E-merchandising or web merchandising is a bit of a forgotten child, if not poor, of digital marketing. And to realize this, try to find training on re-merchandising ...
The idea is not to detail the web design company in Pakistan techniques and other tools to use but to convince you to pay attention to this discipline, and to guide you in order to set up in the best possible way, a simple merchandising strategy. and efficient.
What is E-merchandising?
For those who have no idea what web merchandising represents, it's basically all the techniques that showcase your products or services on your website.
First of all, you should know that 100% of sites do web merchandising. Because as long as you have a banner space or display space for your products… it's merchandising.
E-merchandising is part of your owned media. This means that it is a lever for marketing and communication, a priori free.
What to start with?
Concretely, and without this costing you an additional media budget, you can significantly increase your revenues thanks to a good strategy and management of your banners.
One of the best-known techniques and levers is content personalization. The brand that has best exploited this technique is Amazon . When you are on your Amazon account, the products offered to you are optimized for your profile. Subsequently, there are up-sale or recommendation mechanisms to increase the value of your average basket. But for that, you need tools behind, and therefore extra budget.
Of course, before getting to Amazon level, there is a lot of room for improvement and some very simple practices to put in place, in order to optimize and improve your merchandising.
The first step is to maintain a simple merchandising calendar. List and archive all your banner placement activities. This will require creating an Excel table if you don't have a merchandising tool.
The second step is to monitor the performance of your banners. Without a report on the performance of your banners, no findings can be drawn and therefore no strategy or leverage can be activated.
It is therefore essential to set up an event tracking tag plan on all of your banners as well as the e-commerce data from Google Analytics that you can link to your events. (If you are selling online).
In this way, you can at least track the performance of your products by location and draw performance reports.
The bulk of the work will therefore be in the analysis of the data.
Offering the right product at the right time and in the right location will depend on your analysis.
How to put this in place in your organization?
The practices just mentioned are relatively easy to set up, but in order to initiate a real shift in the management of your banners internally, or even start selling your sites if you are dealing with various external partners. Simply add merchandising as a task for one of your digital marketing managers, or digital project manager, or better yet, create a merchandiser position.
But a merchandiser can have a multitude of responsibilities related to this discipline. This manager doesn't need to be a 100% merchandising resource. Such a position implies other responsibilities to support your operations. (Integrations, stock management, developing new features on your portal, doing UX ...)
It is therefore a discipline that you can internalize within your organization.
It is relatively easy for an organization to give itself the means to improve its merchandising and to apply good practices. You can be sure that the changes are going to be quickly measurable in performance and income.
And if you are an agency, it might be time to educate your clients about this discipline and develop this expertise among your experts