Businesses today are always looking for new and innovative ways to market their products and services. One such way is through digital merchandising, which is the use of digital platforms to sell or promote products or services. It can be used to create an online store, showcase products, or even run marketing campaigns.
What is digital merchandising?
Digital merchandising is the process of using digital channels to promote and sell products or services. This includes using websites, media, and email marketing. Companies use digital merchandising to connect with customers and create a connection with the products or services they offer. It often involves the following:
- Product display: This is to show off products or services. This can be through photography, videos, and other digital assets like infographics.
- Product placement: Place products in the best location on the page considering eye interactions to maximize sales.
- Image creation: Use attractive and high-quality images to capture customers’ attention.
- Branding: Ensure brand is consistent and recognizable throughout all digital channels.
- Content: Provide the right amount of qualitative and quantitative information about the product or services.
Why is digital merchandising important?
Display a wide range of products
Digital merchandising allows you to show off a wide range of products and services. This can be especially important if company operates in multiple locations or offers a large product line. For example, if you sell products online, you can use digital merchandising to showcase entire product line and accessories and related products.
Hook customer’s attention
In the past, customers would pick up a brochure or catalog and flip through it to do their research, but digital merchandising is used today instead. It allows them to view products from anywhere at any time with just a click of a button. This can help hook the customer’s attention and increase chances of making a sale. For example, if you’re selling a product, you can use videos to show how it works and its benefits.
Make buyers out of browsers
With digital merchandising, you can make buyers out of browsers. Often, people will visit a website or social media page but not buy anything. With digital merchandising, you can use retargeting to show them ads for the products they are interested in. This can help increase conversion rate and make more sales.
How to create a successful digital merchandising campaign
One of the most important things to consider is how to make website or social media page feel like a personal experience. If you can do this, you can hook customers and increase sales. For example, you can add a welcome message, add a photo of the person who’s in charge of customer service, and include information about the products that customers have viewed.
Leverage data and information to serve customer better
Today, customers expect to search for products online and have them delivered right away. However, if you don’t know what customers need, it can be hard to provide the right products or services. Use data to understand their needs and find ways to serve them better. For example, you can use traffic data to understand what products customers are looking at on website. This will allow you to create a more targeted marketing campaign and increase sales.
Find out what’s popular in target markets
To create digital merchandising that works, you need to know what’s popular in target markets. You can do this by researching the internet or by talking to customers. Once you understand what’s popular, you can create content and products in demand.
Keep the relevant product available
When customers look at products, you want to make sure that the relevant product is available. This means having the product in stock and making it easy for them to buy. You can also use digital merchandising to show related products that might interest the customer.
Learn to stay ahead of the game
Staying ahead of the game in today’s market requires a lot of knowledge and insight. You need to keep on top of new digital merchandising trends, understand what customer desires, and make sure you've got the right product for them. It's also important to stay current with any changes in digital algorithms and marketing best practices or requirements. This can be challenging, but it's important to keep in mind if you want to stay successful.
Give extra value aside from products
Customers are always looking for value. This can be in the form of a sale, free shipping, or a discount on their next purchase. You can give extra value to customers by providing add-ons that are related to products. This can also be done in the form of a digital download, video tutorial, or an E-book.
Make searching and filtering merchandise user-friendly and easy
It's important to make website searchable and easy to filter. This will help customers find what they're looking for without getting overwhelmed by too much information or frustrating them with difficult-to-use search functions. In addition, by providing great customer service, you can both improve the shopping experience and increase revenue. For example, you can add an FAQ page or an online support team.
Convert browsers into paying customers with clear Call to action (CTA)
Even if customers are browsing website, it's still important to get them to take the final step and buy. An easy way to do this is by adding clear CTAs to products that describe what customers will receive when they buy the product. If possible, add a sense of urgency into the process (such as special deals) and make it simple to pay. Ultimately, it would help if you gave customers an easy way to buy product or service.
Boost impact with digital merchandising
By understanding what's popular, leveraging data, and using great design, you can increase sales and create a better customer experience. It's also important to keep in mind how you can use digital merchandising to give extra value to customers.
Ollen Group is a leading retail consulting firm in the Middle East & Africa region (MEA) offering consumer products consulting services with turnkey solutions from strategy to execution, as well as design & supervision. Our expert consultants will help your through your journey.
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