Merchandising is the set of techniques to highlight your offer to optimize your sales in physical stores. It also applies to your e-commerce site with the objective of increasing your conversion rate and boosting your online sales, we talk about e-merchandising. How can you make your shopping path attractive to increase user loyalty and turn them into customers ? What are the challenges and benefits of effective e-merchandising on your website ? Let’s discover together the best practices and tools you need to implement in your omnichannel sales strategy.

THE CHALLENGES OF E-MERCHANDISING

The purpose of e-merchandising is to align your sales strategy with your UX (User Experience) strategy so that your user has the best possible experience. It is necessary to arouse an emotion and interest in your visitor so that he wants to add your product to his shopping cart. E-merchandising allows you to direct your users to your valued products, to let them filter, compare or search and to offer them complementary and/or additional products with a fluid and fun shopping experience. On average, your users browse your website for two minutes, so it is important to capture their attention and offer them a memorable online experience.

BEST PRACTICES FOR COMPETITIVE E-MERCHANDISING 

A detailed and complete product sheet is essential to highlight your product and improve its visual presentation. According to a Hubspot study, integrating demonstration videos to product sheets would increase sales opportunities by 144%. This is a technique to use to promote certain products on your homepage for example. 

The centralization of product data is a step that should not be neglected to allow you to define product categories and thus define a display order on your website. For example, if a user searches for “Men’s Pants”, you can display the first results for the new range of pants or those on sale. 

A competitive e-merchandising will increase your sales if from the moment your user arrives until the final purchase, his path is fluid and attractive. Differentiation is a good thing, but some practices are rooted in the user experience: a search bar to simplify navigation, for example. The more you guide your user, the more pleasant his visit will be, which can convert him into a customer. 

An incomplete or poorly constructed shopping path will cause you to lose valuable sales. To prevent your users from quickly leaving your e-commerce site, think of checking these different points and proposing : 

 • A functional search bar  

 • A simple and fluid addition to the cart

 • A dedicated page that summarizes the products in the cart, prices and quantities 

 • A simple form for creating an account

 • A clear order finalization with different payment and delivery methods

 • An email confirmation of purchase and a personalized order follow-up 

 • An optimal UX experience

 • A responsive site: in 2021 80% of French internet users bought online via their mobile (source: FEVAD)

QUALITY E-MERCHANDISING W/SINFIN™ DXP

E-merchandising has a real impact on your conversion rate which is essential to your e-commerce. The Sinfin™ DXP platform will centralize all your product data to then integrate it into your e-merchandising, the navigation is fun and allows you to create multiple pages to create A/B Testing and check which ones work best. Thanks to the dashboard, discover your sales statistics and analyze the best purchase path to set up to increase your sales and build customer loyalty.

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