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Merchandising on Your Terms (Lauren Freedman)


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Put the right products in front of the right people at the right time.

Put the right products in front of the right people at the right time.

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  • 1. #monetatesummit LaurenFreedman, Owner,the e-tailinggroup Merchandising onYour Terms Puttheright productsinfrontof theright peopleat therighttime
  • 2. the e-tailing group • 20 years e-commerce consulting • Author, It’s Just Shopping • 50+ years traditional retail and catalog experience • Fortune 500 client projects ranging from strategic planning, merchandising, marketing, to technology development and messaging • Cross-category and international projects spanning specialty retail to department stores • Proprietary research studies on mystery shopping, merchandising, mobile and consumer behavior The Voice of Cross-Channel Merchandising
 Straight talk from “in-the-trenches” online merchandising experts
  • 3. the e-tailing group State of Merchandising • KPIs are flat • Merchandising is cookie-cutter where little differentiation exists from one retailer to the next • Amazon is ever-present • Not all shopping is surgical so onsite search doesn’t always solve shopper problems • Visualizing the assortment can be challenging • Analyzing the data to impact future marketing and merchandising can be overwhelming • Mobile forces retailers to reevaluate merchandising strategies and deliver a “responsive” approach
  • 4. the e-tailing group Conversion rates fixed in the 1-3% range Q15 e-tailing group 2013 Merchant Survey
  • 5. the e-tailing group For half of shoppers most/all of their holiday purchases included a promotion Q16 Gender*Note Women*significantly*more*likely*to*have* all*or*most*of*their*purchases*include* promo>ons e"tailing)group)Holiday)‘13)Survey
  • 6. the e-tailing group Amazon is larger than the next dozen largest e-tailers Holiday Hit Parade • Amazon customers order more than 36.8 million items on Cyber Monday selling 426 items per second during its best ever holiday season • More than 1 million customers around the world became new Prime members in the third week of December • Amazon shipped to 185 countries during Holiday ’13 • Amazon customers purchased enough Rainbow looms from third-party sellers that the bands can stretch around the circumference of the earth • Amazon customers purchased enough winter boots to keep everyone living in three of the coldest cities in America-Duluth, MN, Butte, MT, Watertown, SD (warm for the winter)
  • 7. the e-tailing group Important brand factors start with price and promotion and are quickly followed by the website experience Q21e"tailing)group)Personaliza9on)Survey;)2014
  • 8. the e-tailing group Most features are important to shoppers and expectations are high for ecommerce experiences in general Q24 e"tailing)group)Holiday)‘13)Survey 1"in"3&desire& efficiencies&in& finding&product& and&checking& out&quickly&& 33% 33% 27% 27% 24% 18% 18% 18% 15% 14% 12% 10% A simple, streamlined shopping cart that makes Being able to find what I want on a retailer's site by Seeing product on web pages that are Seeing web pages that include robust photography More accessible and responsive customer service User-generated content and tools (e.g., reviews, A frequent buyer or brand loyalty program One-click checkout Seeing web pages that include product videos that Live chat (ability to message with customer service Product recommendations that are tailored to me Access to a creative gift center that includes ideas, Q. How important are each of these areas when selecting a retailer? Extremely Important
  • 9. the e-tailing group Mobile matters • Mobile e-commerce grew 50% year-over- year to account for 29% of holiday 
 e-commerce sales • More than one in four US e-commerce orders this holiday season came from mobile devices • iOS devices made up 83% of mobile 
 e-commerce sales • 65% of marketing emails were opened 
 on mobile devices during Q4’13
  • 10. the e-tailing group Challenges, Trends & Visualization Tools Merchandising
  • 11. the e-tailing group The Challenges • Weak visual display not in keeping with the brand • Insufficient product information • Only able to truly show limited assortment • Focus on the surgical and not the discovery • Presence of features but poor execution • Retailers may know what needs to be done but inadequate tools to accomplish the task at hand in a timely fashion • Inability to direct the customer experience due to inadequate data
  • 12. the e-tailing group Top merchandising tactics that deliver from an ROI perspective Q4A11 e-tailing group 2013 Merchant Survey
  • 13. the e-tailing group EG100 Retailers 1A800*Flowers Crutchfield J.Crew Overstock Target Abt*Electronics Dean*&*Deluca JCPenney Party*City The*Body*Shop Amazon Dell Jos.*A.*Bank Patagonia The*Children’s*Place American*Eagle*OuUiVers Dick’s*Spor>ng*Goods King*Arthur*Flour Petco The*Home*Depot Ann*Taylor Discovery*Channel L.L.Bean PetSmart The*Men’s*Wearhouse Apple DSW*Shoes Lands’*End PoVery*Barn Things*Remembered Aveda eBags Lane*Bryant Puma Tiffany*&*Co. B&H*Photo Foot*Locker Lego QVC Title*9 Ballard*Designs Frontgate Lenovo Ralph*Lauren Toys*‘R*Us Bare*Escentuals GameStop Lowe’s REI Tumi Barnes*&*Noble Gap Macy’s Room*&*Board Ulta Belk Garnet*Hill Michael*Kors RossASimons Under*Armour Best*Buy Giggle Moosejaw Saks*Fich*Avenue Urban*OuUiVers Bloomingdale’s GNC Neiman*Marcus Sears Victoria’s*Secret Blue*Nile Godiva Newegg Sephora Volcom Chico’s Golfsmith Nike Shop*PBS Walgreens Clinique Gucci Nordstrom Staples WalAMart Coach Harry*&*David Northern*Tool*+*Equipment Steve*Madden WilliamsASonoma Hayneedle Office*Depot Sundance Crate*&*Barrel HSN Orvis Sunglass*Hut Zappos
  • 14. #monetatesummit Faceted Navigation EG100: 75% Respect theroleofsearch
  • 15. #monetatesummit Merchandised drop down EG100: 90%* • Visual search • EG100: 29% Butfosterdiscoverythroughnavigation
  • 16. #monetatesummit Discover bytrend
  • 17. #monetatesummit Embrace seasons&holidays
  • 18. #monetatesummit Gift Center EG100: 80% Score: 2.03/3.00 where 3 is best Showcasethe powerofgifting
  • 19. #monetatesummit Educate toexcite
  • 20. #monetatesummit Runway Street Style Imagerybringsbrandstolife
  • 21. #monetatesummit Alternative Views EG100: 89% Butthe devilisinthedetails
  • 22. #monetatesummit Video Gallery EG100: 42%* Category Page EG100: 39%* Videovaults inimportance
  • 23. #monetatesummit Must-Haves Best Sellers EG100: 64% Tacticalmerchandisingtoolsset the tone forselling
  • 24. #monetatesummit Pinterest/Customer favorites EG100: 70% Retailers embrace socialdynamics
  • 25. #monetatesummit Lauren Freedman
 773-975-7280 Remember,merchandisingis bothanart andascience