Agile merchandisingThe everyday life of merchandisers - in 2015
Apptus: Guidance, Personalization and Optimization.
Organizing digital marketing in one slideMarketers: generate traffic            Merchandisers: monetize traffic        Use...
Definition of merchandisingAssembling a variety of products available for sale and presentingthose products in a way that ...
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:                 ...
Anchovies       Beers            Chips                Diapers                          Egg
What conversion       Will I lose conversion    What wouldwill I get if I put    because of putting      convert better   ...
How opinions are like belly buttons to merchandisers...                     The CEO: ”our competitor have grown by 25% thi...
The everyday life of merchandisers - 2012• Innovate          • Gut feeling           • 1 hour• Evaluate          • A/B tes...
Gekås - Ullared50 cashiers3 check-outs per secCDON: 30 orders per sec
The shortcomings of merchandising in 2012•Too slow•Too uncertain•Too vulnerable•Too costly• Too NOT lean!
Tyson GaySecond fastest human in thehistory of 100 metersHe washed his cottage cheeseHe clocked himself
Let’s define Agile Merchandising:• The ability to create, manage, monitor, measure, maintain and  optimize digital marketi...
CockpitBoeing 747Fly on earthOperative controls: 257
CockpitSpace shuttleTravel in spaceOperative controls: 82
Personalizing Search & Faceted Navigation                                                 Optimize                        ...
Detaching marketing from IT - Panels and Zones                      Zone
Automatic optimization of panels                                  eSales optimizes                                products...
eSales ManagerToolkit for merchandisers                            Folder-like system                              Drag an...
The future of merchandising    Merchandisers supervise. Computers operate. Not the other way around!  Site overlay with  c...
Agile merchandising. Once again.• The ability to create, manage, monitor, measure, maintain and  optimize digital marketin...
THANK YOU!mmo@apptus.com, 0701-664102
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01 torsdag michael mokhberi apptus agile merchandising sebc

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Scandinavian e-Business Camp - Dag 1

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01 torsdag michael mokhberi apptus agile merchandising sebc

  1. 1. Agile merchandisingThe everyday life of merchandisers - in 2015
  2. 2. Apptus: Guidance, Personalization and Optimization.
  3. 3. Organizing digital marketing in one slideMarketers: 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. 4. Definition of merchandisingAssembling a variety of products available for sale and presentingthose products in a way that stimulates customers to purchase.
  5. 5. Here is one way of doing it...
  6. 6. ... and here is some more...
  7. 7. At the end of the day, sales is all about trust Keep it: 1. Simple 2. Correct 3. Relevant
  8. 8. Anchovies Beers Chips Diapers Egg
  9. 9. What conversion Will I lose conversion What wouldwill I get if I put because of putting convert better this here? this here? on this spot?
  10. 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. 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. 12. Gekås - Ullared50 cashiers3 check-outs per secCDON: 30 orders per sec
  13. 13. The shortcomings of merchandising in 2012•Too slow•Too uncertain•Too vulnerable•Too costly• Too NOT lean!
  14. 14. Tyson GaySecond fastest human in thehistory of 100 metersHe washed his cottage cheeseHe clocked himself
  15. 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. 16. CockpitBoeing 747Fly on earthOperative controls: 257
  17. 17. CockpitSpace shuttleTravel in spaceOperative controls: 82
  18. 18. Personalizing Search & Faceted Navigation Optimize panel orderSame with Faceted Search and personalize results in each panel
  19. 19. Detaching marketing from IT - Panels and Zones Zone
  20. 20. Automatic optimization of panels eSales optimizes products to be shown in every panelRecommendations on And presents theproduct details page panel most likely to Recommendation zone result in sale
  21. 21. eSales ManagerToolkit for merchandisers Folder-like system Drag and drop
  22. 22. The future of merchandising Merchandisers supervise. Computers operate. Not the other way around! Site overlay with conversion rates Site summary andSearch statistics with details report suggestions for improvement
  23. 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
  24. 24. THANK YOU!mmo@apptus.com, 0701-664102

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