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Balance Factor

As an online retailer, maintaining control of your product display online is no easy task. To ensure that your online platform continues to build revenue and perform effectively, strategic methodology is needed making for the stategic positioning of product across your online portfolio. But how? Newly developed technology called Locayta Balance Factor does just this by employing practical data from your users’ behaviour, as well as strategic influences from yourself to dynamically control your product display. Keep reading to find out how this technology has revolutionised online merchandising for clients including, to boost average order vales and conversion rates.

What is Locayta Balance Factor?


As a key feature of Locayta’s search and merchandising suite, Locayta Balance Factor  has been developed by our in house team of programmers on a bespoke basis and is a unique registered technology. The technology serves to ensure that whilst you’re showing your customers the products they most want to see, you’re also showing them the products that you, the retailer, most need to push. In this way Locayta Balance Factor  enables you to optimise your stock levels and sales revenue opportunities.

What are the benefits of Locayta Balance Factor?

Maximise your profits: Whatever external factors influence the margin you are able to make on certain products, Locayta Balance Factor allows your to manage sales of the right products for you at the right time. By logging in to the simple Control Panel, Locayta allow you to determine the products that you want to sell or need to push. By setting a percentage determining to what degree you want to prioritise certain products, you are truly in control of your sales. Customers will still enjoy the same high level of accuracy on search results and drill down pages, but will be shown products first which help to maximise your profit.

Handle fluctuating stock levels: Again, dependant on external circumstances, you can be left with large amount of stocks online which need to be cleared. Locayta Balance Factor does all the hard work for you. By once again using the Control Panel, you are able to determine exactly which stock you need to prioritise, and this is then influenced in all search resutlts and browsing category pages.


Manage your brands: As a multi-brand retailer, keeping your external brands happy is key. Ensuring you are able to offer an attractive platform for brands to come on board as well as maintaining existing relationships is essential.   Locayta Balance Factor enables you to prioritise specific brands whilst Brand Adjacency means you can control which brands appear near each other, or not as the case may be.

Some reviews… 

Managing Director at,  Zak Edwards said, “It’s been a revelation. We have total control. We use  Locayta Balance Factor® 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.”

Chris Griffin, Head of eCommerce at agreed, “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.”

Want to know more?

Take a look at our 5 minute tour, or contact the Locayta team directly for bespoke advice and a detailed look at what Freestyle Merchandising can do for you.


We all know when it comes to looking at booming business and potential successes of the future, online is the place to visit. With year on year growth for the online retail sector at it’s peak, there’s no denying the potential held within this arena. Recent news reports claim that online retailers are seeing their fastest growth in sales in 13 years and even go as far as to confirm Britain as the internet shopping capital of the world. In addition, the e-Retail Sales Index compiled by industry experts IMRG and Capgemini, reported that web sales rose by 13% last month compared with August, and were 20% higher than in September last year.

What do the industry experts say?


Tina Spooner of IMRG, said: ‘The latest Index results are encouraging as we enter the fourth quarter, with retailers preparing for the crucial festive trading period”. Chris Webster, the head of retail consulting at Capgemini, said: ‘This month’s Index is a good indicator that we are headed towards economic recovery, and a great sign for a strong Christmas. The fact that e-retail has seen its sharpest period of growth for September suggests that consumers are shopping with confidence.”

Realise the potential of your retail platform…

With reports like this in the headlines, it can be extremely encouraging for online retailers out there. revenues and profitability. As online merchandising experts,  Locayta Freestyle Merchandising works with clients including Tesco, Boohoo and Superdry, to enhance sales and drive conversion rates and average basket values, and help them to make the most of the growth and potential that exists within the online retail sector.


How to increase Conversion Rates and Average Basket Values

As a retailer, looking to enhance the amount of sales you are driving is intuitive and especially in this successful climate. Locayta employ a number of different merchandising approaches to help retailers and existing clients to boost their conversion rates, average basket values as well as general sales revenue. A few, are outlined below.

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

Locayta’s Intelligent Site Search and Navigation provides sites with a “Guided Navigation” framework. Locayta have one of the most advanced and effective on-site search solutions available on the market. It is able to display relevant refinement options allowing your users to drill-down their search. This significantly increases the usability and effectiveness of site search on your eCommerce platform, connecting your customers to your products.


Locayta Behavioural Targeting works by marketing specifically to returning users who have previously abandoned your site without purchasing. The behavioural algorithms review the users’ previous interactions on your site and make relevant, tailored and highly personalised product suggestions to your returning customers across recommendations, search results and more.

The next steps…

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 today.

Adobe’s decision to discontinue support for their Mercado merchandising software has caused many retailers to consider what would be a suitable replacement. Today we’re discussing why Locayta Freestyle Merchandising might be a suitable replacement for Mercado. Once you’re settled on an eCommerce solution, it can be hard to consider moving to new and more prosperous opportunities. Due to the nature of the eCommerce world and the consistently developing nature of the online retail business, constant re-evaluation and self analysis is essential to ensure your retail platform is performing to it’s optimum. Whilst knowing which step to take may be difficult, the success of your online business must come first. Today we’re discussing the Mercado platform and suggesting some reasons why Locayta Freestyle Merchandising is a suitable replacement.


Why replace Mercado?

It comes as standard that any online retail enhancing service you use needs to be constantly updated and be moving with the times. Worrying news reaches us this past few weeks with reports finding that Adobe have discontinued their merchandising solution, Mercado. Having already stopped development of the application, no further upgrades and improvements to functionality will be made. In addition Adobe have announced that total support for the application will be withdrawn from December 2013. For Mercado users, this can be unsettling news. That’s why today we’re talking through Locayta Freestyle Merchandising as a suitable replacement.

Why Locayta Freestyle Merchandising?

1.         Locayta Freestyle Merchandising covers Search, Merchandising and Behavioural product recommendations in one single platform. With so many elements of your online merchandising to consider, managing several aspects across several platforms it not a logical or effective solution. Unlike other platforms, Locyata Freestyle Merchandising offers control of several components from one single control panel. Locayta client, said, ““We have total control. 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.”

Balance Factor

2.         Balance Factor technology gives you, the retailer, complete control of the visual merchandising of your products. Every eCommerce solution should have a unique offer which you won’t find anywhere else, and Balance Factor is Locayta’s. Developed in house by the team, the innovative functionality allows you to determine the exact sequence of products across all pages of your retail site using your own objectives as benchmarks. added, “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.

3.         In-context tool kit allows retailers to see exactly what is happening on their site. Visibility of your users’ journey is of utmost importance when it comes to really getting to know your users and realise how you can optimise their merchandising functionalities. Locayta’s behavioural algorithms work to track the actions of your customers interactions in search, browsing and purchasing, in order to learn from their behaviour to optimise your product displays. This unique visibility means you can be sure you are delivering what your users want.


4.         Rules engines allows retailers to completely control the behaviour of their site in response to user activity. Using the own in house developed technology, Locayta Balance Factor, you can set up merchandising rules and set strategies according to your stock mix. This means you can select which product area you’d like to push, set rules according to your own business needs, respond to user behaviour as well a implement sophisticated merchandising strategies. For Prezzybox, Locayta has delivered results. “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”.

5.         Built on a scalable & extensible software framework, so super-fast real-time platform, but easy to extend.  Within the online merchandising industry, things are constantly developing, changing and moving forwards, so it’s impossible to select one solution and stick to it, you must be open and adaptable to new and developing functionalities to help improve your performance. Unlike others, Locayat Freestyle Locayta client Tesco say, “Freestyle Merchandising is easy to use and you receive full support. They take the time to meet with us once a week to look at potential new advances that will tighten our performance further.” This effectively means Locayta Freestyle Merchandising are future-proof in their expendable and adaptable nature.


6.         Good service reputation. It sounds obvious, but you’d be surprised how many online merchandising solutions don’t offer this. Locayta client, Superdry says, “They are a great company, continuously coming to us with proposals for new innovations to drive revenue. We experience a tangible return on their services. Their service is fantastic and you receive full support in implementing the system and fine tuning it to your own requirements.”

How to get started with Locayta Freestyle Merchandising…

To see Locayta Freestyle Merchandising® in action and find out more on Locayta Freestyle Merchandising® services as a whole, visit today.

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

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

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

Recommendation: review home and landing pages

Prezzybox merchandising the Locayta way

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

Solution: Locayta Freestyle Merchandising®

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

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

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

Recommendation: use your cart and checkout

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

Solution: Locayta Product Recommendations

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

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

Recommendation: review your customer support

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

Solution: Locayta Behavioural Targeting

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

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

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

Maximise sales the Tesco Clothing way

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

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

In today’s ecommerce climate retailers are increasingly recognising the potential of emerging and international markets for online retailing success. For UK retailers the chance to take their business online in both the developed and developing world represents a prime opportunity. But a really successful overseas strategy demands an approach that can flex to local cultural and logistical issues for sustainable success.

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iPad Search Engine

Many companies are looking to exploit the prevelance of mobile devices by building apps. Locayta has responded to this demand by providing one of the few full-text iPad search engines available for the iOS platform. Locayta Search Mobile is suitable for applications which come pre-loaded with data to be searched without requiring a Wi-Fi connection, or alternatively where the user needs to create data locally on the device that can be search-able on the fly.

The search engine provides full text search using a probabilistic model of document terms, along with clever features to improve search success such as automatic word stemming and spell correction based on what’s in your content rather than a predefined dictionary.

Applications that come bundled with a resource of information may include the pre-built search database along with the application. In this case the search database can be created on a desktop computer and added to the application resources in XCode. Some examples might be: digital magazine; story book app; technical reference manual; subscription-based reports access.

The software library is free to use for development. Thereafter, you will need to acquire a Software Distribution Licence, which is free of charge for non-commercial use or $1,000 one-time charge per published iOS application for commercial use applications.

For more information:

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In the past few years the rise of ecommerce has gone hand in hand with the rise of online advertising. With internet advertising spend hitting a record level of 84bn in the first quarter of 2012, it’s obvious that the medium is playing a key role in the growing precedence of multi-channel sales over bricks and mortar.

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If you’re a Magento user you’ll already know the benefits of one of the world’s most popular platforms. Alongside its comprehensive features and flexibility, Magento offers considerable muscle in its ability to accommodate extensions that can propel the platform to new levels of functionality.

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