4. What is a successful interaction in retail?
1. A purchase 2. A repeat customer
- sales today - sales tomorrow
What do they have in common?
SATISFACTION - ENJOYMENT
5. Where retailing still beats e-tailing
30% prefer shopping on ”high street” over e-tail.
49% think retailers offer better customer care
and advice while shopping.
36% says if e-tailers improved, they’d buy more.
6. What can e-tailers learn from retailers?
QUESTION 1 QUESTION 2
What are the How can they
cornerstones of be applied
traditional in e-tail
"corner shop" merchandising?
merchandising?
7. Best practices in “traditional retail”
Customer enters Observe shopper Offer advice
behavior
Successful sale! Impulse offer at Offer more items of
checkout interest
8. Learnings for e-tailing:
Customer enters – on category page!
What may happen “Corner store” learning
Too many choices! Help shopper find most
relevant products based on
interest expressed
9. Learnings for e-tailing:
Customer enters – on product page!
What may happen “Corner store” learning
Shopper leaves in Help shopper feel they are
search for more making “right choices” by
options proposing alternatives
10. Learnings for e-tailing:
Customer puts item in basket
What may happen “Corner store” learning
Sales lost to Help shopper discover more
competitors products and new categories to
explore while they are in the store
11. Learnings for e-tailing:
Customer at the checkout
What may happen “Corner store” learning
High-margin items Help shopper by highlighting
never sold relevant specials & items they
may have forgot
12. Achievements if you get it right!
Direct Golf
• Average order value: + 10 GBP
• Higher conversion rate
• Increased staff productivity
Avail customer – department store
• Uplift 2011: +13,0 %
Avail customer – furniture
• Uplift 2011: +18,5 %
Evans Cycle
• Doubled relevancy of search results
13. What happens when a potential customer
is not offered a pleasant experience?
BIG MISTAKE!
14. Key Takeaways
1. Did I say anything revolutionary?
The dynamics of merchandising apply online and offline
2. Then why are so few retailers applying it?
Do it – and adhere to merchandising dynamics
3. The challenge of “recommendations” is
not technology, it is the merchandising logic
15. Do you want to discuss Merchandising?
Please join as at our stand D2 after the
presentation.
Thank you for the attention!
Jeremy.Glass@Permission.com.au Nicklas.Larsson@Avail.net
Phone: 02 8024 5400 Mobile: +46 703 13 26 26
