The Art of Digital Merchandizing: Content Strategy Best Practices

Oct 15, 2012 — Allan Pulga
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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.

Topics: Retail Operations, Mobile Industry, Customer Experience, Business Intelligence, Retail Marketing

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