View
213
Download
0
Category
Tags:
Preview:
Citation preview
CONFIDENTIAL
Solving the Online Merchandising Challenge…
1st May 2008
Frank Lombos – VP EMEA, Fredhopper
Who should be interested??
eCommerce Managers
Brand Managers
eMarketing Managers
The Challenge….
Getting the right productsIn front of the right peopleAt the right time….
Merchandising since 1807
The Merchandising Dilemma
Merchandising that Works
Limited Opportunities to Sell
15-30 Product Presentation Opportunities
1. Customers review 3-5 items per page view
2. Shopping trip includes 5-10 search & browse page views
3. Customers review 15-30 items per shopping trip
Selected From Up To 1,000,000’s Products
1. Categories with 100’s of items
2. Various category roles and priorities
3. Fast growing number of SKUs
Reporting
Strategy
Planning
Context
Merchandising Impact on the Business ..
Benefit areas
Higher Conversion Rates from customers
finding what they look for faster
Increases Sales per Customer through
targeted, personalised onsite merchandising
Long Term
Search Merchandising
Pain Killer Vitamins
Short Term
Search Only Search & Merchandising
Online Sales
+10-40%+10-40%
More Repeat Customers due to highly
satisfied customers who become loyal
More Qualified New Traffic coming to the site
via targeted online marketing
Real Results
Real-time global eBusiness in 60+ countries
One global system
35 languages, 50,000 SKUs
Implemented international merchandising collaboration
Delivers superior shopping experience on web and in-store
Superior user-experience, unifying heterogeneous assortment
Deployments on websites, in-store kiosks, and in-store cash registers
Used as core product retrieval system by customers and employees
Online conversion increases by +25%
International home shopping leader
20 million online customer queries per month
€ 150+ million online sales
33% Reduction in lost searches
#1 catalogue retailer UK with £ 500 million online sales
50% reduction in operational cost
Premium Search & Merchandising
Learning Search
Understands what people mean, rather than what they say
Guided Navigation
Intuitive interface to slice & dice through a store in any way you want
Effective Merchandisingcampaigns
Promote relevant promotional ideas throughout the shopping experience
Targeted Marketing
Takes onsite inspiration to online marketing to attract new customers
33 44
2211
Search is evolving into a Merchandising Tool
“adidas”
Search is evolving into a Merchandising Tool
Commercial, Self-Learning Search Results Rankings
Use Guided Navigation as a Sales Tool
User driven Categorisations
Inspirational Merchandising Theme promotions
Inspirational Merchandising Related item promotion
X-sell
Up-sell
What other people bought
Good, better, best strategies
Colour inspiration
Self-Learning Social Search Results
Other People that Searched for this,
Bought this
Customer Popularity = Usefulness
Effectiveness of Linguistic Matching
limited in e-Commerce
Linguistic similarity ≠ Usefulness
Social SearchCurrent
Thank you..
Questions
Recommended