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== :> ONLINE
MERCHANDISING
Cl.  Decade of Evolution at Baclxcountrgcom

  _ l"’lul'l'i)olL';  brzmclj  
l"1o. rcl

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You can have an assertive culture
witiio iii‘ trampling peoples

spirits. 
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XX“

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display ads

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when Design.  Best Practices  Qlwa/5 in/ alrnart
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 ...
Page load time is becoming

meaningless.  Focus on time
to interact. 

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JASON GOLDBERG
—

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Testing Hypotheses

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4/

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E ANDREA WASSERMANB
Help women look and Fee!  CHIC
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SOLE/ SOCIETY

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nnemccollcom

     in put‘
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-CHASE WESTYLE, BUlLD. COM
Kil[crMerchandis£n3r Listen To Your Customers C} -90

JA   _F Fipx‘/ ioN+ed in
Lawsdwool filowyer ‘?  mon+h_5-  SFOILPS des...
ow COLLABORATION: 
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when you're iiar enough

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, ‘>

  

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1‘ UZABET H PEAS LEE
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Seas Ions

   
  

 
  
     
  

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— tug at this

Good merciaonéising inspires
customers to Buy it they
were rift going to buy. 
-JOHN HAZEN, TRUE RELIGION

...
Seamiess Sioriesitiaking the Omnicivannet /4 Reality

enon ow

We don't oniine
we iiveaiivere.  J

Digital is
most‘ succes...
nemccoflcom

We don’t go online, 

we live there. 
‘GREG PULSIFEKVF CORPORATION
Reinventing Phofographj ‘fo mafch ‘H19. Pace of . Di,3'L‘l‘al Commerce

I.  KRBHN SEBELLE of BARRETT KRISTI WIREBAUGH
/ {a...
mid—term

Predicting The future use em. 
01 I
Eé 5

Gui" ‘FCCJ ina + Dmh Chpflafize

on OflDOr‘h4nH‘ies. 
af-Hfude c‘ «’ (You...
Subscribe for email updates

on creative storytelling. 
Get my best thinking! 

Hire me. 

I help brands tell stories
Anne...
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Retail Workshop Sketchnotes by Anne McColl

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Retail Workshop Sketchnotes by Anne McColl

  1. 1. == :> ONLINE MERCHANDISING
  2. 2. Cl. Decade of Evolution at Baclxcountrgcom _ l"’lul'l'i)olL'; brzmclj l"1o. rcl ’wlna+ aboa+ Geqrheads Focus brands +0 Retail +Flo5h sales E€fTlUOk. ll>’ mainluln , Use all Social media) Nlcllea »« Few: b no bOCl<Courrl-ry 1-Pt-: r‘5onoJ r fa 5 Rolotblofiql Quoli + lnvolve Communl‘l'>/ NOT Cl 811+ you s+ril laqve +o Thnsactionotble : Hr creme corrrerrr. HOVHCSFOWH eewimas * : W; _H, , ndworks D ObL+—oF-box-Not‘ value a 6€OLrheacl5_ 37°/ ,, annual Srowl-la more profitable Replofl-‘or rv/ A+l’)l€+ES/ lf1S‘lTUC. 'l‘OCS ’l/ /l'wd_-_ ou’? e / ou. Customer Com Cl’1oo5e “N; °:f”"d'i: %- Don"l‘ do +/ Weww, or-3"’ oL4't’Comrnunil'y on“ Some‘l‘ime_ ‘ P| °‘+F°rm' eclo secllo ns 01+ NOl' acquiring a+ firne am’ more blz_ E7FPu: :*? l: Customer base Cuslomers Ch (mac while Ree ins # So we evolve 7“ COY‘
  3. 3. You can have an assertive culture witiio iii‘ trampling peoples spirits. -JILL LAYFIELDBACKCOUNTRYCOM XX“ =9 MERCHl‘l
  4. 4. display ads D C] more cFFecfive llian ever [: / kl behavioral remaukefinj - workhorse ‘l'Qr3C‘l‘inj 72% will Spend _ - E more Spending up/ J THE BASICS '7 email seircla iJi'splay i - . . -.2. - ‘ Cbe‘/ °"°l "O 8 '3 dominates C'. LL1"IlJU. lI. I011 +he last web mOfli€l'lr’l9 Slill cliallcrijinj CllCl<) Z. I on the rise cusloviiiiraslzmj c§'d’ic: c+mj [5‘l’CQllh3 share from oFfillal’E'S_] zlcierxiii-‘es wi « I =9 l’lERCHi‘l
  5. 5. : , v;: i:; @ when Design. Best Practices Qlwa/5 in/ alrnart Become Performance lii/ orsf Practices l’Yloi’li'l'Or SECOND J, l l°/ ‘Fewer pj views Cause oF decrease i l xl iiié decrease in 9 ° . 1 Sec delay ___ ~l/7/. . Conversions Images: i%3lg. l3iiNii E232 looiols U bad slyle sheets D bad Java U ‘Flash C l ‘ibnl - rl D U5 Zgecutesd P00 Y Par} oLllS are, +hrcC3lNQLl: _ greoriesi W-tel"| —l_iQl Point OF Failure 1’-"or web pages. "f, .. j %y _ , P <~w= *+ei 1 1. impr'ovl'n3 per‘li. *rinance =5 l"lERCHl‘l annemccol lcom
  6. 6. Page load time is becoming meaningless. Focus on time to interact. -TAMMY EVE RTS, RADWARE
  7. 7. JASON GOLDBERG — Cool, Tools for Creating and Testing Hypotheses Ask eooflle 4/ K Keyw0rd+oo| .io Keywords ver; af>f>. com Cycl c mt Awesomeness @f“€+‘1”jj€6k H ypafkesij onsHf surveys 5. cusfomer Experaence <? Surve O 0Lt'EXf / _F‘-ha Q good +ime balance Ge2|- Five 3+0 r5.com Cnmuragef p. o5_i+}'/ e_ revuew '. :'. ."- r”: F? ‘ / ‘a annemccollcom 5". ‘/ ”x user t/ . /R ‘| ‘@STinj CIUU Pbd‘ ‘If! crdef 0P'h Mal workshoporj w FM‘ C: >2:al J adi'fT‘ack. com dash bogrcUunkie. com Onalyhcs canvas. con~. I . L I y. 1.-‘: » . ‘ -. -, E 9,1 ‘ ‘. _.; User-}es+'. n3.com Remcshe O Pmhaflway. Conn Verb0.Ck =5 MERCH1‘f —_ r'. ¢ 4‘ bFOW5€ FQJCOW‘ bf‘OaJ5C{-S"1<: f5.Of7 E3 vs“ . , . ' - /1‘. . E C V L‘-£". ‘V. :/“t, .’= -'~; 'L: i'r' CJick+ale. corn Cf'az/ ej3,r: or~—» _. .3;, u.. F. at @ ‘.3.’-3_; ..'*«: e'_-2'1’: -;; c>; .2. 37 “’5;. _;wlL2i'o. i$'s ‘Fen3.3U[. Com ‘1HEn‘Hon w izard . com webpajefiskog ex/ eoluarrf. com +obii. Com responsh q+or, Com "‘ » "' % C"os. sbI”o«/ Ser‘ 1 +e5+in3.CObd I
  8. 8. a nnnnnnnnn 1* MERCHH THEBIGGEST LIE IN ECOMMERCEI , . Its Just one tag. It has no impact on perFormo. nce. -JASON GOLDBERG, @r'e’rai|3eek
  9. 9. Redesign S{+t. °, So }}Ve)‘H’3€rflL€5‘| '. Avoid Circle That Craig‘ Idea C may ~ . . and Erase, Every Eng E/ SC Gudung Prmciples THE BACK STORY Bi3Por+a| vs. Goo fe Maps 2005 R€| ’Y)€VY1b€! ’ dclmg-+uSeagL Who“. 2022 6 B LOCKBUSER changfi WOUMn'f mi 1,3/'1 K be - {jar male} 5; Fffsi-: minimal _ encfwrac : n+erac-hon [ lwiwbmna, / M7'"r‘ «L _ dircci‘ 1:zi:1;1:'1L1.. .v_. .» UNDERPANTS 47+T6‘}f"3fCf; ‘:: . f ‘ Change . fl {T ‘ ‘IV’! ConVeISy’gn_5: WM [fig ® Coflecf P0365 47 (3 Resd Oi'Fl>c3-’-: "*1e Emce hveil 5 FOR THE @ C*l«§+0rf? eE5 ‘foo min': mo. l " F D Q i: E: Q) Hf! conversybrls Fe” : — %““* / / T ’ Don’+- ohsesgjl / ‘ V V _ about ddfa as " J D 33 L 0. tool . Obsess _ Ha++cnecJ a+a onboud- i-he FUTURE. r I, -. ~ % TEST 4 %**V-* ’ #MERCH1‘f' annemccollcom
  10. 10. CCCCCCCCCCCC am Don’t obsess over dafa as a tool, obsess abouf the future. ‘Jeflf Beaverzzozzle I I I
  11. 11. Lessons Learned in Da. ta—Driven 1°ersoh'zai£orL ‘I CHASE WESTLYE whats next? ‘__€, _ 3 ‘((30%/ Z07-’ +0 fjfiorifize d‘/ """”"}C : U’LD'COM smcicfgegory PERSONALIZE 3/ . . 5 J me K ‘Hoe Pea} ho does It Flght? srgfic ‘COWS .0” C0n/ er5|0f] / CIIUC Amazon Buy 5QCkCO(M’Tt| "7 E’ more GM/ C exampies how +6” "7dE52 ‘H76 dq‘fo. com empower. haf r—fo , 'n+ejr'o. +c D 1; Users ‘9"OW' +h€ L! " 'P5gg: :ed? E] ofnrggée 1-r']cI£)fe5 sales -Funnel % 4 Serveup f 33% H her d°""" *0 C O? Q C i-he resf Dq-hl hefp5 wha+ cusfomers wafff P 3 OF +m= __ _ Q SONGS o15socia+e. s Ov’30tmza‘hon_ be mom eppecfive Dx/ nqrvfic 1Dromo‘Hon5 / T ‘ F‘eIeV0m+ +0 user «: > Of; I21 annemccollcom 4'1? “m row #1
  12. 12. nemccol loom Store associates neecf data foo! -CAL BOUCHARDTHE NORTH FACE
  13. 13. E ANDREA WASSERMANB Help women look and Fee! CHIC 0.BF'0.nd. NH'l'1OM. + breaifing Jrhe SOLE/ SOCIETY Ac=1uis': ‘Hon ] >r‘/ Dr; V95 — (L/ /V fnnovaifion P{Qnn_ ‘ fk ‘"3 fgfromcc F35 | n}on T é@ In +rena ' '3' ’ 04 not iéiemg as MERCHH
  14. 14. nnemccollcom in put‘ Jrric Hes down to the res‘: of the organization -CHASE WESTYLE, BUlLD. COM
  15. 15. Kil[crMerchandis£n3r Listen To Your Customers C} -90 JA _F Fipx‘/ ioN+ed in Lawsdwool filowyer ‘? mon+h_5- SFOILPS des}3n Cr‘) _ Women 116! V Pc'56'°": ‘Map maven Group Marfve+'m<3 S+0LF+S . ', 0 H _u___, , 70 falls us whoc+ ‘Hvey on Dayl .0; C‘. U. L 9 J, want. mmefina OP produd 500 new r“odUC| 's q HAND @ é, _,—/ desgn PVC“ 3%: : 685] n L/ IS okay! i+crod'c Hie 5<>F+w<: Lre _ 3 I/ .10‘ know whcflr you’r‘e Collaborofrlon Seeking- Don’+ E can be -malcL[a~5l1.ppor‘i‘ C1bd}cod‘e. befier ‘fomorrow. ,9 employees H . . 100‘ cu: E ‘ " ‘M ea Y +eCh In when youre V‘ R 1 Hs+en +0 'H1em. Couabonflfl ? l. ' 22” beam‘), raw =5 MERCH1‘f
  16. 16. ow COLLABORATION: Le{: People in when you're iiar enough along ’co listen to them. -JANE P/ RK, JULEP , ‘> Design < R r E
  17. 17. 1‘ UZABET H PEAS LEE €-bolas H-‘e # mobiie d 51> IiFe VIW Mobile 7/A Seas Ions 'm+erru Te _ ‘ Homepage fl HP 0 I ran Synchronized ‘C£“| _°[%3ETZFe V E Zesiin - Cari? Save S +a_p+o Corfierris EMMV +‘/ P65 redeem . OF devices] 0 <2‘f; (’; "f1'(: "C°dP¢ ‘Q 6 _’ res-P-Oflslve Res onsive deslflr’ People look Shofipina 0+ '| 'heir phones baa. more ‘H'1o. n I20 +imes a day. NEVCUYIFD Ciesian - makes discovery easier g enhanced HST : {H _ 3: Cafecaory flav "-‘*i7ii! annemccollcom IE Wai ief # jéi
  18. 18. — tug at this Good merciaonéising inspires customers to Buy it they were rift going to buy. -JOHN HAZEN, TRUE RELIGION =5 MERCHH
  19. 19. Seamiess Sioriesitiaking the Omnicivannet /4 Reality enon ow We don't oniine we iiveaiivere. J Digital is most‘ successful when 1+ makes HF: easier. (_. / Hire arcad- merchants + buyer‘: Dig Eta i i is where WC‘i'€, ii our Story. annemccoilcom Map CorLs‘u. rner' dad-Q x x ’>< +0 ucifi Poi n'i'5 )‘ "N Stores now weqrabics J it cu-+iF. 'ciqi wee :1 CAL BOUCHARDB increases i; F+. I fl 5€(lm €55 experience / inventory ' UH: Success ES+°. bi'5l" , metrics ‘For all channels SUCCESS f, ‘7'§ instore k/ IF} 55CU"'1i€S5 inV€’ITiOF)( 6:1‘ ‘For iPacis + iifliifl I) P055 clicks b-I 5‘ Q5socio'te5 mo I (3 ‘in~si1-ire Fecomrfiendations Embrace ‘H76 M/ TRiX --3 di5+ribu+ion cen+er5_ Cul+uFc° eats intelligence
  20. 20. nemccoflcom We don’t go online, we live there. ‘GREG PULSIFEKVF CORPORATION
  21. 21. Reinventing Phofographj ‘fo mafch ‘H19. Pace of . Di,3'L‘l‘al Commerce I. KRBHN SEBELLE of BARRETT KRISTI WIREBAUGH / {ate 5 we Séiindn . Q v Dr. mm P J Commumcoltlfi . B _+_ h [Soda]: d": -’; /§"'e: {Ue Don’-1* | e1' brapdlpj 33+ in Hue wc_zy . ~ ; c2n'5 -is “P aF'commu. mcq+m3 Produc+ defanls, DI, red_ +0 R :1 New iDFOz:1Mo‘ED€TaiOPa‘je2:; :e HOW +0 scale [QOOO S"}0+S Ermer rY1anunCac'f'ur‘er'5 No process 57%: 01': consumer: Problems Bad f: -hofojrapl-7 I ' ' ’ an on (On . ‘ —f: a/ vudeo javjid U S+/ !€8UIdE’5 £~er'2n_+me + N01‘ muH‘: p!e a rn re Co '- ence . / OMNII (1 I er; Aoprodud. E 03 _ Slndr nnhouse Undersh: ncJ yourshafs z Outfsourced +0 g¢'tl: %[? c?§( wiI| appear on channels flu‘ es 8 J ‘H1a+ You Cap,2+ con+rol_ ‘Oak awdej fig Now (D C; Q Howe joal [3 _! :L_ online fob: AUL+Oh’1Q‘HOY'} Pr UC+ 8 swxmem W <= W* (23 Oeerove +eQn/1 lrnajes C1 L613 0? u. pPro-= r+ ‘I-{me AUTOMATED SYSTEMS} D Reduce +ime, er‘ror-5 =5 MERCHH
  22. 22. mid—term Predicting The future use em. 01 I Eé 5 Gui" ‘FCCJ ina + Dmh Chpflafize on OflDOr‘h4nH‘ies. af-Hfude c‘ «’ (Youdofif have ‘*0 create +hemD s~€§3"‘é? E REU6ON}”k"? "T1zU J long-term Qoogfe +rendS j pr-ech'c+ e G003 merchandisinj inspires Cusfomers +0 buy H3 Jrhey weren’+ gdmg +0 buy. We ore running Aewwhoverftm *’“‘—"q**“”’ How do we a busines5,no+ Pewter bes+seHer5 a websi+e. short-term K marketing ‘H76 CUSOOMCF l: ::: e:: r!: :’ Remgm ber- Triercharziisinj Iv}'IOI+ THEY A/0J’Tt "°" “SW9 _fi Operorfions Show Onaly‘HCS I > Send -r— J 5 'k K emq. '| nPfirz2e1°1°ic ’l ‘ fiP°F+°"3Me. Ev In 014 do impan: +s ‘1 H Jonah Berger 6“/1:1‘? mm M W , ,,, W4 59 as MERCHJO
  23. 23. Subscribe for email updates on creative storytelling. Get my best thinking! Hire me. I help brands tell stories AnneMcCol| .com Anne@AnneMcCo| l.com @annemccol| (everywhere) / . ANNL MCCOLL i -. ..un~«

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