What the latest digital merchandising research shows us
Our latest research 'Merchandising in the digital age' explores two personalization concepts that are intrinsic to any successful personalization strategy.
The research focuses on content ranking and evidence selection, and in this blog we’ll bring these concepts to life using our down-to-earth example of the sales assistant.
Why is the sales assistant such a good example? Well, they know your name, your shoe size, and that you vacation in Paris every year.
They also work in a store that has a design philosophy. Let’s consider the layout of the store:
- Best sellers in the window
- New items at the front
- Sales items tucked away at the back
- Holiday items on the first floor
These are examples of content ranking:
Ordering the items you encounter in a logical way.
Now you pick the blue shirt from the rail and over comes the sales assistant. They give you a once over and fact check you against their memory, noting your current dress and the other shopping bags in your clutches. They have a moment to capture and engage your attention, or risk being a distraction. With that in mind, they deliver one of the following lines to drive the sale:
- “Blue really is your colour”
- “This is perfect for people with your build”
- “Just so you know, this is the last one left”
- “Great choice! These are really popular”
- “These are flying off the shelves in Paris right now”
These are examples of evidence selection:
Picking the right reason for you to buy a certain item. The more relevant the evidence is to your personal situation, the more powerful it becomes.
You’ll almost certainly be employing these techniques on your site, but to what end? How contextually aware are your product recommendations? Are you drowning your site in evidence selection, or are you able to discern which strategies are most applicable for the sale shopper vs. the gift buyer?
If you’d like to get intimately personal with these concepts, here is the 'Merchandising in the Digital Age'. Enjoy.