sites rely upon SEO to increase organic search visitor traffic to the site. Locayta’s SEO Page Builder resulted in an increase of visitor numbers by 20.57%.

What next?

Amongst the many services available from Locayta, Locayta’s SEO page builder 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.

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The British Museum website serves a global audience of tourists, visitors and enthusiasts and serves as a key source in generating revenue for the charity raising funds to maintain the museum. Providing their online audience with a streamlined, easy and intuitive shopping experience with their huge array of gifts, membership and ticketing options is a challenge.

What is the technology involved?

Locayta have installed their Intelligent Search technology which has helped to enhance the usability of the British Museum platform. Users are now able to easily find what they are looking for quickly and conveniently with key features including intelligent navigationspell correction and auto-complete. These work together to catch all possible misspellings and ensure 100% productive search results.  In addition, Locayta have implemented their Product Recommendations to provide tailored and relevant add-on purchase suggestions to their customer. The technology uses behavioural algorithms based on what has been searched for, added to basket and purchased by both the individual customer and all other previous users. Locayta then tracks the individual user journey to adjust product recommendations in real time.

Locayat Shop Window

How easy was the technology to use?

Ecommerce Manager at British Museum Company, Fabrice Druelle, appreciates the way Locayta Freestyke Merchandising is able to handle the British Museum Company’s complex merchandising set up. “It’s a very usable platform. The dashboard is simple to get to grips with and you can really play with the technology” he says. “It’s totally adaptable to our product range and Locayta are very keen to collaborate on further developments. It’s a case of simply picking up the phone and suggesting amendments. They go out of their way to add our ideas to their portfolio. All you have to do is ask and Locayta are right there to help.”

How effective was the technology?

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Locayta Product Recommendations and Locayta Search have increased sales across the web by up to 19%  for clients including Tescoboohoo.com and Paperchase. Fabrice further commented, “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.” He added, “We’re gearing up to tap into the system’s true potential and we hope to roll out the full merchandising and search platform in the new fiscal year. We have truly engaged with Locayta. We enjoy the personal relationship as well as the power of the technology. It’s an exciting time.”

Can I integrate these functionalities within my retail site?

Yes. Locayta Product Recommendations and Locayta Search are part of the full Locayta Freestyle Merchandising® package. 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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As the online world continues to grow, expand and develop, big players in eCommerce will inevitably adapt their strategies and adopt new ways of working to ensure their shopping offer is still relevant to the changing expectations of their customers and maintain a multi-channelled approach. News reaches us this week that eCommerce giant eBay have teamed up with high street retailer Argos, to launch a click-and-collect” scheme. Piloted using 150 Argos stores nationwide and 50 eBay merchants, Shoppers will be able to order selected goods from eBay and pick them up from an Argos store.

Of the news, eCommerce consultant, Bryan Roberts told the BBC, “Pure-play home-delivery e-commerce can actually be profoundly inconvenient. So, it makes sense to forge a partnership with national retailers, and we’ll see more of this because it marries the benefits of online shopping – competitive prices and massive ranges – with the convenience of the real-world store you can pop into on your way home.”

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Why invest in Multi-channel Retail?

Looking at this news as an online retailer, this highlights the importance of multi-channel retail; that is merging of retail operations in such a manner that enables the transacting of a customer via many connected channels – retail stores, online stores, mobile stores, mobile app stores and telephone sales to name a few. There’s no denying the growing demand of multi-channel services with a growing customer base; a survey by eConsultancy discovered that 35% off 2,000 participants felt a retailer being multi-channel was “Very Important”, whilst John Lewis found that their multi channel shoppers are likely to spend 3.5 times more than in store only shoppers.

 

Steps to getting Multi-Channel Enabled

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Whilst implementing a fully blown Multi-Channel stratergy is far from straight forward, and there is no key winning formula and all retail sites are different but steps in the right direction are…

1. Deploy the systems needed to deliver ideal customer experiences across your selected multi channels to empower your business, brand and employees.

2. Build the necessary linkages between point systems – a well integrated multi channel retail offer requires well thought out linkages between channels in order to truly enhance customer experience.

3. Evaluate your systems’ ability to meet future needs, and identify gaps and alternatives. How easily will new systems integrate with existing infrastructure? How can you avoid creating new isolated sections of data?

4. Aim for an advanced content, product and stock management system which can act as a central control panel which is capable of managing all your data cross channel.

To find out more information on how Locyayta can help you get multi-channel enabled, contact Locayta Freestyle Merchandising® HERE.

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Increasing bottom line numbers such as conversion rates and average basket values works to drive your business forward. Whilst increasing traffic and investing in SEO for many online retailers seems like an obvious option, whilst it does have its merits, working with the existing audience you have visiting your platform and optimising their visits resulting in higher conversions to purchase and larger spends, has a direct impact on your revenues and sales potential. One of the key merchandising features available to achieve this is Product Recommendations. At Locayta, Product Recommendations are highly specialised and employ an intelligently personalised technology based on behavioural algorithms, enhancing the success of these features across retail platforms. Existing clients include  Product Recommendations.

Locayta Product Recommendations

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Locayta Product Recommendations gather collective intelligence based upon users’ behaviour on-site to generate individually user by user personalised product suggestions which appear on screen placed alongside the items currently being browsed.

Increase Conversion Rates

The high level of relevancy and personalisation guarantees a high and effective uptake percentage on product suggestions. Customer actions such as viewing, adding to basket and purchasing, will adjust in real-time influencing the personalised product recommendations being made on your retail site. This makes for a truly unique and personalised shopping experience every time – a guaranteed way to increase your conversion rates.

Increase Average Basket Values

Uptake in terms of adding additional items to basket encouraging multiple puchases is dramatically increased with the level of personalisation here. Products suggestions are designed to complement and add to customers’ existing purchases boosting average basket values.

Some user experiences…

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Mark Wakeley, Change Manager at Tesco commented, “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.”

British Museum Company

eCommerce Manager, Fabrice Druelle  said, “Locayta offered us a tool we simply couldn’t find elsewhere,” he says. “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.”

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Adrian Spence, Head of eCommerce, points out the labour saving benefits of the system, “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.”

Get involved!

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.

A recent report from the Office of National Statistics has found that, “Average weekly spending online in July 2013 was £586.6 million. This was an increase of 10.7% compared with July 2012.” As online spending continues to grow at such an exponential rate, as online retailers, there are ways we can work to optimise and enhance the success our online retail properties can yield in terms of revenues and profitability. Locayta Freestyle Merchandising works with clients including Tesco, Boohoo and Superdry, to enhance sales and drive conversion rates and average basket values.

How do they do it?

Locayta works with three key areas of functionality within retailers’ sites; these include site search, product recommendations and visual merchandising. By upgrading the effectiveness of these three areas, Locayta’s results have seen increases in sales of up to 30%.

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Locayta Search

Locayta are able to enhance the searchability of retailers’ sites by working as a search that learns from what customers are searching for as well as providing sophisticated features including intelligent navigation, predictive type-ahead and the unique Locayta Balance Factor® technology; this allows retailers to adjust search results based on metrics such as margin, popularity, newness to site and stock availability.

Feedback on Locayta Search from Superdry… 

“We undertook extensive research to find a system that could improve our search and merchandising performance. Locayta offered the perfect combination of tools for the job. It’s essential that our international sites compete effectively with localised providers. Locayta delivers the same high-grade performance regardless of which country the site is operating in. The ability to maintain superior search and category performance on a totally multilingual basis has generated phenomenal, if not unprecedented success for us. Our international ecommerce strategy has experienced four figure growth.”

Head of eCommerce at Superdry Chris Griffin

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Locayta Product Recommendations

When it comes to product recommendations, Locayta employ behavioural algorithms which work to produce relevant and personalised product recommendations based upon users’ behaviour in browsing, adding to basket and purchasing. Once configured, Locayta’s dynamic product recommendation algorithms, operate automatically with recommendations being constantly updated.

Feedback on Locayta Product Recommendations from Tesco… 

“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.”

Change Manager at Tesco Clothing Mark Wakeley, 

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Locayta Visual Merchandising

Locayta’s visual merchandising spans a whole host of specific areas on site; it works intelligently to organise the appearance of your online store in all areas from driving 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.

Feedback on Locayta Visual Merchandising from Boohoo… 

“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.”

 eCommerce manager at Boohoo Catherine Turner

What next?

Amongst the many services available from LocaytaLocayta 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.

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Within the online merchandising world, the relative new-ness and fast developing nature of the space calls for ever-changing areas of focus. Whilst initially effort unsurprisingly lay with simply ensuring all retailers have an online offer, this develops in time and advances. Think along the lines of getting mobile enabled, offering omni-channel shopping or bringing personalisation in for your users at a level unseen by other retailers. Recent research conducted by Shop.org has deduced four main areas of focus for online retailers for 2013. We’ll be discussing them below and discovering some ways in which you can achieve them within your retail platform with the help of Locayta.

Top five areas of focus…

The Product Detail PageShop.org report that nearly three-quarters of retailers surveyed are investing significantly in the product detail page. This includes upgrading product imagery, adding product videos, enhancing product descriptions and featuring additional product suggestions alongside. These features work to communicate effectively with your customers to give them the confidence to buy. Locayta’s Product Recommendations are effective here in marketing additional products to your customers and enhancing average order values for you the retailer. Locayta’s technology uses behavioural algorithms to to ensure the product suggestions are highly personalised to each individual user

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Personalisation: The research also found that  three out of five retailers are also upgrading capabilities to personalize the shopping experience. In the study, “retailers mentioned everything from identifying cookie-d shoppers and providing different shopping flows for new-versus-repeat customers, to showing cross-sells that speak to the customer’s profile and purchase history”. Locayta’s technology works to do just this. As well as personalisation playing a large part in Product Recommendations, at Locayta on-site search is highly personalised. The Intelligent Navigation works to personalise product sequencing to optimise displays based on your customers behaviour. This means results are consistantly and dynamically improving and are specific to each user.

Testing: It was also discovered that “almost half (47 percent) of retailers surveyed said they plan to focus on A/B testing this year”. Whilst experimental testing has been around in online retail for some time, it often falls to the back of a priority list for busy online retailers. At Locayta, all amendments made with regards to your merchandising strategy are manipulated using one main Control Panel. This means you the retailer can add your  priorities into the mix using Locayta Balance Factor, testing different rules and ideas to see what works for your customer. Regular testing is vital to get the site experience right for customers and brand.

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Online working with offline: The report stated that “Two out of five retailers cited initiatives that we categorized as “omnichannel integration.” One strategy is making it easier for both consumers and retailers to see what inventory is available. Since consumers now expect to be able to shop anywhere, anytime, there could be much more of cross-channel integration going forward”. With this in mind, one of the most effective ways to integrate your on and offline retail offer is with the use of mobile. Ensuring you have a mobile offer provides a link for customers in store wanting to check prices / promotions via their mobile in store. Locayta M-Commerce is a quick and cost effective solution ideal for those retailers looking to implement a quick and low cost integration to mobile without requiring changes to their main retail sites.

Get involved…

Amongst the many services available from Locayta, the above technologies discussed 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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As an online retailer, an insight into your user’s behaviour is highly beneficial in order to assess your success in terms of functionality provided to your customers, the ability to convert them to purchase as well as influences on average basket values. Looking into how your current users interact with your retail platform not only works to enhance the revenue gained from your current customer base, it also works as a tool to expand and grow your sales potential to a wider audience. Locayta’s Behavioural Algorithms are able to track and respond to user behaviour and are currently increasing conversion rates and average basket order values for clients including Paperchase and Prezzybox.

Locayta Behavioural Algorithms – how do they work?

Locayta’s Behavioural Algorithms are adaptable and provide insight into two areas of online merchandising; these are Behavioural Targeting in Visual Merchandising, enabling retailers to re-engage with their users generating higher conversion rates and lowering acquisition costs, as well as Product Recommendations using Behavioural Algorithms, which work to make relevant product suggestions in real time. Keep reading for some case studies on how both areas of behavioural merchandising can benefit your business.

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Product Recommendations using Behavioural Algorithms

Product Recommendations enhance user experience by providing customers with highly personalised product suggestions based on users’ behaviour on site. This spans 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“. This means that recommendations are based on what has been searched for, viewed, added to basket and purchased by the user in relation to both that users’ previous actions and the actions of all the other users of the site.

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Behavioural Targeting in Visual Merchandising

As on average, 98% of site visitors will leave a website without making a purchase, Locayta’s Behavioural Targeting technology re-targets to returning users. Being able 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.

Take action…

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.

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As an online retailer, connecting your customer to your product is key. Search box queries make up a significant proportion of overall sales on your retail platform, so ensuring it performs to the optimum level is important. In a recent study, KISSmetrics asked 100 people to describe their search behaviours when looking for specific products online. Their responses generally showed over half prefer to use on-page navigation, while 47% of respondents prefer to filter down to specific product details (size, color, etc.) on the product page itself”. With this in mind, search feature must remain a focus and area of development for all online retailers keen to develop their revenues.

Locayta Search – The benefits

Currently working with a range of online retailers from Tesco, Boohoo and Superdry, Locayta’s search functionality spans across search box features as well as an enhanced guided navigation. For existing clients, the results of Locayta’s intelligent search functionality have seen sales rise by up to 30%. In addition, the technology connects customers to the right products, quickly and accurately, increasing customer satisfaction and site click- through rates. Keep reading to find out some of the unique features available which work to achieve these figures.

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Case Study – Locayta Search and Workwear House

New Locayta client, Workwear House, came to Locayta looking to improve their current online offer. Employing Locayta’s Intelligent Search, Workwear House were able to present search results within a guided navigation framework, which has been a revelation to the company according to Managing Director, Damon Horney. “Locayta provided swift, expert search facilities at a reasonable price. Search is vital for our customers. They tend to come to the site with a particular product in mind. They don’t want to hang around. They want to explore a couple of options, compare price and the like, and then make a fast decision. We used Locayta’s spell correction and synonym functions to achieve accurate search results. Customers can also now search using different criteria simultaneously. I see intelligent faceted search as one of Locayta’s key specialities.”

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He added, “Locayta are very customer focussed; if an issue does arise they’ll tell you exactly what’s happening and deal with it quickly. They do have impressive global clients, but they’re also more than happy to help companies like ours, who are smaller but growing fast, with the same dedicated level of respect and service.”

The Results

Locayta Search offers the perfect balance between looking after the interests of both the customer, and the retailer. Damon said, “We’re seeing people spend more time on the site and stay for longer on individual pages. The search experience is quicker and more accurate and that’s an vital factor for us. I’m keen to explore more of what the system can do this year as I’m aware we’re not yet tapping into its full potential.”

For more information

Locayta Intelligent Site Search and Navigation can be used as a stand-alone product or as a part of the full Locayta Freestyle Merchandising® platform. To see the technology in action and find out more on Locayta Freestyle Merchandising® services as a whole visit www.locayta.com today.