See the full webinar from our UK experts Kevin Sparks and Stuart Patterson about how to make your product more visible across your digital sales channels.
The video you´ll find on the last slide.
Enjoy the session!
The document discusses the benefits of having a website for a business. It notes that a website is cheaper than print advertising, can reach a wider audience, and allows two-way communication with customers. It also explains that a website allows businesses to expand their market globally, diversify revenue streams through advertising and directories, and be available 24/7. Additional benefits mentioned include adding convenience for customers, adding value and satisfaction, standardizing sales pitches, improving credibility, providing opportunities for growth and promotion of physical locations.
This document discusses enrollment marketing strategies for continuing and professional education programs. It outlines CM Vision's goal to be a trusted authority in digital marketing and enrollment for non-traditional and graduate students. It also discusses market opportunities in growing demographics and demands for flexibility. The document then provides examples of strategic goals, enrollment goals, case studies on ROI from previous clients, challenges schools face, and CM Vision's unique solution to provide qualified leads and introduce prospective students through paid search, display ads, and retargeting campaigns.
Ville Honkimäki is the VP of Marketing Automation at 92 Specialists, a digital transformation company based in Finland and Poland with 10 million euros in annual revenue. The company focuses on helping other businesses with digital transformation, customer growth, digital sales and lead management, business model innovation, and process efficiency. 92 Specialists believes that truly knowing individual customers through understanding their unique context is key to creating competitive advantage, rather than traditional segmentation. The presentation emphasizes using real-time behavioral and profile data to understand customers and deliver personalized, relevant communications and services at the moments they will be most valuable.
You know that maintaining your website plus the addition of customized features gets more visitors to land on your site, but what can you do to now turn those visitors into buyers?
The document promotes Trueman Corporation's website development services, stating that they will create, maintain, and promote customized websites for businesses to help grow their brand, increase sales, and provide 24/7 online availability and support. Key features that will be included are logos, galleries, online booking, maps, chat support, push notifications, and e-commerce capabilities. Customers are advised to contact Trueman Corporation to order a business website starting at Rs. 10,000-15,000.
Best Practices For Taking Your B2B Company OnlineOro Inc.
Key Takeaways include:
Actionable tips on selecting a proper eCommerce solution that suits your very company;
Strategic insights into keeping a website up and running with the help of system integrators;
Benefits of implementing marketing automation for B2B commerce.
OroCRM’s 360° customer view integrates every step of the customer journey, from pre-sales and marketing activities through to final close. Use the flexibility of an open source CRM software to easily access previous conversations, discover purchase trends, anticipate customer needs, and learn new ways to convert leads into happy customers.
The document discusses the benefits of having a website for a business. It notes that a website is cheaper than print advertising, can reach a wider audience, and allows two-way communication with customers. It also explains that a website allows businesses to expand their market globally, diversify revenue streams through advertising and directories, and be available 24/7. Additional benefits mentioned include adding convenience for customers, adding value and satisfaction, standardizing sales pitches, improving credibility, providing opportunities for growth and promotion of physical locations.
This document discusses enrollment marketing strategies for continuing and professional education programs. It outlines CM Vision's goal to be a trusted authority in digital marketing and enrollment for non-traditional and graduate students. It also discusses market opportunities in growing demographics and demands for flexibility. The document then provides examples of strategic goals, enrollment goals, case studies on ROI from previous clients, challenges schools face, and CM Vision's unique solution to provide qualified leads and introduce prospective students through paid search, display ads, and retargeting campaigns.
Ville Honkimäki is the VP of Marketing Automation at 92 Specialists, a digital transformation company based in Finland and Poland with 10 million euros in annual revenue. The company focuses on helping other businesses with digital transformation, customer growth, digital sales and lead management, business model innovation, and process efficiency. 92 Specialists believes that truly knowing individual customers through understanding their unique context is key to creating competitive advantage, rather than traditional segmentation. The presentation emphasizes using real-time behavioral and profile data to understand customers and deliver personalized, relevant communications and services at the moments they will be most valuable.
You know that maintaining your website plus the addition of customized features gets more visitors to land on your site, but what can you do to now turn those visitors into buyers?
The document promotes Trueman Corporation's website development services, stating that they will create, maintain, and promote customized websites for businesses to help grow their brand, increase sales, and provide 24/7 online availability and support. Key features that will be included are logos, galleries, online booking, maps, chat support, push notifications, and e-commerce capabilities. Customers are advised to contact Trueman Corporation to order a business website starting at Rs. 10,000-15,000.
Best Practices For Taking Your B2B Company OnlineOro Inc.
Key Takeaways include:
Actionable tips on selecting a proper eCommerce solution that suits your very company;
Strategic insights into keeping a website up and running with the help of system integrators;
Benefits of implementing marketing automation for B2B commerce.
OroCRM’s 360° customer view integrates every step of the customer journey, from pre-sales and marketing activities through to final close. Use the flexibility of an open source CRM software to easily access previous conversations, discover purchase trends, anticipate customer needs, and learn new ways to convert leads into happy customers.
The Importance of Branding for Credit Unions in a Marketing Driven World - Lessons Learned from Coca-Cola. Presented by Michael La Kier, May 2006 at the Georgia Credit Union Affiliates (GCUA) Annual Convention.
The pressure is on to grow your business, while operating on a tight budget. To do so means getting the right data. Customer profiling provides key customer insight that can help businesses better manage their marketing dollars to increase ROI.
Branding basics for entrepreneurs by Brand Diaries Creatives 8.02.2014Shubham Shobhit
This document provides an overview of branding basics for entrepreneurs. It discusses that branding can help both big and small businesses. It then covers various branding techniques including floor branding, use of elevators and everyday objects, bacterial billboards, landscape branding, messages in transit systems, and collaborative associations. The document emphasizes that customers and defining the target audience are essential for branding. It also discusses establishing a unique selling proposition, brand communication objectives, and defining the brand identity through the name, logo, tagline, introductory messaging, and marketing collateral. The document concludes by noting the importance of an integrated marketing communications approach including digital, advertising, and marketing channels.
The document outlines 12 benefits of having a website for a business: 1) Websites are cheaper and more flexible than print advertising. 2) A website allows a business to expand its market reach beyond geographical barriers. 3) A website can diversify a business's revenue streams through advertising and directories. 4) A website allows a business to be accessible to customers 24/7/365. 5) A website offers convenience to customers by allowing them to research products privately online. 6) A website can add value and satisfaction to customers through convenience and personalized service. 7) A website allows businesses to standardize sales pitches and performance. 8) A website improves a business's credibility by telling customers about what they offer. 9) A
Hvantage is fast and flexible so retailers can easily adapt to the changing landscape of consumer expectations and scale when they grow.
3D Cart is the premier platform for over 18 years in eCommerce and $4 billion in online transactions.
Does Your Website Bring Sales and Revenue?seosrilanka1
The Internet has allowed businesses to break through the geographical barriers and become accessible, virtually, from any country in the world, Far Cheaper and Much More Flexible Than Print Advertising, furthermore, a website gives you the opportunity to tell potential customers what you are about and why you deserve their trust and confidence
This document discusses online branding strategies for ecommerce stores. It identifies the key elements of online branding as the ecommerce storefront, domain name, logo, consistency, appealing to the target market, and innovation. The document emphasizes that the brand identity, as communicated through these elements, determines how the target audience perceives the business and differentiates it from competitors. Each element is then briefly described, with the ecommerce storefront focusing on a unique shopping experience, the domain name being easy to remember and relevant to products, and the logo creating a lasting impression through consistency across channels.
Dillard's website targets middle to upper class families with an emphasis on convenience. It utilizes a catalog format and section breakdowns to easily display products. Marketing strategies include emails, ads, and social media to engage customers. The site loads quickly with minimal graphics and easy navigation.
Nordstrom also targets upper middle class customers, especially career moms. It uses a catalog format and provides services like live chat. Marketing includes emails, ads, social media and Nordstrom has a strong customer service reputation. The well-designed site prioritizes quick loading with a user-friendly layout.
Neiman Marcus targets the wealthy with high-end designers in a luxurious aesthetic. The site can be overwhelming with extensive
This document discusses how website personalization allows companies to show the right offers to the right customers at the right time for a more meaningful customer experience and more cost-effective marketing. It provides examples of personalizing offers for visitors who haven't converted, new car shoppers, customers who need extra incentives, and based on web engagement, visitor type, intent, inventory preferences, past customer status, and current vehicle make. Personalization prioritizes the top 3 most relevant offers instead of flooding visitors with all options.
Maxwell + Miller is an advertising agency that serves business and consumer clients. It provides strategic branding, print, broadcast, and interactive marketing services. The agency works with various companies to develop brand identities and media tactics that position clients to meet customer needs. Senior staff have expertise in areas like creative direction, account management, graphic design, and media planning. The agency helps brands like Petoskey Visitors Bureau, Consumers Credit Union, and Kellogg's connect with customers through targeted marketing campaigns.
iMedia Brand Summit - My Coke Rewards OverviewMichael La Kier
Coca-Cola has transitioned to blurring the lines between online advertiser and publisher by developing its own content and experiences for consumers through programs like My Coke Rewards. This required significant internal reorganization, new technology, and partnerships. It allows Coca-Cola to directly engage consumers, generate valuable media exposure for brands, and increase marketing productivity and brand health through integrated brand experiences. Other companies are also moving in this direction by developing their own online content and platforms.
The document discusses the importance of branding for businesses. It defines what a brand is as the sum of all tangible and intangible characteristics that make a business unique. A strong brand establishes awareness, improves perceptions of value, and builds loyalty among clients. The key aspects of developing a brand are establishing differentiation from competitors and relevance to the target market. Finally, maintaining consistency across all touchpoints that clients interact with the business, such as marketing communications, is important for building brand equity over time.
The document outlines 6 steps to creating a powerful marketing strategy: 1) Define your target market, 2) Understand your competition, 3) Create a unique selling proposition, 4) Know how to generate leads, 5) Build a powerful website, and 6) Use social media to grow your business. Each step provides reasons for its importance and suggestions on how to implement the strategy, such as performing market research, developing promotional offers, and creating social media business pages. The overall strategy advises businesses to clearly identify customers, differentiate themselves from competitors, attract new clients, and leverage digital tools.
The document proposes a new business card design for Elves App that aims to better represent the brand and stand out from competitors. It discusses how business cards are an important part of establishing credibility and making connections. Sample designs are presented that use clever visuals and messaging to appeal to customers and start conversations about what Elves App offers. Pricing options for printing the new design through various vendors are provided.
The document discusses optimization testing techniques used by Reap Marketing to increase conversions on their website by 950%. It presents the Conversion Precedence Framework which includes factors like design, offers, products/services, company reputation, exclusivity, and humanization. It advocates testing both known and unknown problems with known and unknown solutions. The key aspects of optimization testing are described as having 4 pillars: known problems, unknown solutions, deep analytics, and client experiences. The overall message is that optimization requires testing all elements of the customer experience as well as unknown factors through an ongoing process of experimentation and analysis.
Im Webinar lernen Sie, welche Möglichkeiten FACT-Finder mit der Recommendation Engine 2.0 bietet, mit wenig Aufwand passende Empfehlungen zu erzeugen. Auch wenn Sie nur einen geringen Anteil kombinierter Verkäufe in Ihrem Shop haben, kann FF sinnvolle Zusatz- und Alternativ-Vorschläge ausspielen. Denn die neue Recommendation Engine berücksichtigt auch Beziehungen zwischen Kategorien und ausgewählten Produktmerkmalen.
Martin Koch, Senior Coach eBusiness Solutions, zeigt Ihnen live, wie Sie relevante Empfehlungen mit minimalem Aufwand und innerhalb von Minuten im Online-Shop einbetten.
How to Make Awesome SlideShares: Tips & TricksSlideShare
Turbocharge your online presence with SlideShare. We provide the best tips and tricks for succeeding on SlideShare. Get ideas for what to upload, tips for designing your deck and more.
SlideShare is a global platform for sharing presentations, infographics, videos and documents. It has over 18 million pieces of professional content uploaded by experts like Eric Schmidt and Guy Kawasaki. The document provides tips for setting up an account on SlideShare, uploading content, optimizing it for searchability, and sharing it on social media to build an audience and reputation as a subject matter expert.
Mobile-First SEO - The Marketers Edition #3XEDigitalAleyda Solís
How to target your SEO process to a reality of more people searching on mobile devices than desktop and an upcoming mobile first Google index? Check it out.
SlideShare now has a player specifically designed for infographics. Upload your infographics now and see them take off! Need advice on creating infographics? This presentation includes tips for producing stand-out infographics. Read more about the new SlideShare infographics player here: http://wp.me/p24NNG-2ay
This infographic was designed by Column Five: http://columnfivemedia.com/
No need to wonder how the best on SlideShare do it. The Masters of SlideShare provides storytelling, design, customization and promotion tips from 13 experts of the form. Learn what it takes to master this type of content marketing yourself.
The Importance of Branding for Credit Unions in a Marketing Driven World - Lessons Learned from Coca-Cola. Presented by Michael La Kier, May 2006 at the Georgia Credit Union Affiliates (GCUA) Annual Convention.
The pressure is on to grow your business, while operating on a tight budget. To do so means getting the right data. Customer profiling provides key customer insight that can help businesses better manage their marketing dollars to increase ROI.
Branding basics for entrepreneurs by Brand Diaries Creatives 8.02.2014Shubham Shobhit
This document provides an overview of branding basics for entrepreneurs. It discusses that branding can help both big and small businesses. It then covers various branding techniques including floor branding, use of elevators and everyday objects, bacterial billboards, landscape branding, messages in transit systems, and collaborative associations. The document emphasizes that customers and defining the target audience are essential for branding. It also discusses establishing a unique selling proposition, brand communication objectives, and defining the brand identity through the name, logo, tagline, introductory messaging, and marketing collateral. The document concludes by noting the importance of an integrated marketing communications approach including digital, advertising, and marketing channels.
The document outlines 12 benefits of having a website for a business: 1) Websites are cheaper and more flexible than print advertising. 2) A website allows a business to expand its market reach beyond geographical barriers. 3) A website can diversify a business's revenue streams through advertising and directories. 4) A website allows a business to be accessible to customers 24/7/365. 5) A website offers convenience to customers by allowing them to research products privately online. 6) A website can add value and satisfaction to customers through convenience and personalized service. 7) A website allows businesses to standardize sales pitches and performance. 8) A website improves a business's credibility by telling customers about what they offer. 9) A
Hvantage is fast and flexible so retailers can easily adapt to the changing landscape of consumer expectations and scale when they grow.
3D Cart is the premier platform for over 18 years in eCommerce and $4 billion in online transactions.
Does Your Website Bring Sales and Revenue?seosrilanka1
The Internet has allowed businesses to break through the geographical barriers and become accessible, virtually, from any country in the world, Far Cheaper and Much More Flexible Than Print Advertising, furthermore, a website gives you the opportunity to tell potential customers what you are about and why you deserve their trust and confidence
This document discusses online branding strategies for ecommerce stores. It identifies the key elements of online branding as the ecommerce storefront, domain name, logo, consistency, appealing to the target market, and innovation. The document emphasizes that the brand identity, as communicated through these elements, determines how the target audience perceives the business and differentiates it from competitors. Each element is then briefly described, with the ecommerce storefront focusing on a unique shopping experience, the domain name being easy to remember and relevant to products, and the logo creating a lasting impression through consistency across channels.
Dillard's website targets middle to upper class families with an emphasis on convenience. It utilizes a catalog format and section breakdowns to easily display products. Marketing strategies include emails, ads, and social media to engage customers. The site loads quickly with minimal graphics and easy navigation.
Nordstrom also targets upper middle class customers, especially career moms. It uses a catalog format and provides services like live chat. Marketing includes emails, ads, social media and Nordstrom has a strong customer service reputation. The well-designed site prioritizes quick loading with a user-friendly layout.
Neiman Marcus targets the wealthy with high-end designers in a luxurious aesthetic. The site can be overwhelming with extensive
This document discusses how website personalization allows companies to show the right offers to the right customers at the right time for a more meaningful customer experience and more cost-effective marketing. It provides examples of personalizing offers for visitors who haven't converted, new car shoppers, customers who need extra incentives, and based on web engagement, visitor type, intent, inventory preferences, past customer status, and current vehicle make. Personalization prioritizes the top 3 most relevant offers instead of flooding visitors with all options.
Maxwell + Miller is an advertising agency that serves business and consumer clients. It provides strategic branding, print, broadcast, and interactive marketing services. The agency works with various companies to develop brand identities and media tactics that position clients to meet customer needs. Senior staff have expertise in areas like creative direction, account management, graphic design, and media planning. The agency helps brands like Petoskey Visitors Bureau, Consumers Credit Union, and Kellogg's connect with customers through targeted marketing campaigns.
iMedia Brand Summit - My Coke Rewards OverviewMichael La Kier
Coca-Cola has transitioned to blurring the lines between online advertiser and publisher by developing its own content and experiences for consumers through programs like My Coke Rewards. This required significant internal reorganization, new technology, and partnerships. It allows Coca-Cola to directly engage consumers, generate valuable media exposure for brands, and increase marketing productivity and brand health through integrated brand experiences. Other companies are also moving in this direction by developing their own online content and platforms.
The document discusses the importance of branding for businesses. It defines what a brand is as the sum of all tangible and intangible characteristics that make a business unique. A strong brand establishes awareness, improves perceptions of value, and builds loyalty among clients. The key aspects of developing a brand are establishing differentiation from competitors and relevance to the target market. Finally, maintaining consistency across all touchpoints that clients interact with the business, such as marketing communications, is important for building brand equity over time.
The document outlines 6 steps to creating a powerful marketing strategy: 1) Define your target market, 2) Understand your competition, 3) Create a unique selling proposition, 4) Know how to generate leads, 5) Build a powerful website, and 6) Use social media to grow your business. Each step provides reasons for its importance and suggestions on how to implement the strategy, such as performing market research, developing promotional offers, and creating social media business pages. The overall strategy advises businesses to clearly identify customers, differentiate themselves from competitors, attract new clients, and leverage digital tools.
The document proposes a new business card design for Elves App that aims to better represent the brand and stand out from competitors. It discusses how business cards are an important part of establishing credibility and making connections. Sample designs are presented that use clever visuals and messaging to appeal to customers and start conversations about what Elves App offers. Pricing options for printing the new design through various vendors are provided.
The document discusses optimization testing techniques used by Reap Marketing to increase conversions on their website by 950%. It presents the Conversion Precedence Framework which includes factors like design, offers, products/services, company reputation, exclusivity, and humanization. It advocates testing both known and unknown problems with known and unknown solutions. The key aspects of optimization testing are described as having 4 pillars: known problems, unknown solutions, deep analytics, and client experiences. The overall message is that optimization requires testing all elements of the customer experience as well as unknown factors through an ongoing process of experimentation and analysis.
Im Webinar lernen Sie, welche Möglichkeiten FACT-Finder mit der Recommendation Engine 2.0 bietet, mit wenig Aufwand passende Empfehlungen zu erzeugen. Auch wenn Sie nur einen geringen Anteil kombinierter Verkäufe in Ihrem Shop haben, kann FF sinnvolle Zusatz- und Alternativ-Vorschläge ausspielen. Denn die neue Recommendation Engine berücksichtigt auch Beziehungen zwischen Kategorien und ausgewählten Produktmerkmalen.
Martin Koch, Senior Coach eBusiness Solutions, zeigt Ihnen live, wie Sie relevante Empfehlungen mit minimalem Aufwand und innerhalb von Minuten im Online-Shop einbetten.
How to Make Awesome SlideShares: Tips & TricksSlideShare
Turbocharge your online presence with SlideShare. We provide the best tips and tricks for succeeding on SlideShare. Get ideas for what to upload, tips for designing your deck and more.
SlideShare is a global platform for sharing presentations, infographics, videos and documents. It has over 18 million pieces of professional content uploaded by experts like Eric Schmidt and Guy Kawasaki. The document provides tips for setting up an account on SlideShare, uploading content, optimizing it for searchability, and sharing it on social media to build an audience and reputation as a subject matter expert.
Mobile-First SEO - The Marketers Edition #3XEDigitalAleyda Solís
How to target your SEO process to a reality of more people searching on mobile devices than desktop and an upcoming mobile first Google index? Check it out.
SlideShare now has a player specifically designed for infographics. Upload your infographics now and see them take off! Need advice on creating infographics? This presentation includes tips for producing stand-out infographics. Read more about the new SlideShare infographics player here: http://wp.me/p24NNG-2ay
This infographic was designed by Column Five: http://columnfivemedia.com/
No need to wonder how the best on SlideShare do it. The Masters of SlideShare provides storytelling, design, customization and promotion tips from 13 experts of the form. Learn what it takes to master this type of content marketing yourself.
This document provides tips to avoid common mistakes in PowerPoint presentation design. It identifies the top 5 mistakes as including putting too much information on slides, not using enough visuals, using poor quality or unreadable visuals, having messy slides with poor spacing and alignment, and not properly preparing and practicing the presentation. The document encourages presenters to use fewer words per slide, high quality images and charts, consistent formatting, and to spend significant time crafting an engaging narrative and rehearsing their presentation. It emphasizes that an attractive design is not as important as being an effective storyteller.
10 Ways to Win at SlideShare SEO & Presentation OptimizationOneupweb
Thank you, SlideShare, for teaching us that PowerPoint presentations don't have to be a total bore. But in order to tap SlideShare's 60 million global users, you must optimize. Here are 10 quick tips to make your next presentation highly engaging, shareable and well worth the effort.
For more content marketing tips: http://www.oneupweb.com/blog/
This document provides tips for getting more engagement from content published on SlideShare. It recommends beginning with a clear content marketing strategy that identifies target audiences. Content should be optimized for SlideShare by using compelling visuals, headlines, and calls to action. Analytics and search engine optimization techniques can help increase views and shares. SlideShare features like lead generation and access settings help maximize results.
A Guide to SlideShare Analytics - Excerpts from Hubspot's Step by Step Guide ...SlideShare
This document provides a summary of the analytics available through SlideShare for monitoring the performance of presentations. It outlines the key metrics that can be viewed such as total views, actions, and traffic sources over different time periods. The analytics help users identify topics and presentation styles that resonate best with audiences based on view and engagement numbers. They also allow users to calculate important metrics like view-to-contact conversion rates. Regular review of the analytics insights helps users improve future presentations and marketing strategies.
Each month, join us as we highlight and discuss hot topics ranging from the future of higher education to wearable technology, best productivity hacks and secrets to hiring top talent. Upload your SlideShares, and share your expertise with the world!
Not sure what to share on SlideShare?
SlideShares that inform, inspire and educate attract the most views. Beyond that, ideas for what you can upload are limitless. We’ve selected a few popular examples to get your creative juices flowing.
It’s no secret that the marketing landscape is growing increasingly complex, with numerous channels, privacy regulations, signal loss, and more. One of the biggest problems facing marketers today is that they’re experiencing data deluge and data drought simultaneously.
Bliss Point by Tinuti addresses these challenges by providing a single, user-friendly platform for measuring what marketers previously struggled to measure. With Bliss Point, you can move beyond simply validating past actions and instead use measurement to guide real-time decision-making on what should happen next.
Join our product experts for a live demonstration of Bliss Point. Discover how it can empower your brand with the tools and insights needed to optimize each channel, across your entire media mix, and your overall brand performance.
5. What customers
buy and how
customers find
products could
determine a
brands success
and even
reputation!
6. So when a customer comes to your online
shop how do they find products?
Relevant error tolerant on-site search
Dynamic and clean navigation
Intelligent merchandising and product recommendations
Compelling customer journeys and engaging experiences
FACT-Finder provides search, navigation and merchandising solutions to online retailers to help their customers find relevant product results, that brands control to ultimately drive engagement, conversion and profit.
We currently have over 1,500 online shops across 24 countries providing services in 26 languages.
We have been doing this for the past 15 years and our parent company is Omikron Data Quality who are Head Quartered just outside Stuttgart.
We provide our services to many different types and sizes of retailer and across a broad range of product verticals in both B2B and B2C sectors
So what determines success online. Many people have different views but here at FF we measure success simply through making more sales and increasing profit. To do that customers need to find products.
For many years we have sought products from shops and merchants in exchange for money and of course like most things this process has evolved with customers becoming more knowledgeable, more demanding and nowadays more connected.
Good customer service has remained important throughout these years of trading and so has the core objective of the customer – WHICH IS TO BUY A PRODUCT
Ultimatley how customers find products determines a brands trading success and nowadays could even impact your brands reputation
For those who dont know who these people are – well they are the UK‘s top 12 Youtubers or vloggers.
They share their buying experiences and purchases socially to millions of viewers meaning a favorable review of a product from your brand could promote loyalty and improve your brands success.
So if beating the competition online to sell products wasn‘t hard enough retailers now have the added pressure of doing this well or be socially flogged in front of the masses!
So how do we do this well? We can start by getting the basics right.
So when a customer comes to your online shop how can they find products?
Through error tolerant on-site search
Dynamic filtering and clean navigation
Plus other refining and Intelligent merchandising options
Compelling customer journeys and engaging experiences etc...
Sound Obvious?….and that’s because it is…but surprisingly so many top brands still don’t do this well….
These examples are all from Top UK retailers
The old favourite ‘no results found’ because I omitted a space in the search term. This is elementary and really should not be happening with the technology that is available today.
Its reported that 30% of all product searches still result in ‘no results found’ – that’s is simply too much
Search queries with irrelevant results – this example only has one truly relevant product result out of the 7 displayed
Finding products via a mobile device
In one of these examples the phone on the left shows search suggestions that are not optimised for mobile
In the other you can see predictive text has auto populated a search term with only one incorrect letter but this still produces no products results
Both are poor experiences when using the primary option to find products on a mobile
And the irony is these same retailers are investing heavily into other trending growth areas like Omni-channel, Cross Border Commerce and Mobile which without the basics done well are destined to yield less than expected results or worse….FAIL COMPLETELY and in the process damage your brands reputation which nowadays could go viral.
So our message is simple, keep it simple – Strip back the experience and drive real measurable value by doing the basics right first – and that is making relevant products easy to find so you sell more and the customer is happy
This will then support all your other commercial ambitions.
A case in point is one of our customers Obi.
Obi is the largest DIY retailer in Europe, and the third largest in the world with more than 570 stores in 10 Countries and being a store focused brand primarily they only launched their online shop 5 years ago in 2010 with a view to sell online but also drive customers in-store.
With an online catalogue of over 60k products driving value, inspiration and advice through product discovery was paramount for their ecommerce success and maintaining their respected position as the biggest DIY retailer in Europe.
Through effective, clean and simple search suggestions by product, category, help and advice and more - Obi customers are supported throughout the entire decision making process on their path to discovering the right products and making a purchase
Their product results are merchandised based on commercial goals that they control with ranking rules which they can apply as frequently as they wish or automated.
This can be data driven based on consumer behaviour and click tracking data FACT-Finder captures or Obi can simply apply rules based on seasonal, stock or brand needs.
Customers can navigate using clean dynamic filtering based on searched categories which is automated by FACT-Finder but controlled by Obi.
Customers can make comparisons on price and we even help Obi provide individual pricing.
But discovering products is only the start – influencing decision making is also part of the journey
Here you can see that not only are product search results driven by FACT-Finder but so is content which is aggregated from various sources containing videos, guides and advice on how to measure and install laminate flooring.
And of course the experience is relevant no matter what device you use and where you start your journey from.
In fact its even more important on a smaller display to ensure that search results are relevant, well merchandised and locally available at the store nearest the customer at the point of shopping.
Using FACT-Finder to create and manage new sales channels means Obi can merchandise Countries, devices and stores independently of one another allowing each store’s marketing department to configure individual search and navigation settings according to those items in demand locally.
This was important to a brand like Obi because they have the fulfilment challenge of selling low cost items that weigh a lot. For example a bag of cement may only cost 3 EUROs but it could weigh over 25 kg so the focus to drive these types of customers in store was evident.
But Obi had another challenge and that was some products are available online only whereas others are available in-store only and then of course some where available both online and in-store.
Other clients we have allow their customers to find products by building brand experiences using the FACT-Finder campaign manager module. This means customers very brand focused can shop and have filtering options tailored to their favourite brands
Other clients build experiences around key events and occasions to allow customers to shop in more engaged ways using content driven experiences while maximising on upsell opportunities to increase basket values
Whereas some clients prefer to offer guided selling features to assist less informed or uninspired vistors to their site
And of course if you need to push or promote certain product lines based on other metrics (end of line, high margin items etc) this can be managed within category also without disrupting the relevancy of results.
All of these options work and are designed to help various types of customers coming to your online shop at different stages in their buying journey to find products. Variety is key as we are all unique and react in different ways.
So what next
As we become even more demanding and retailers become even more customer centric there is an even greater need to drive more relevancy and find products designed around you and your buying history.
On-site search is changing from the wisdom of the crowd, to the wisdom of the individual.
So now its important to offer these experiences at single user level through personalisation features so not only will the core basic remain true to every day shopper but as you continue to buy your buying journey slowly transforms into an even more tailored experience and giving you the very best product choices available.
There is two ways this can be achieved.
Firstly in-session. This means that any visitor to your shop can have tailored product suggestions based on their in-session behaviour without having to login or with FF having any personal information. For example if a customer was to search for ‘a brown leather Gucci handbag’ on a website and then navigated to the shoes category FF’s in-session learning would merchandise this category based on the variants important to the user – in this case ‘brown leather Gucci shoes’.
The second option is to personalise using information gathered in session plus other information from your platform or CRM systems so product suggestions can be enriched using previous buying experience as indicated in this example on the screen.
Personalising search suggestions is often what retailers express and interest in but often have other factors to consider first. For example we hear many objections like…
But we have over 3 million site visits per month!
We have millions of products with complex attributes and variants!
We trade in 25 different countries
Have 500+ stores…
None of this should prevent you from providing a relevant and personalised experience to allow customers to find products.
In fact our customers generate billions of searches per year. We have customers with millions of product SKUs – the largest being 14 million!
We have a language independent solution so cross border trading is not a limitation.
And finally we have the processing power to localise search results based on stock levels in store in hundred of shops.
So the message is - Don’t let anything get in your way.
Don’t let the volume of traffic to your site, the amount of products you have or the languages you trade in stop you delivering the best relevant and personalised experiences throughout your digital channels so your customers find the right products for them and you drive more sales and more profit
Before I finish I just wanted to highlight the reason we do what we do….
58% of online sales originate from on-site search.
Let me repeat that…58% of online sales originate from on-site search.
So getting it right matters.
So to summarise on what I have spoken about today
Throughout the whole journey cleverly merchandised products will unlock sales potential
Showing relevant products will increase sales, profit and overall CSAT
And remove the blockers to achieve this.
This is obvious but surprisingly is still not done well.
So invest in what your customer wants - and allow them to discover the products they want
If anyone would like further information on the Obi example I presented then you can download that at this address plus many other case studies.
Alternatively I’m available to answers any questions you may have now.