The Art of Digital Merchandizing: Content Strategy Best Practices


James Ingold (our XQ experience designer) and Jacquie Scarlett (our XQ content guru) spoke about how merchandizing has evolved from the past, to the present, and to the future.

After a bit of historical context, James and Jacquie talked about how merchandizing accommodates the way people shop today:

  • People prepare (and do all kinds of online research) for important purchases (e.g. shopping for a car).
  • Personalization and customization are more important than ever. Visual and tactile experiences are increasingly crucial.
  • "Digital natives use digital spaces." The Internet has transformed how people shop.

Keys to better merchandizing include:

  • Neatness: It's vital to keep displays clean and organized, to encourage interaction and product discovery.
  • "The Kindle effect": Putting a large library/inventory in an easy-to-use digital interface makes it easier to browse through the whole catalog.
  • Product grouping: Need to make the browsing process less overwhelming for consumers. Help them drill down through different categories.
  • Tailoring displays to customers: If you have a predominantly female customer base (e.g. Adidas' Stella McCartney line), alter displays to appeal more to females.
  • Feature new products and sale items: Draw attention to flagship (e.g. Hermes scarves) and/or high-demand products.
  • Size restrictions: Nice thing about digital merchandizing is it gives you added flexibility for merchandizing and makes the most of limited space.
  • Infuse your brand's style: Helps the consumer make the connection with you (the retailer) and not just the products you're selling.
  • Reporting and Merchandizing: Tracking what products are most commonly sold as add-ons (in RQ4) and tailoring your XQ merchandizing accordingly.
  • Omnichannel: Connecting mobile/online shopping experiences with the in-store experience.

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