Locayta: targeted, personalised onsite merchandising
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  • 1. General Overview January 2014
  • 2. Introduction Locayta Freestyle Merchandising is an online merchandising platform designed to improve the user experience across retailer’s websites, which ultimately increases conversion rates and online revenues. The three key areas Locayta enhances are Site Search, Product Recommendations and Visual Merchandising. Site Search Locayta Site Search is an intelligent search that includes the following functionality Peerless Spell Correction Auto-complete Multi-select Guided Navigation Product Relevancy Search Triggered Merchandising Visual Merchandising Locayta Visual Merchandising gives retailers the freedom to merchandise their products online in accordance with business strategies, and thereby escape the restrictions of their eCommerce platform. Combine rule based merchandising with manual merchandising to create perfect displays on category pages. Create different landing pages depending on where the site visitor has come from. Ensure brands are kept together or apart. Add gift finders to pages to tailor the shopping experience for customers. Product Recommendations Behaviourally driven – tracks similar customer journeys Metrics driven – uses data feed Includes cross-sell/up-sell options
  • 3. Site Search – Spell correction Many site search engines are dictionary based, if a user gets the first letter wrong, it would return either no, or irrelevant results. If a user is not shown the right products, there is a strong possibility that they will navigate away from your site thinking you do not have what they are looking for. Freestyle Merchandising is language agnostic and uses a statistical model to identify the correct word. ‘fress’ in this example, is automatically corrected to ‘dress’. This simple functionality dramatically improves conversion rates.
  • 4. Multi-Select on Guided Navigation for search results. Enables customers to refine results by size, colour etc. We are also able to fully merchandise your search result pages, ensuring complete control over the sequencing at all times
  • 5. VISUAL MERCHANDISING Locayta’s Control Panel includes a drag and drop tool for manual merchandising of products. The tool allows merchandisers to completely control the placement and sequencing of products on category pages. Here the top left image shows the initial configuration of products. In the second image we are dragging and dropping the pink dress to appear 4th in the sequence. This then updates in real time onto the site and can be seen in the third image in its new location.
  • 6. DYNAMIC MERCHANDISING - BALANCE FACTOR Locayta’s unique Balance Factor technology allows retailers to determine the exact sequencing of products through weighting metrics selected by the retailer (e.g. popularity, price, margin, newness to site and stock availability etc) to dynamically generate the sequence of products on any given page.
  • 7. In this example Boohoo is using Balance Factor to sequence dresses automatically with a blend of metrics suitable for a premium shopper. All the required sliders have been turned on and given a weighting, meaning that the products being returned are popular, new, on trend and in a higher price bracket.
  • 8. All rules within the system can be invoked by a trigger. For example triggers can be used to cater for different customer groups shopping at different times, for a sale starting/finishing at midnight or for specific clients coming from different websites. You can see the triggers available in the drop down menu on the left.
  • 9. PRODUCT RECOMMENDATIONS Product Recommendations can be placed anywhere throughout the site. Here is an example of recommendations at category level.
  • 10. Examples of recommendations on a product detail page. Recommendation zones can be filled manually, dynamically or behaviourally. When using Balance Factor to generate recommendations, filters such as price, brand and stock, can be applied to ensure the correct products shown, and merchandising objectives are achieved.
  • 11. Locayta and Magento • Freestyle Merchandising full feature set available in Magento form • Current Magento clients include: • Bombay Duck • • • • • • • • • • Daisy Street End Clothing Lulu Guinness Mintel Pretty Little Thing Sellcomms Toxic Fox The Watch Gallery Cowshed Green People
  • 12. Thank you, and please let me know if you have any further questions. Kate Macnamara kmacnamara@locayta.com 020 3440 6208