online retail merchandising 2016

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Digital marketing training for Arco

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. Theyre 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.

Digital Marketing Priorities 2016 Brought to you by:

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

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About me

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About me

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

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Defining Online Merchandising

Taking the customer from landing to add-to-cart

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Perceptions for 2014?

Digital MarketingDigital Merchandising

Trading

Listing

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Perceptions for 2016!

Digital MarketingDigital Merchandising

TradingListing

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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 amB) Feels like 2016 here alreadyC) Its probably 2016 out there, but not where I work!D) Here in 2015, were in transition from 2014 to 2016E) Dont know

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

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Rise of mobile is well documented

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

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

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We know behaviour is different on mobile

NY TimesAvg Pages per VisitAvg Session DurationMobile2.55 1 min 43sDesktop3.5817 mins 31s

Amazon Avg Session DurationBlended Mobile 4 mins 38 secsDesktop8 mins 35 secs

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

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We know behaviour is different on mobile

NY TimesAvg Pages per VisitAvg Session DurationMobile2.55 1 min 43sDesktop3.5817 mins 31s

Amazon Avg Session DurationBlended Mobile 4 mins 38 secsDesktop8 mins 35 secs

Mobile is about immediate impressions, headlines not detailsand 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 brainLeft brain

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Lip-service paid to mobile first mantra

Yet we implement mobile onto retail websites as an equal to PC

rolloverLeft 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 brainScreenshots from marksandspencer.com1) Driven by retailers themselves

Mobile First

PC Second

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Change is coming in 2016: True Mobile First

Left brain

Right brainScreenshots from marksandspencer.com1) Driven by retailers themselves2) Driven by the brands and manufacturers that supply them

Mobile First

PC Second

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

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Brands wake up to Digital and not just for marketing

20152014Brands 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

20152014Brands 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, theyve 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 behaviourScreen 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.comBecause 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 detailsB) Banners and promotions, yes, not otherwiseC) They pretty much leave this up to usD) Yes in store, but not yet onlineE) None of these

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

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Roles for 2016!

Digital MerchandisingTradingListing

Stronger relationships with buyersRainmaker role, as suppliers/brands more willing to pay not to be equalIn A/B-testing, suppliers/brands will want to be in the A outcome group!

Automation solutions will need much more guidanceCategories and sub-categories will need much more specific curationThe 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 differentLeft-brain/right-brain merchandising goes onlineBrands & suppliers: awake!Generic becomes a fight for priorityOnline merchandising more prominent in trade-termsMore management of automation solutionsRetail is detail!http://goo.gl/c9ykojBenchmarking tool for brands to measure how their retailers merchandise them onlineor 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/

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