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Agile merchandising
The everyday life of merchandisers - in 2015
Apptus: Guidance, Personalization and Optimization.
Organizing digital marketing in one slide


Marketers: generate traffic            Merchandisers: monetize traffic        User Experience: Retention

•   Search Engine Optimization (SEO)   •   Assortment and range planning      •   Visual layout
•   Search Engine Marketing (SEM)      •   Pricing & terms of delivery        •   Findability
•   Social & Viral marketing           •   Product placement & spotlighting   •   Ease of use (cognitive design)
•   Display Ads & Retargeting          •   Onsite sales and check out chain   •   Customer service design
•   Public relations & Broadcasting    •   Promotions, Campaigns and Deals    •   Storytelling, reviews and referrals
•   Brand management                   •   Segmentation & personalisation     •   Product demonstrations & advisory
•   Field marketing                    •   Loyalty marketing                  •   Right-time marketing
•   Syndications & partnerships        •   Cross & Up selling                 •   Communication management
•   Product & Brand Positioning        •   Followup and optimization          •   Mystery shopping




                                   Closely related. But different animals!
Definition of merchandising
Assembling a variety of products available for sale and presenting
those products in a way that stimulates customers to purchase.
Here is one way of doing it...
... and here is some more...
At the end of the day, sales is all about trust

                                                  Keep it:

                                                  1. Simple

                                                  2. Correct

                                                  3. Relevant
Anchovies
       Beers
            Chips
                Diapers
                          Egg
What conversion       Will I lose conversion    What would
will I get if I put    because of putting      convert better
   this here?                this here?         on this spot?
How opinions are like belly buttons to merchandisers...

                     The CEO: ”our competitor have grown by 25% this
                     year. What are they doing that we are not?”

                     The CTO: ”you can choose between the new
                     campaign tool you want or the A/B tests you ordered.
                     I can have one of them ready in 6 weeks.”

                     The CFO: ”I’m not sure the results from the last A/B
                     test are comparable nor usable for this investment.
                     The weather conditions were not the same.”

                     The CMO: ”I bet you that free shipping will beat
                     targeted coupons any day of the week.”

                     The Janitor: ”We should have big buttons. Red ones!”
The everyday life of merchandisers - 2012


• Innovate          • Gut feeling           • 1 hour

• Evaluate          • A/B test              • 2 weeks

• Implement         • Call on IT            • 2 weeks

• Measure           • Analytics             • 1 week

• Optimize          • All of the above      • Go to start
Gekås - Ullared

50 cashiers

3 check-outs per sec

CDON: 30 orders per sec
The shortcomings of merchandising in 2012


•Too slow
•Too uncertain
•Too vulnerable
•Too costly
• Too NOT lean!
Tyson Gay

Second fastest human in the
history of 100 meters

He washed his cottage cheese

He clocked himself
Let’s define Agile Merchandising:

• The ability to create, manage, monitor, measure, maintain and
  optimize digital marketing initiatives

• at the minimum of time

• with the minimum of merchandising resources

• accross all channels
Cockpit

Boeing 747

Fly on earth

Operative controls: 257
Cockpit

Space shuttle

Travel in space

Operative controls: 82
Personalizing Search & Faceted Navigation



                                                 Optimize
                                                panel order
Same with Faceted
     Search
                                              and personalize
                                            results in each panel
Detaching marketing from IT - Panels and Zones




                      Zone
Automatic optimization of panels




                                  eSales optimizes
                                products to be shown
                                   in every panel




Recommendations on
  And presents the
product details page
 panel most likely to   Recommendation zone
    result in sale
eSales Manager
Toolkit for merchandisers




                            Folder-like system
                              Drag and drop
The future of merchandising
    Merchandisers supervise. Computers operate. Not the other way around!



  Site overlay with
  conversion rates
 Site summary and
Search statistics with
    details report
  suggestions for
    improvement
Agile merchandising. Once again.

• The ability to create, manage, monitor, measure, maintain and
  optimize digital marketing initiatives

• at the minimum of time

• with the minimum of merchandising resources

• accross all channels
THANK YOU!
mmo@apptus.com, 0701-664102

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01 torsdag michael mokhberi apptus agile merchandising sebc

  • 1. Agile merchandising The everyday life of merchandisers - in 2015
  • 3. Organizing digital marketing in one slide Marketers: generate traffic Merchandisers: monetize traffic User Experience: Retention • Search Engine Optimization (SEO) • Assortment and range planning • Visual layout • Search Engine Marketing (SEM) • Pricing & terms of delivery • Findability • Social & Viral marketing • Product placement & spotlighting • Ease of use (cognitive design) • Display Ads & Retargeting • Onsite sales and check out chain • Customer service design • Public relations & Broadcasting • Promotions, Campaigns and Deals • Storytelling, reviews and referrals • Brand management • Segmentation & personalisation • Product demonstrations & advisory • Field marketing • Loyalty marketing • Right-time marketing • Syndications & partnerships • Cross & Up selling • Communication management • Product & Brand Positioning • Followup and optimization • Mystery shopping Closely related. But different animals!
  • 4. Definition of merchandising Assembling a variety of products available for sale and presenting those products in a way that stimulates customers to purchase.
  • 5. Here is one way of doing it...
  • 6. ... and here is some more...
  • 7. At the end of the day, sales is all about trust Keep it: 1. Simple 2. Correct 3. Relevant
  • 8. Anchovies Beers Chips Diapers Egg
  • 9. What conversion Will I lose conversion What would will I get if I put because of putting convert better this here? this here? on this spot?
  • 10. How opinions are like belly buttons to merchandisers... The CEO: ”our competitor have grown by 25% this year. What are they doing that we are not?” The CTO: ”you can choose between the new campaign tool you want or the A/B tests you ordered. I can have one of them ready in 6 weeks.” The CFO: ”I’m not sure the results from the last A/B test are comparable nor usable for this investment. The weather conditions were not the same.” The CMO: ”I bet you that free shipping will beat targeted coupons any day of the week.” The Janitor: ”We should have big buttons. Red ones!”
  • 11. The everyday life of merchandisers - 2012 • Innovate • Gut feeling • 1 hour • Evaluate • A/B test • 2 weeks • Implement • Call on IT • 2 weeks • Measure • Analytics • 1 week • Optimize • All of the above • Go to start
  • 12. Gekås - Ullared 50 cashiers 3 check-outs per sec CDON: 30 orders per sec
  • 13. The shortcomings of merchandising in 2012 •Too slow •Too uncertain •Too vulnerable •Too costly • Too NOT lean!
  • 14. Tyson Gay Second fastest human in the history of 100 meters He washed his cottage cheese He clocked himself
  • 15. Let’s define Agile Merchandising: • The ability to create, manage, monitor, measure, maintain and optimize digital marketing initiatives • at the minimum of time • with the minimum of merchandising resources • accross all channels
  • 16. Cockpit Boeing 747 Fly on earth Operative controls: 257
  • 17. Cockpit Space shuttle Travel in space Operative controls: 82
  • 18. Personalizing Search & Faceted Navigation Optimize panel order Same with Faceted Search and personalize results in each panel
  • 19. Detaching marketing from IT - Panels and Zones Zone
  • 20. Automatic optimization of panels eSales optimizes products to be shown in every panel Recommendations on And presents the product details page panel most likely to Recommendation zone result in sale
  • 21. eSales Manager Toolkit for merchandisers Folder-like system Drag and drop
  • 22. The future of merchandising Merchandisers supervise. Computers operate. Not the other way around! Site overlay with conversion rates Site summary and Search statistics with details report suggestions for improvement
  • 23. Agile merchandising. Once again. • The ability to create, manage, monitor, measure, maintain and optimize digital marketing initiatives • at the minimum of time • with the minimum of merchandising resources • accross all channels