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Online retail merchandising 2016

Consultant Chris Jones of Redsocks reviews the latest merchandising techniques for e-retailers and brands selling through online retail sites.

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Online retail merchandising 2016

  1. 1. Digital Marketing Priorities 2016 Brought to you by: Merchandising in 2016 – The End of Online Equality? Chris Jones Consultant @ Redsock.biz Not all channels are equal. Mobile First has a corollary: Desktop Second. And not all products are equal - brands are fighting back. They’re hiring ex-retailers to change their former employers’ List-Curate-Automate approach. Find out what the “end of online equality” means in practical terms for online merchandising in 2016. <Insert a headshot pic>
  2. 2. 2 Agenda  (About me)  Perceptions of online merchandisers  Mobile first, not just mobile equal  Brands & suppliers: awake!  What this means for online merchandisers
  3. 3. 3 About me
  4. 4. 4 About me
  5. 5. 5 Agenda  (About me)  Perceptions of online merchandisers  Mobile first, not just mobile equal  Brands & suppliers: awake!  What this means for online merchandisers
  6. 6. 6 Defining Online Merchandising Taking the customer from landing to add-to-cart
  7. 7. 7 Perceptions for 2014? Digital Marketing Digital Merchandising Trading Listing
  8. 8. 8 Perceptions for 2016! Digital Marketing Digital Merchandising Trading Listing
  9. 9. 9 2014 or 2016 where you are?  Which of the previous pictures represents how your digital merchandising function is regarded?  A) Feels like 2014 from back where I am  B) Feels like 2016 here already  C) It’s probably 2016 out there, but not where I work!  D) Here in 2015, we’re in transition from 2014 to 2016  E) Don’t know
  10. 10. 10 Agenda  (About me)  Perceptions of online merchandisers  Mobile first, not just mobile equal  Brands & suppliers: awake!  What this means for online merchandisers
  11. 11. 11 Rise of mobile is well documented http://www.smartinsights.com/mobile-marketing/mobile- marketing-analytics/mobile-marketing-statistics/ Smartinsights IMRG http://www.imrg.org/imrg-capgemini-quarterly- benchmarking-may-to-july-2015 (Mobile includes tablets in this definition)
  12. 12. 12 We know behaviour is different on mobile… NY Times Avg Pages per Visit Avg Session Duration Mobile 2.55 1 min 43s Desktop 3.58 17 mins 31s Amazon Avg Session Duration Blended Mobile 4 mins 38 secs Desktop 8 mins 35 secs Mobile is about immediate impressions, headlines not details… …and we may not even be really concentrating on it
  13. 13. 13 We know behaviour is different on mobile… NY Times Avg Pages per Visit Avg Session Duration Mobile 2.55 1 min 43s Desktop 3.58 17 mins 31s Amazon Avg Session Duration Blended Mobile 4 mins 38 secs Desktop 8 mins 35 secs Mobile is about immediate impressions, headlines not details… …and we may not even be really concentrating on it
  14. 14. 14 We know behaviour is different on mobile… First impressions are typically emotional impressions. We save the rational analysis for later (on our PCs), where we can see more detail and depth Right brain Left brain
  15. 15. 15 Lip-service paid to “mobile first” mantra Yet we implement mobile onto retail websites as an equal to PC rollover Left brain Right brain Left brain Mobile First? PC Second? Screenshots from houseoffraser.co.uk
  16. 16. 16 Change is coming in 2016 Left brain Right brain Screenshots from marksandspencer.com  1) Driven by retailers themselves  Mobile First PC Second
  17. 17. 17 Change is coming in 2016: True Mobile First Left brain Right brain Screenshots from marksandspencer.com  1) Driven by retailers themselves  2) Driven by the brands and manufacturers that supply them Mobile First PC Second
  18. 18. 18 Agenda  (About me)  Perceptions of online merchandisers  Mobile first, not just mobile equal  Brands & suppliers: awake!  What this means for online merchandisers
  19. 19. 19 Brands wake up to Digital… and not just for marketing 2015 2014 Brands are hiring retail expertise. Not to sell D2C, but to work with their retailers; and including Merchandising in the skills mix
  20. 20. 20 Brands wake up to Digital… and not just for marketing 2015 2014 Brands are hiring retail expertise. Not to sell D2C, but to work with their retailers; and including Merchandising in the skills mix
  21. 21. 21 Offline, they’ve long understood retail merchandising …and been prepared to pay for better placement/presentation! Photo in House of Fraser
  22. 22. 22 In 2016, we can expect this to arrive online in force …and “equal treatment” of products/brands to be challenged Screen clip from houseoffraser.co.uk
  23. 23. 23 “Automation” equality could be strongly challenged With brands insisting on some more control over such behaviour Screen clip from houseoffraser.co.uk
  24. 24. 24 And much more attention paid to relative prominence Screen clip from houseoffraser.co.uk And therefore with an interest in how this can be influenced on your site
  25. 25. 25 Particular focus on “generic” terms Screen clip from tesco.com …Because these are a sign of a brand-agnostic customer who can be “won”
  26. 26. 26 Where are your brands?  Are your brands/suppliers already involved in more detail in your site than merely banners and promotions?  A) Yes, they are into the details  B) Banners and promotions, yes, not otherwise  C) They pretty much leave this up to us  D) Yes in store, but not yet online  E) None of these
  27. 27. 27 Agenda  (About me)  Perceptions of online merchandisers  Mobile first, not just mobile equal  Brands & suppliers: awake!  What this means for online merchandisers
  28. 28. 28 Roles for 2016! Digital Merchandising Trading Listing  Stronger relationships with buyers  Rainmaker role, as suppliers/brands more willing to pay “not to be equal”  In A/B-testing, suppliers/brands will want to be in the “A” outcome group!  Automation solutions will need much more guidance  Categories and sub-categories will need much more specific curation  The product-specific intensity of in- store visual merchandising will need to be more strongly replicated online
  29. 29. 29 Summary – questions please!  Mobile first means mobile different  Left-brain/right-brain merchandising goes online  Brands & suppliers: awake!  Generic becomes a fight for priority  Online merchandising more prominent in trade-terms  More management of automation solutions  Retail is detail!  http://goo.gl/c9ykoj  Benchmarking tool for brands to measure how their retailers merchandise them online  …or for retailers to understand what opportunities they have to leverage brand interest  Also see: http://www.smartinsights.com/mob ile-marketing/mobile-marketing- analytics/mobile-marketing- statistics/  http://www.smartinsights.com/eco mmerce/merchandising/online- merchandising/

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