First impressions will always matter in purchasing decisions - including in online sales. When a customer views a product online, they decide whether to click within the first few seconds. Research indicates that as much as 94% of first impressions are based precisely on the visual perception of the offer. An interesting photo, the way products are presented, and the page layout can determine whether a user buys from you specifically.
The art of the "first impression" is the domain of merchandising - get to know the product presentation and sales-growth strategy that we successfully implement in e-commerce.
Table of contents
- 01 What is Merchandising?
- 02 What are the goals of merchandising?
- 03 How does classic merchandising differ from online?
- 04 How to implement merchandising in e-commerce?
- 05 Summary
01 What is Merchandising?
Merchandising is the set of all marketing and sales activities aimed at presenting a product in such a way that it increases the appeal of the assortment in the customer's eyes and makes the purchasing decision easier. In a traditional store, this involves managing a product's image through:
- appropriate placement of products on shelves,
- thoughtful displays,
- attention-grabbing promotional materials.
In e-commerce, merchandising takes a digital form: it's the category layout, the look of product cards, recommendations, filters, and labels such as "Bestseller" and "New".
02 What are the goals of merchandising?
The main goal of this strategy is to increase sales and maximize the store's profits. However, merchandising activities fulfill a range of different tasks:
- Making the choice easier for the customer - an intuitive category layout and clear filtering shorten decision time.
- Building the shopping experience - the aesthetics of the page and products evoke positive emotions and a sense of trust.
- Strengthening the brand image - a consistent visual identity and communication increase recognizability.
- Promoting selected products - highlighting new arrivals, bestsellers, and seasonal products, allowing you to increase the visibility of specific parts of the offer and promote them.
- Guiding toward a decision - a well-presented product more often ends up in the cart.
03 How does classic merchandising differ from online?
Industry research indicates that customers making purchases online respond strongly to visual stimuli. A larger number of photos translates into almost a 2x higher conversion rate, and high-quality, attractive graphics determine whether a user clicks on a product at all.
That is precisely why the presentation of the offer - merchandising - plays such an important role in e-commerce. It affects not only the first impression, but also customer trust and the completion of the transaction.
04 How to implement merchandising in e-commerce?
An online merchandising strategy requires a comprehensive approach. At Persooa, we make sure the entire process is implemented correctly - from data analysis, through selecting the right tools, to optimizing the results.
In practice, we help manage the data being collected, implement tools for its effective analysis, and use AI to understand your customer - their motivations, goals, and behaviors. We will advise you on the right strategy to help increase sales and ROI in your e-commerce.
What does e-merchandising cover?
To improve product presentation in an online store and increase sales, you can reach for a range of different tools:
Category layout and navigation
This is the logical division of products into categories and subcategories, visible filters and sorting (e.g. price, size, color, popularity) - all the activities that make it easier for the customer to reach the offer they are interested in.
Product presentation
High-quality photos, various angles, the ability to zoom, descriptions that answer the customer's questions, adding video, labels such as "bestseller", "new", "sale" - these are the elements that in e-commerce correspond to the arrangement of a product on display in a brick-and-mortar store.
Cross-selling and up-selling
This is a powerful tool in online sales, thanks to personalization and tailoring the offer using artificial intelligence. Recommendations like "customers also bought", suggestions of a richer version of a product, and offers encouraging the purchase of several items are simple cross-selling and up-selling strategies that translate into an increase in cart value.
Homepage and landing pages
The look of the homepage is like a display window in a brick-and-mortar store. It should be tidy and encourage visitors to go further. Banners with current promotions, highlighting seasonal collections - it's worth making sure their appearance grabs attention and inspires trust. Persooa will help you optimize this, as well as other aspects of your store, through A/B testing and data analysis using AI.
Cart and checkout
Additional recommendations of complementary products, clear steps in the purchasing process, and many payment options are activities that streamline the transaction-completion process and reduce the number of abandoned carts.
Personalization
Using data about user behavior to display tailored products is an everyday reality in e-commerce today. It is worth, however, taking care of the quality and integration of the data, so that recommendations can respond more accurately to customers' needs.
Check out also how AI is currently used in business: optimization, personalization, and automation using artificial intelligence.
05 Summary
Merchandising is the art of presenting a product in such a way that the customer immediately sees its advantages. It is a comprehensive strategy that makes purchasing decisions happen faster and the whole experience more pleasant, smooth, and intuitive.
In e-commerce, shelves and displays are replaced by photos, category layout, recommendations, and offer personalization. It is precisely these elements that shape customers' emotions and determine whether they will complete the purchase or abandon the cart.
If you want to effectively implement e-merchandising and increase sales in your store, get in touch with the Persooa team. We will show you how simply you can guide the customer - from the first click to the completion of the transaction.