Merchandising what is it? Definition, goals and what it looks like in a retail store

First impressions will always play a role in purchasing decisions - including the ones made online. A customer viewing a product online makes a decision to click within the first few seconds. Studies show that up to 94% of first opinions are based on the visual perception of the offer. An interesting photo, presentation and intuitive page layout can determine whether a user will buy from you or your competition.

Table of contents

• Merchandising what is it?
• Objectives of merchandising - why is it used?
• Classic vs. online - merchandising in an online store
• How to implement merchandising in e-commerce?
• E-merchandising - a solution for your online store

The art of "first impression" is what merchandising is all about - learn about the strategy of product presentation and increasing sales, which we effectively implement in e-commerce.

Merchandising what is it?

Merchandising is a set of all marketing and sales activities aimed at presenting a product in such a way that it increases the attractiveness of the assortment in the eyes of the customer and facilitates the purchase decision. In a traditional store, it involves managing the image of the product by:

• proper placement of products on shelves,
• thoughtful displays,
• eye-catching promotional materials.

In e-commerce, merchandising takes on a digital form: it's the layout of categories, the appearance of product cards, recommendations, filters or labels like "Bestseller" and "Novelty."

Merchandising goals - why is it used?

The main goal of this strategy will be to increase sales and maximize store profits. However, merchandising activities accomplish various tasks:

• Making it easier for the customer to choose - an intuitive category layout or clear filtering reduces decision time.
• Building a shopping experience - the aesthetics of the site and products inspire positive emotions and a sense of trust.
• Strengthening brand image - consistent visuals and communication increase recognition.
• Promoting selected products - highlighting new products, bestsellers, seasonal products, allowing to increase visibility of specific elements of the offer and promote them.
• Leading to a decision - a well-presented product is more likely to end up in the shopping cart.

Classic versus online - merchendising in an online store.

Industry research indicates that customers who shop online are highly responsive to visual stimuli. More images translate into nearly 2x the conversion rate, and high-quality, attractive graphics determine whether a user will click on a product at all.

This is why the presentation of an offer - merchandising - in e-commerce plays such an important role. It influences not only the first impression, but also the customer's trust and the finalization of the transaction.

You may also be interested in: Personalized Landing Page with Recommendations - what it is and examples of implementation.

How to implement merchandising in e-commerce?

Online merchandising strategy requires a comprehensive approach. At Persooa, we make sure that the entire process is implemented correctly - from analyzing the data, to selecting the right tools, to optimizing the results.

In practice, we help you manage the collected data, implement tools for its effective analysis and, using AI, understand your customer - their motivations, goals and behaviors. We will advise on the right strategy to help increase sales and ROI in your e-commerce.

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 Na swoim koncie mamy wdrożenia w takich firmach jak Orange, T-mobile czy Homla. Sprawdź nasze case study i zobacz jak dzięki automatyzacji marketingu udało nam się zwiększyć zyski i lojalność ich klientów.

What does e-merchendising include?

You can turn to a number of different tools to improve product presentation in your online store and increase sales:

Category layout and navigation

This is a logical division of products into categories and subcategories, visible filters and sorting (e.g. price, size, color, popularity) - all actions that make it easier for the customer to reach the offer they are interested in.

Product presentation

High-quality photos, different shots, the ability to zoom in, descriptions that answer customer questions, the addition of video, designations such as "bestseller", "novelty", "promotion" - these are elements that in e-commerce correspond to the arrangement of a product on display in a stationary store.

Cross-selling and up-selling

This is a powerful tool in online sales, thanks to personalization and customization of offers using artificial intelligence. Recommendations such as "customers also bought," suggestions for a richer version of a product, offers to encourage the purchase of several items are simple strategies that translate into increased shopping cart value.

Home page and landing pages

The appearance of the homepage is like a display in a stationary store. It should be neat and encourage you to go further in. Banners with current promotions, highlighting seasonal collections - it's worth ensuring that their appearance attracts attention and inspires confidence. Persooa will help you optimize this, as well as other aspects of your store through A/B testing and data analysis a using AI.

Shopping cart and checkout

Additional recommendations of complementary products, clear steps in the shopping process and multiple payment options are measures that will streamline the process of finalizing the transaction and reduce the number of abandoned shopping carts.

Personalization

Using data on user behavior to display tailored products is an everyday occurrence in e-commerce today. However, it is worthwhile to ensure the quality and integration of the data so that recommendations can respond more accurately to customers' needs.

Also check out how AI is being used in business today: optimization, personalization and automation using artificial intelligence

E-merchandising - a solution for your online store

Merchandising is the art of presenting a product in such a way that the customer immediately sees its advantages. It's a comprehensive strategy that makes purchasing decisions faster and the whole experience more pleasant, seamless and intuitive.

In e-commerce, shelves and displays are replaced by photos, category layout, recommendations and personalization of the offer. These are the elements that shape customers' emotions and determine whether they complete a purchase or abandon a shopping cart.

If you want to effectively implement e-merchandising and increase sales in your store, contact the Persooateam . We will show you how simple it is to guide the customer - from the first click to the finalization of the transaction.