Online Merchandising Techniques
Q: What are some merchandising techniques I can use to optimize the online shopping experience for my customers?
Neal Kaiser: A good e-commerce platform will offer apparel retailers the tools necessary to provide customers with a great online experience. With dynamic merchandising tools, it’s easy to implement strategies that will engage your site’s visitors and turn browsers into buyers.
Here are a few things to keep in mind:
- Align your website’s search capabilities with real-world use so that all searches yield relevant results and not lost opportunities.
- Allow customers to quickly find exactly what they’re looking for using filters.
- Empower customers to see exactly what a piece of apparel will look like by enabling Swatch Control capabilities
- Utilize a “parent/child” product structure so that customers only have to visit one place to find their desired item in their size and preferred color.
- Ensure that your sizing charts are easy to find and easy to use. If you sell in different countries, make sure the chart reflects sizing conventions accurately for each country.
- Create numerous product images and rich media to display items from many perspectives or while “in use” by others.
- Offer outfit bundles to make ordering an entire look quick and easy. Also consider a mix-and-match feature to let customers browse an array of combinations and pick their favorite to purchase.
- Consider developing a look book that customers can browse like a catalog, providing them with style inspiration and grouping items together as they might appear in an in-store displays.
Options for apparel merchandising may seem overwhelming, but it doesn’t take much effort to put a little polish on product pages and improve your online sales. Read more about these online merchandising techniques on the Upshot Commerce blog.
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