Agile merchandisingThe everyday life of merchandisers - in 2015

Apptus: Guidance, Personalization and Optimization.

Marketers: generate traffic

• Search Engine Optimization (SEO)• Search Engine Marketing (SEM)• Social & Viral marketing• Display Ads & Retargeting• Public relations & Broadcasting• Brand management• Field marketing• Syndications & partnerships• Product & Brand Positioning

Merchandisers: monetize traffic

• Assortment and range planning• Pricing & terms of delivery• Product placement & spotlighting• Onsite sales and check out chain• Promotions, Campaigns and Deals• Segmentation & personalisation• Loyalty marketing• Cross & Up selling• Followup and optimization

Organizing digital marketing in one slide

User Experience: Retention

• Visual layout• Findability• Ease of use (cognitive design)• Customer service design• Storytelling, reviews and referrals• Product demonstrations & advisory• Right-time marketing• Communication management• Mystery shopping

Closely related. But different animals!

Definition of merchandising

Assembling a variety of products available for sale and presenting those products in a way that stimulates customers to purchase.

Here is one way of doing it...

... and here is some more...

At the end of the day, sales is all about trust

Keep it:

1. Simple

2. Correct

3. Relevant

Anchovies

Beers

ChipsDiapers

Egg

What conversion will I get if I put

this here?

Will I lose conversion

because of putting this here?

What would convert better on this spot?

How opinions are like belly buttons to merchandisers...

The CEO: ”our competitor have grown by 25% this year. What are they doing that we are not?”

The CTO: ”you can choose between the new campaign tool you want or the A/B tests you ordered. I can have one of them ready in 6 weeks.”

The CFO: ”I’m not sure the results from the last A/B test are comparable nor usable for this investment. The weather conditions were not the same.”

The CMO: ”I bet you that free shipping will beat targeted coupons any day of the week.”

The Janitor: ”We should have big buttons. Red ones!”

The everyday life of merchandisers - 2012

• Innovate

• Evaluate

• Implement

• Measure

• Optimize

• Gut feeling

• A/B test

• Call on IT

• Analytics

• All of the above

• 1 hour

• 2 weeks

• 2 weeks

• 1 week

• Go to start

Gekås - Ullared

50 cashiers

3 check-outs per sec

CDON: 30 orders per sec

The shortcomings of merchandising in 2012

•Too slow•Too uncertain•Too vulnerable•Too costly• Too NOT lean!

Tyson Gay

Second fastest human in the history of 100 meters

He washed his cottage cheese

He clocked himself

Let’s define Agile Merchandising:

• The ability to create, manage, monitor, measure, maintain and optimize digital marketing initiatives

• at the minimum of time

• with the minimum of merchandising resources

• accross all channels

Cockpit

Boeing 747

Fly on earth

Operative controls: 257

Cockpit

Space shuttle

Travel in space

Operative controls: 82

Personalizing Search & Faceted Navigation

Optimize panel order

and personalize results in each panel

Same with Faceted Search

Detaching marketing from IT - Panels and Zones

Zone

Automatic optimization of panels

Recommendations on product details page

eSales optimizes products to be shown

in every panel

And presents the panel most likely to

result in saleRecommendation zone

eSales Manager

Toolkit for merchandisers

Folder-like systemDrag and drop

The future of merchandising

Merchandisers supervise. Computers operate. Not the other way around!

Site overlay with conversion ratesSite summary and

details reportSearch statistics with suggestions for

improvement

Agile merchandising. Once again.

• The ability to create, manage, monitor, measure, maintain and optimize digital marketing initiatives

• at the minimum of time

• with the minimum of merchandising resources

• accross all channels

THANK YOU!mmo@apptus.com, 0701-664102