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Online engagement is a commonly sought after quality for eCommerce retailers – once customers are engaged with your platform and your product, conversion rates and average order values increase accordingly. Today’s post is going to look at a case study of Locayta client and stationary / furniture supplier, Paperstone, who achieved just this by setting up a new online search and navigation solution with Locayta Freestyle Merchandising.

The ability to connect your customers with your product is the first step to engagement. IT Director George  Harris at Paperstone explained, “Our previous website had no way to filter products down based on attributes. We were reliant on customers being willing to walk through categories to find what they wanted and drill into the options”; in other words customers were not connecting with product at all.  George continued, “We wanted to add much better functionality to the site improving the search engine and facet navigation. We were lookingto focus very much on the search functions so for us Locayta was a precise and cost effective solution.”

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Using Locayta’s Intelligent Navigation, Paperstone’s customers are now able to drill-down into certain refinement options, anything from category, brand, price, colour, size, newness and more. Paperstone are also able to optimise different types of searches as well as specific search terms.  Locayta Balance Factor® enables Paperstone to manipulate the display of products on their site on category and search results pages to optimise and achieve their current business objectives.

 

The Verdict

George says that Paperstone have “seen a much greater engagement with our search in general – it’s a vast improvement on what we had previously. The technology has worked really well for us because we’ve been able to automate a fair amount of control which we previously had to deal with manually. That means our sales people can manage how they use Balance Factor rather than having to go through the development team. It gives them more autonomy and the ability to respond to market factors. It also frees up the development team up to focus on other areas.”

Find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com for a quick, FREE and easy demo.

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As an online retailer providing a complex product offer to a large consumer market, it can be difficult to ensure your are engaging with your audience and enticing them to shop. Stationary and furniture supplier, Paperstone, have done just this by setting up a new online search and navigation solution with Locayta Freestyle Merchandising.  Keep reading to find out more.

The Problem

IT Director George  Harris at Paperstone explained, “Our previous website had no way to filter products down based on attributes. We were reliant on customers being willing to walk through categories to find what they wanted and drill into the options, whereas now we can use guided navigation. We wanted to add much better functionality to the site improving the search engine and facet navigation. We were lookingto focus very much on the search functions so for us Locayta was a precise and cost effective solution.”

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The Solution

Paperstone implemented Locayta’s Intelligent Navigation. This works with Paperstone’s product data enabling their customers to drill-down into certain refinement options set out by Paperstone, which can be anything from category, brand, price, colour, size, newness and more. Paperstone can then decide which options are displayed to their customers and in which order. Multiple configurations are possible within Locayta’s technology, meaning Paperstone can optimise different types of searches as well as specific search terms.  Another element of Locayta Freestyle Merchandising which enhances Papertone’s existing strategy is Locayta Balance Factor®; using Locayta’s bespoke technology the Paperstone team can manipulate the display of products on their site on category and search results pages to optimise and acheive their current business objectives.

The Results

George reports that Paperstone have “seen a much greater engagement with our search in general – it’s a vast improvement on what we had previously. The technology has worked really well for us because we’ve been able to automate a fair amount of control which we previously had to deal with manually. That means our sales people can manage how they use Balance Factor rather than having to go through the development team. It gives them more autonomy and the ability to respond to market factors. It also frees up the development team up to focus on other areas.” Even though it’s early days George is positive about the impact Freestyle Merchandising has had on site performance. “We’ve observed a much greater engagement with our search in general. It’s a vast improvement on what we had previously. The foundation feels like it’s definitely in place. In terms of where we’re going we’re always looking to improve our ecommerce platform, so we’ll be exploring more of the features Locayta in the future.”

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Your turn…

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

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Every retailer has their own individual needs, aims and objectives in the digital arena. We recently spoke to new Locayta client Nicole Farhi to get the low down on their experience of setting up a new online merchandising solution with Locayta.

Boasting more than thirty years in the business, Nicole Farhi is well established as a highly influential fashion and lifestyle house, offering a number of critically acclaimed collections including womenswear, menswear, diffusion lines, homeware and a thriving newly launched e-commerce site.

The client brief

Prior to connecting with Locayta, Nicole Farhi initially concentrated acquisition and traffic strategies, but in 2012 they decided to shift their focus onto improving public trust and service fulfilment. William North, Nicole Farhi’s Ecommerce Manager, explains: “Part of our issue was our categories, they looked stale. We always presented the same products because it was very difficult to freestyle merchandise those categories.  I wanted to tighten up our search functionality and introduce a more intelligent, faceted search.”

The strategic solution

ID-10079217Since launching with Locayta, Nicole Farhi has found that Locayta’s Intelligent Search feature has added serious value, as William tells us. “When a customer searched on our site for something that isn’t part of the product database – like delivery details or a store locator – we couldn’t deliver any results. Locayta suggested using synonyms to resolve that issue. In this way we have ensured that a customer never sees zero results, which is important for their user journey”.

Now, Locayta’s Intelligent Search enables Nicole Farhi to present search results within a guided navigation framework, displaying relevant refinement options for users and allowing them to drill-down using those options.

Service and relationships

The Nicole Farhi team also appreciates the professional and supportive experience they are enjoying with Locayta. “Compared to other agencies I always found that Locayta dealt quickly with support issues” William says. “The correspondence and visibility between their technical team and support managers is always highly apparent compared to others.”

 

Initial results

The technology has only been live for a short time, but already Locayta Freestyle Merchandising has significantly boosted Nicole Farhi’s online performance according to William. “Locayta have introduced a lot of little improvements. In the back end it’s very straightforward to use with instantaneous results. We still haven’t fully optimized the system, but there’s lots of further potential”.

ID-10022322The numbers say it all. In the first 6 months of running Locayta Nicole Farhi has reported:

  • An increase in conversions of 56%
  • An increase in revenue of 20%
  • An increase in transactions of 30%

In addition:

  • Bounce rates have reduced by 27%
  • Page per visit stats have risen by 5%
  • The average time spent on the site has also risen by 5%

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.

Nicole Farhi’s fabulous online store features their womenswear, menswear and homeware collections, available to browse at www.nicolefarhi.com.

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

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

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

Case Study 1: boohoo.com

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

Case Study 2: Superdry.com

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

Calling all online clothing retailers!

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


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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.