#monetatesummit
LaurenFreedman,
Owner,the e-tailinggroup
Merchandising
onYour Terms
Puttheright productsinfrontof
theright...
the e-tailing group
• 20 years e-commerce consulting
• Author, It’s Just Shopping
• 50+ years traditional retail and catal...
the e-tailing group
State of Merchandising
• KPIs are flat
• Merchandising is cookie-cutter where little differentiation e...
the e-tailing group
Conversion rates fixed in the 1-3% range
Q15
e-tailing group 2013 Merchant Survey
the e-tailing group
For half of shoppers most/all of their
holiday purchases included a promotion
Q16
Gender*Note
Women*si...
the e-tailing group
Amazon is larger than the next dozen largest e-tailers
Holiday Hit Parade
• Amazon customers order mor...
the e-tailing group
Important brand factors start with price and promotion and
are quickly followed by the website experie...
the e-tailing group
Most features are important to shoppers and expectations
are high for ecommerce experiences in general...
the e-tailing group
Mobile matters
• Mobile e-commerce grew 50% year-over-
year to account for 29% of holiday 

e-commerce...
the e-tailing group
Challenges, Trends & Visualization Tools
Merchandising
the e-tailing group
The Challenges
• Weak visual display not in keeping with the brand
• Insufficient product information
...
the e-tailing group
Top merchandising tactics that deliver from an ROI perspective
Q4A11
e-tailing group 2013 Merchant Sur...
the e-tailing group
EG100 Retailers
1A800*Flowers Crutchfield J.Crew Overstock Target
Abt*Electronics Dean*&*Deluca JCPenne...
#monetatesummit
Faceted Navigation
EG100: 75%
Respect theroleofsearch
#monetatesummit
Merchandised drop down
EG100: 90%*
• Visual search
• EG100: 29%
Butfosterdiscoverythroughnavigation
#monetatesummit
Discover bytrend
#monetatesummit
Embrace seasons&holidays
#monetatesummit
Gift Center
EG100: 80%
Score: 2.03/3.00 where 3 is best
Showcasethe powerofgifting
#monetatesummit
Educate toexcite
#monetatesummit
Runway
Street Style
Imagerybringsbrandstolife
#monetatesummit
Alternative Views
EG100: 89%
Butthe devilisinthedetails
#monetatesummit
Video Gallery
EG100: 42%*
Category Page
EG100: 39%*
Videovaults inimportance
#monetatesummit
Must-Haves Best Sellers
EG100: 64%
Tacticalmerchandisingtoolsset
the tone forselling
#monetatesummit
Pinterest/Customer favorites
EG100: 70%
Retailers embrace socialdynamics
#monetatesummit
Lauren Freedman

lf@e-tailing.com

773-975-7280

www.e-tailing.com
Remember,merchandisingis
bothanart anda...
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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.

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Merchandising on Your Terms (Lauren Freedman)

  1. 1. #monetatesummit LaurenFreedman, Owner,the e-tailinggroup Merchandising onYour Terms Puttheright productsinfrontof theright peopleat therighttime
  2. 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. 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. 4. the e-tailing group Conversion rates fixed in the 1-3% range Q15 e-tailing group 2013 Merchant Survey
  5. 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. 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. 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. 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. 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. 10. the e-tailing group Challenges, Trends & Visualization Tools Merchandising
  11. 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. 12. the e-tailing group Top merchandising tactics that deliver from an ROI perspective Q4A11 e-tailing group 2013 Merchant Survey
  13. 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 Cooking.com Hayneedle Office*Depot Sundance Wine.com Crate*&*Barrel HSN Orvis Sunglass*Hut Zappos
  14. 14. #monetatesummit Faceted Navigation EG100: 75% Respect theroleofsearch
  15. 15. #monetatesummit Merchandised drop down EG100: 90%* • Visual search • EG100: 29% Butfosterdiscoverythroughnavigation
  16. 16. #monetatesummit Discover bytrend
  17. 17. #monetatesummit Embrace seasons&holidays
  18. 18. #monetatesummit Gift Center EG100: 80% Score: 2.03/3.00 where 3 is best Showcasethe powerofgifting
  19. 19. #monetatesummit Educate toexcite
  20. 20. #monetatesummit Runway Street Style Imagerybringsbrandstolife
  21. 21. #monetatesummit Alternative Views EG100: 89% Butthe devilisinthedetails
  22. 22. #monetatesummit Video Gallery EG100: 42%* Category Page EG100: 39%* Videovaults inimportance
  23. 23. #monetatesummit Must-Haves Best Sellers EG100: 64% Tacticalmerchandisingtoolsset the tone forselling
  24. 24. #monetatesummit Pinterest/Customer favorites EG100: 70% Retailers embrace socialdynamics
  25. 25. #monetatesummit Lauren Freedman
 lf@e-tailing.com
 773-975-7280
 www.e-tailing.com Remember,merchandisingis bothanart andascience

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