Archive for February, 2014


Monitoring, responding and reacting to user behaviour is a productive approach to online merchandising. Your customers actions on-site can tell you invaluable information about what they want, what they are looking for, what they like, what they don’t like, what works for them and what doesn’t work for them. As innovative online merchandising specialists, Locaya Freestyle Merchandising utilise Behavioural Merchandising greatly across both Product Recommendations and Visual Merchandising functionalities. Keep reading to find out, as online retailer, how behavioural merchandising technology can help you to maximise your profitability by improving conversion rates and average basket values.

Behavioural Algorithms


Locaya Freestyle Merchandising employ complex behavioural algorithms to monitor user behaviour and to respond through visual displays across many interfaces including search results, category pages, display advertising, email marketing and product recommendations. The technology is able to gather both collective intelligence from all on-site users, providing an overall perspective of customer behaviour, as well as more personalised recommendations based on an individual’s past and present behaviour. Locayta is then able to user actions on your site, using a weighted user-journey associating weights for each user action; for example viewed, searched for, added to basket and checked-out. This means that product displays across the interfaces discussed 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.

A review from


Locayta 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

Locaya Freestyle Merchandising  enable clients to build their online merchandising solution and 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 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.


Locayta client Work Wearhouse are one of the top online suppliers of work-wear and promotional clothing in the UK. Due to this they have a vast product offering which in turn demands complex functionality from their online platform, including search. Work Wearhouse came to Locayta looking for a slick, effective and high-performing eCommerce site with a premium search functionality. Sound familiar? Keep reading to find out how Work Wearhouse got on implementing Locayta Freestyle Merchandising and how their internal search has improved resulting in maximised profitability.

The Problem


On initial outset, Damon Horney, Managing Director said, “We had a search system on the site provided by another company. It was hugely expensive and didn’t deliver results that were proportionate to the cost. On the other hand, the search functionality that came with our standard shopping cart software was far too basic. We needed something that would give a level of convenience to our shoppers but that was also affordable within our business model.” Like many retailers, Work Wearhouse were being poorly served by their internal on site search resulting in failed results, poor conversion rates and low levels of sales.

The Solution

Work Wearhouse opted to implement Locayta’s Search functionality. Damon commented, “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. 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

“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.” Locayta Search connects customers to the right products, quickly and accurately, increasing customer satisfaction and site click- through rates. . To see the technology in action and find out more on Locayta Freestyle Merchandising® services as a whole visit today.


Balance Factor

When a new technology hits the online merchandising world, there’s a good chance it will revolutionise the way, as online retailers, we run our eCommerce businesses. Locayta Balance Factor® has managed to do just this providing you with more control than ever before. As well as enabling retailers to determine the exact sequence of products on any page of their retail site, the revolutionary technology also facilitates search driven merchandising on your retail site. Keep reading to find out more on how these elements of control can help maximise your profitability.

Balance Factor for Search

Locayta Form

As well as field and specific search term filtering in search, Locayta have developed a balancing technology that allows search results to be skewed by other metrics such as popularity or profit margin to ensure results are beneficial to you the retailer. Using Locayta Balance Factor® in search allows retailers to control the sequencing of search results and to boost certain products to the top of the search results list based on the metrics that are important to you, be it profitability or stock levels for example. The amount by which results are skewed can also be controlled using a “Balance Factor”  which is a percentage value between 0% (results are not skewed) and 100% (results are skewed).


Balance Factor for Merchandising

When it comes to merchandising, Locayta Balance Factor® works similarly by combining metrics selected by the retailer to dynamically generate the sequence of products on category pages; these can be anything from popularity, price, margin, newness to site and stock availability. In addition to Balance Factor, Freestyle Merchandising® includes tools to help retailers manually sequence the order of products on a page  as well tools for dealing with the problem of brand adjacency.

Some Feedback…


For Locayta client Prezzybox, Balance Factor has delivered results beyond expectations. “It’s been a revelation,” says Founder and managing director Zak 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?

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!

Locayat Shop Window

As an online retailer, trading periods go through highs and lows of successes, and often the beginning of the year is a time likely to suffer with a frugal attitude lasting well into February for many shoppers. If you’ve experienced tough figures starting out 2014, why not invest some time and research into how to optimise your retail platform to enhance your sales potential? Locayta Freestyle Merchandising currently work with a long an varied list of clients spanning the likes of, and Keep reading to see how they have boost their sales by up to 30%.

Locayta Visual Merchandising: This technology works to organise the appearance of your online store; including 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. An important component of Locayta’s visual merchandising is the Balance Factor functionality;  this weights site metrics data (such as margin, stock availability, newness to site and popularity etc) to determine the sequencing of products displayed on the page. Configuration settings for the visual merchandising can be accessed and amended via the Locayta control panel and provides an easy to use and flexible way of implementing Visual Merchandising on a retail site.


Locayta Product Recommendations: As additional product placements on product detail pages within an eCommerce platform, Product Recommendations  act as suggestions to increase add on sales and drive additional revenue. Locayta Freestyle Merchandising® build upon this by providing personalised product recommendations in real-time on your site. Using developed in-house technology, their Product Recommendations are specially configured using behavioural algorithms to use collective intelligence available on your site and on your users making relevant and personal product recommendations which are highly likely to convert to purchase.

Locayta Search: At Locayta, their search learns from what customers are searching for to influence search results and installs features including intelligent navigation, predictive type-ahead and the unique Locayta Balance Factor® technology. This which allows retailers to adjust search results based on metrics such as margin, popularity, newness to site and stock availability. All configurations and strategic implementations are editable via a Control Panel, giving retailers complete control over the behaviour of Locayta Search on their sites. say… 


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. Compared with other systems Locayta’s dashboard is simple to use and enables us to do that at the touch of a button.

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 today.


Research indicates that at least 43% of initial site visitors will use your website’s main search functionality when landing on your platform. With this statistic in mind, there’s no doubt getting your search right and ensuring a functional and exceptional user experience within this interface of your retail operation is key. But how? May online retailers experience difficulties getting their search functionality right; this spans everything from irrelevant search results, a poor navigation set up and multiple failed search results. Keep reading to find out how Locayta Freestyle Merchandising are helping retailers including, and enhance their on-site search each and every day to drive sales by up to 30% and increase revenues.

Locayta Search – how does it work?


Locayta are specialists when it comes to optimising online retail search and believe that many online retailers are poorly served by their internal functionalities. Locayta offer a unique and well researched and practised approach providing a service where the search is able to learn from user behaviour documenting and reacting to customer interactions through the use of behavioural algorithms to consistently produce fruitful search results. Cleverly, the technology also provides the ability for retailers’ own strategic objectives to be thrown into the mix affecting search results to ensure business objectives are always being met.

In addition, Locayta’s technology also includes, Intelligent Navigation, which presents results in a “Guided Navigation” framework on the web-page, displaying the relevant refinement options available to the user and allowing users to drill-down using them. Auto-Complete means that as soon as your customers start typing in the search box of your website, Locayta will recommend likely product and search terms and,  Spell Correction which guarantees to catch any misspelling, mistyping or misunderstanding including the most vague search impulse.

How to get involved…

Alongside many other services available from LocaytaIntelligent Site Search and Guided Navigation are fully integrated into the Locayta Freestyle Merchandising® platform. To see Intelligent Site Search and Guided Navigation in action and find out more on Locayta Freestyle Merchandising® services as a whole, visit for a quick, FREE and easy demo.


Paperchase are one of the UK’s leaders in innovative, design-led stationery, cards and gift-wrap retailers. To enhance their online performance, Paperchase turned to Locayta Freestyle Merchandising® to assist them in enhancing their success online by optimising  their transactional website. Generally speaking, Product Recommendations have the power to increase conversion rates by up to 15%,  by presenting your customers with appealing additional product purchases, which is in turn increases the average order values on your retail platform. Keep reading to see how Locayta’s Product Recommendations achieved just this for Paperchase boosting key bottom line numbers, and more.

Locayta Product Recommendations

Locayat Shop Window

At Locayta, Product Recommendations form a key part of the Freestyle Merchandising platform. Specifically designed in house by the team at Locayta, the technology uniquely uses the collective intelligence based upon users’ behaviour on your retail site generating 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.

What do Paperchase say?

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 today.


Mobile shopping is an ever growing phenomenon increasing in volume at an exponential rate. From August to September 2013, online sales surged 13%, which is the highest growth rate ever recorded in such a time period. This growth is attributed to the large scale use of 4G technology as well as an increase in the use of tablet devices which grew by 38% in Q3 of 2013. Both of these factors change how consumers interact with online retailers. Locayta’s M-Commerce technology enables retailers to get mobile enabled resulting in increased traffic, improved their sales figures and increased average transaction values. Read on to find out more.

The benefits of Locayta M-Commerce


When looking forward to new and evolving areas for eCommerce, there’s no denying that mobile shopping plays a huge part in the growth of your eCommerce business. Below are a few advantages of  Locayt’sa M-Commerce technology and how it could help you to develop a strong mobile offer.

Locayta M-Commerce provides a quick and cost effective solution to online retailers who want to embrace the mobile platform. The  technology enables you the retailer to translate your product offer over to a mobile sector without requiring changes to your main retail site.

– Working as a is a click-to-buy iPhone shopping application, Locayta M-Commerce  enables your customers to browse and search your product offering via the mobile application, including viewing product detail pages and add or remove items to / from basket.

– The technology stores and indexes 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.


 Locayta M-Commerce helps retailers extend their reach, expand their sales potential and opportunity for return on investment, so whatever the future holds, online retailers can be ready.

– The technology comes fully integrated into the Locayta Freestyle Merchandising® platform so can encompass all beneficial features including visual merchandising, product recommendations and intelligent on-site search. 

Where to start?

To see Locayta M-Commerce  in action and to find out more about how you can get your business mobile with the help of Locayta Freestyle Merchandising®, visit today.


A new study published late last month by OC&C Strategy Consultants in partnership with Google, reveals that the ‘UK is the world’s leading eCommerce exporter with a trade surplus of £720 million in 2013’. The Global Retail E-mpire report analyses the estimated value of online retail based on six of the biggest e-commerce markets including the UK, USA, Germany, Nordics, Netherlands and France. The UK market was by far the largest in the world thanks to global success stories in the fashion sector. The US and Germany are the nearest challengers to the UK, with £110m and £12m trade surpluses respectively.

Anita Balchandani, partner at OC&C, said: “Over the next decade, online retail will become increasingly international. This represents a great opportunity for British retailers, by providing new ways to grow and expand. At the same time, international expansion poses many challenges and will require retailers to master new capabilities and complexities. As a market matures, and new pockets of demand emerge, localisation will be crucial – from tailoring the range on offer, to ensuring that delivery and payment methods work for each market”.


Anita continues, “It is equally critical to localise only where it matters to customers, to avoid the cost and complexity of over-tailoring the retail offer by country”. A retailer can service customers around the world from a single location in the UK, but needs to adapt its digital marketing activity in a localised way, allowing it to strike the right balance between customer relevance and cost.”

Locayta and International Case Study were looking for fully integrated merchandising solution which would provide localised communication within their new markets whilst accommodating their international expansion. Using their Product Sequencing and Balance Factor technology , Locayta were able to strategically position Superdry’s products across their multiple international sites. Locayta’s advanced search was able to perform exactly to Superdry’s exact specification and requirements with various functionalities including intelligent navigation and spell correction to guarantee fruitful search results every time, across the seven different localised sites.


Superdry say, “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. 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”.

Next steps…

To find out more on Locayta Freestyle Merchandising® in the expansion of your retail site, visit today.