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Super-charging eCommerce performance for fashion retailers
In the competitive world of e-commerce, effective online merchandising is essential to drive customer engagement, boost sales, and foster brand loyalty.
In this blog post, we will explore nine effective merchandising strategies that can help drive ROI and keep customers returning:
With 63% of consumers stating high-quality product images are more important to them than product descriptions, it’s safe to say that good quality visuals are the cornerstone of successful online merchandising.
Invest in professional photography that showcases your products from multiple angles and provides accurate representations of their features. Consider incorporating a few lifestyle shots to enable customers to envision themselves using/ wearing your products.
To sit alongside your static images, consider creating dynamic product videos to highlight key features, demonstrate functionality, or showcase product usage.
44% of consumers said they would purchase more products from an ecommerce website that features product videos and 58% stated that it builds trust and loyalty with the brand.
By analysing customer behaviour, browsing history, and purchase patterns, you can offer tailored recommendations that increase the chances of cross-selling and upselling.
The easiest way to weave personalised product recommendations into your strategy is to use a platform or tool, like Advanced Commerce, which can be implemented on product list pages, search results and even the basket page.
Effective product grouping enables customers to discover complementary items easily. Implementing filters, categories, and collections based on customer preferences and purchase history helps customers find products that align with their interests. This strategy can increase average order value and encourage customers to explore more of your inventory.
Used mostly across the fashion, accessories and beauty industry, incorporating virtual try-on experiences can significantly enhance customer engagement, higher average order values and ultimately, reduce returns.
A few examples of brands using augmented reality (AR) or virtual reality (VR) technology include Specsavers, Mac Cosmetics and Farfetch.
User-generated content (or UGC) builds confidence in your brand and products, especially during the current cost of living crisis where we are seeing customers making more considered purchases.
Display customer reviews (especially with any product photos they’ve taken,) ratings, and testimonials alongside product listings to build brand loyalty, trust and provide social proof.
Optimize your call-to-action (CTA) buttons to drive conversions. Use persuasive and action-oriented language, such as "Add to Cart," "Buy Now," or "Shop the Look."
Experiment with button placement, colour, and size to ensure they stand out and guide customers towards the desired action.
Over the last year its estimated that 56% of all online sales came from a mobile device – with that number increasing year-over-year so it’s critical that your merchandising strategy is optimised for mobile devices.
Be sure to simplify navigation, streamline the checkout process, and optimise images and videos to load quickly on mobile devices.
Keep your online store fresh and engaging by regularly updating visuals to reflect seasonal themes, holidays, or special promotions.
By creating relevance, you can attract customers' attention and entice them to explore your offerings. Consider incorporating banners, overlays, or homepage sliders to highlight limited time offers and discounts.
We love this example from Fenwick to coincide with the Barbie movie release on July 21st 2023:
By implementing these nine strategies, you can create immersive shopping experiences that increase conversions, create an easy shopping experience and strengthen brand loyalty.
Remember to continuously analyse customer data, adapt your strategies, and stay ahead of emerging trends to maintain a competitive edge in the ever-evolving ecommerce industry.
