Download - Online retail merchandising 2016

Digital Marketing Priorities 2016 Brought to you by:

Merchandising in 2016 – The End of Online Equality?

Chris JonesConsultant @ Redsock.biz

Not all channels are equal. Mobile First has a corollary: Desktop Second. And not all products are equal - brands are fighting back. They’re hiring ex-retailers to change their former employers’ List-Curate-Automate approach. Find out what the “end of online equality” means in practical terms for online merchandising in 2016.

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Agenda (About me) Perceptions of online merchandisers Mobile first, not just mobile equal Brands & suppliers: awake! What this means for online merchandisers

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About me

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About me

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Defining Online Merchandising

Taking the customer from landing to add-to-cart

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Perceptions for 2014?Digital Marketing Digital Merchandising

Trading

Listing

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Perceptions for 2016!Digital Marketing Digital Merchandising

Trading

Listing

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2014 or 2016 where you are? Which of the previous pictures represents how your digital

merchandising function is regarded?

A) Feels like 2014 from back where I am B) Feels like 2016 here already C) It’s probably 2016 out there, but not where I work! D) Here in 2015, we’re in transition from 2014 to 2016 E) Don’t know

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Rise of mobile is well documented

http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

Smartinsights IMRG

http://www.imrg.org/imrg-capgemini-quarterly-benchmarking-may-to-july-2015(Mobile includes tablets in this definition)

http://www.imrg.org/imrg-capgemini-quarterly-benchmarking-may-to-july-2015



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We know behaviour is different on mobile…

NY Times Avg Pages per Visit

Avg Session Duration

Mobile 2.55 1 min 43sDesktop 3.58 17 mins 31s

Amazon Avg Session DurationBlended Mobile

4 mins 38 secs

Desktop 8 mins 35 secs

Mobile is about immediate impressions, headlines not details……and we may not even be really concentrating on it

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We know behaviour is different on mobile…

NY Times Avg Pages per Visit

Avg Session Duration

Mobile 2.55 1 min 43sDesktop 3.58 17 mins 31s

Amazon Avg Session DurationBlended Mobile

4 mins 38 secs

Desktop 8 mins 35 secs

Mobile is about immediate impressions, headlines not details……and we may not even be really concentrating on it

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We know behaviour is different on mobile…First impressions are typically emotional impressions. We save the rational analysis for later (on our PCs), where we can see more detail and depth

Right brain

Left brain

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Lip-service paid to “mobile first” mantraYet we implement mobile onto retail websites as an equal to PC

rollover

Left brain Right

brain

Left brain

Mobile First? PC Second?

Screenshots from houseoffraser.co.uk

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Change is coming in 2016

Left brain

Right brain

Screenshots from marksandspencer.com

1) Driven by retailers themselves

Mobile First PC Second

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Change is coming in 2016: True Mobile First

Left brain

Right brain

Screenshots from marksandspencer.com

1) Driven by retailers themselves 2) Driven by the brands and manufacturers that supply them

Mobile First PC Second

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Brands wake up to Digital… and not just for marketing

2015

2014

Brands are hiring retail expertise. Not to sell D2C, but to work with

their retailers; and including Merchandising in the skills mix

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Brands wake up to Digital… and not just for marketing

2015

2014

Brands are hiring retail expertise. Not to sell D2C, but to work with

their retailers; and including Merchandising in the skills mix

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Offline, they’ve long understood retail merchandising…and been prepared to pay for better placement/presentation!

Photo in House of Fraser

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In 2016, we can expect this to arrive online in force…and “equal treatment” of products/brands to be challenged

Screen clip from houseoffraser.co.uk

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“Automation” equality could be strongly challenged

With brands insisting on some more control over

such behaviour Screen clip from houseoffraser.co.uk

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And much more attention paid to relative prominence

Screen clip from houseoffraser.co.uk

And therefore with an interest in how this can

be influenced on your site

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Particular focus on “generic” terms

Screen clip from tesco.com

…Because these are a sign of a brand-agnostic

customer who can be “won”

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Where are your brands? Are your brands/suppliers already involved in more detail

in your site than merely banners and promotions?

A) Yes, they are into the details B) Banners and promotions, yes, not otherwise C) They pretty much leave this up to us D) Yes in store, but not yet online E) None of these

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Roles for 2016!Digital Merchandising

Trading

Listing

Stronger relationships with buyers Rainmaker role, as suppliers/brands

more willing to pay “not to be equal” In A/B-testing, suppliers/brands will

want to be in the “A” outcome group!

Automation solutions will need much more guidance

Categories and sub-categories will need much more specific curation

The product-specific intensity of in-store visual merchandising will need to be more strongly replicated online

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Summary – questions please! Mobile first means mobile

different Left-brain/right-brain

merchandising goes online Brands & suppliers: awake! Generic becomes a fight for

priority Online merchandising more

prominent in trade-terms More management of

automation solutions Retail is detail!

http://goo.gl/c9ykoj Benchmarking tool for brands

to measure how their retailers merchandise them online

…or for retailers to understand what opportunities they have to leverage brand interest

Also see: http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

http://www.smartinsights.com/ecommerce/merchandising/online-merchandising/

http://goo.gl/c9ykoj

http://goo.gl/c9ykoj










Download - Online retail merchandising 2016

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