When a query typed by shoppers gives multiple products, then the segregation of those product attributes helps the shoppers to make a relevant choice. So, if a shopper comes to your site and searches for ‘phone,.’ What a generic request, right? But it becomes extremely easy if your site provides product attributes as ‘filters.’ The filters are:
And the shopper simply goes to price and selects between 35000-50000 price range and the brand ‘Samsung.’ The shopper is sorted. The multiple attributes simplified his journey; they can now scroll through the products and place an order.
Whenever ‘Floral Shirts’ was searched by the people, the maximum number of them always searched for M size. So, as a merchandiser, you set a filter to size M whenever anyone searches for ‘Floral Shirts’. In this way, you distinctly reduced the number of steps for a shopper to shop!! Eventually, shortening the path to purchase.
Slotting manifests a specific set of product categories at the defined slots. We have often seen this as a merchandising trick to place your brand products specifically at top slots to promote self-brands. This is how slotting proves feasible.
Capture your top row on the display page with your brand’s products. As you scroll down, create slots of other brands, and further down, let the ranking settings play the game and adjust the products. Peter typed ‘almonds’ on the Amazon site where he saw ‘Solimo’ (an Amazon merchandise) branded Almonds on the top row. And as he scrolls down, he also sees a varied distinction of Almonds.
Slotting ensures diversification. When sites create slots, they show the variety of products they carry and do not just overpower the search results with their promotion.
If people search for Almonds, the first slot shows your brand of Almonds, the second slot displays other brands of almonds, and the rest slots are left to be displayed based on the product rankings. Better the ranking, the better the product shows on the third slot.
How eCommerce sites differentiate their shoppers depends a lot on their marketing strategy. These banners are images with a clickable link that redirects the shoppers to another page where they can shop wishfully.
To promote a certain upcoming product, festival, sale, or anniversary, you have to make flashy images that act as banners on the top of your site.
Use Case: It is the Ironman season, and all people can search on your site are running shoes, sports t-shirts, and accessories. Your diversified eCommerce site displays products for all brands. You decide to create a banner exclusively for the upcoming sports season with the ‘Ironman’ theme. People are intrigued and elated to find all sports accessories on one page. Banners indeed made everyone wander around your site!
Be it a festival, an occasion, or an upcoming sale, we need a dedicated page exclusively for all the related products in one place, and that one place is called the landing page. So often, when we see eCommerce sites flooded with festive feelings, they promote their products by creating sale banners and landing pages.
It is January, and the Clearance Sale is set to come up across all the sites. You need to makeensuret the shoppers don’t get suffocateween the Sale options or the New items. So, you create a landing page for the sale items. When shoppers are redirected to it, they scroll through options between brands like H&M stealing the show with 70% or Veromoda offering 50% flat. While the shoppers who are barely interested in buying the sale items can scroll through the main page of your site hassle-free.
This segregation lets you deal with your shoppers in the most efficient way possible.
When to use these Merchandising Tricks?
The most significant difference lies in the structure of their use. Boosting is preferred when you want to promote something on the top search results of your site, like your own brand, popular products, or the recent ones added to the catalog. And banners are created when a brand wants to promote its products in one place or products must be displayed for a sale or occasion, which can mean a coalition of different brands.
But with slotting, you ensure the structure of your display page with the first slot of your brand products, the second slot created for other popular brands, and the third slot for random best-ranking products. Slotting can be best applied to the category list of products.
Let’s understand all three with a single example.
The iPhone is all set to launch its new product, XS. The iPhone wanted to promote XS even when a person searches for a Samsung phone (BOOSTING). iPhone also wanted to encourage all its phones before and during the grand launch, and therefore, your site created a banner with the ‘Grand Launch of XS’ (BANNER). When shoppers click the banner, they get to the landing page with all the iPhones and accessories in one place (LANDING PAGE). But even on the landing page, the way products must be+ displayed. So, you create the top slots with the newly launched XS (SLOTTING), the second slot with the recent model iPhone 8, and the other product slots appear based on the ranking.
This is how we segregate our merchandising techniques to improve the search results and let the shoppers rely on your site for the best shopping experience!
- Boost the high-earning brands and the new ones that are gaining popularity. Vary the inventory list concerning locations. For example: When winters in the US boost wintery jackets for their markets but at the same time bury them for Indians.
- Create banners and landing pages for occasions that mark high order value. Create slots on landing pages and ensure full scale out of stacked-up inventory during these times.
- Proper A/B testing from time to time can ensure a change in the merchandising techniques if at all needed.
- Try to make autosuggestive solid keywords to balance out the techniques.
- To maximize the benefits of the application of merchandising techniques, add synonyms for misspelled queries, and autocomplete keywords.
How does Unbxd fit in?
Unbxd has a variety of merchandising techniques that can improve an eCommerce site’s life. Though we don’t have a customary policy to apply these techniques post-live or pre-live it is advisable if it is done post-go-live. In such a way, you get a breathing space to decide which products to promote, which filters to apply, or how to display them on the results page based on analyzing the site reports. Book a demo to know more about the merchandising console!