Provide relevant information (sizes and colors, prices, etc.
Create a memorable, frictionless shopping experience
Forecasting and highlighting consumer trend information
eCommerce merchandising basically means that your store is designed to help customers navigate the buyer’s journey.
Why eCommerce Merchandising is Important
You might conclude that eCommerce merchandising simply involves making things look good.
It’s much more.Modern eCommerce merchandising uses a combination of data science and art.
The way your products are displayed in your store can make or break your customer’s conversion rate.
For an example, consider the last time that you went to a thrift shop.
It was probably something like this.
Contrast that with the experience of shopping in an Everlane store.
Although I am not a psychic, I would say that there is a significant difference in the way you perceive these experiences.
Here’s the truth: You can create the same emotions by how you merchandise your online shop.
Check out Everlane’s webshop, which has the same minimalist, organized feel as their website.
It’s quite impressive, right?
You can take control of the perception of your brand with great eCommerce merchandising.
More importantly, merchandising is a key component of your site’s ability convert visitors into buyers and increase revenue.
A sale is possible when you present the right product to the right person at the right time.
Large companies often have eCommerce merchandisers who work closely with the buying teams to forecast trends, plan stock levels, and monitor performance.
You don’t necessarily need a merchandising staff if your business is smaller.
Let’s get started and discuss strategies that will cover all bases and allow for maximum results with minimum effort.
8 Ways Everlane does eCommerce Merchandising Right
Digital merchandising works via other elements, unlike a physical store, where your merchandising pieces are your storefront, signage and shelving.
Your primary merchandising element in eCommerce is your:
Product Photos & Media
Let’s take a look at Everlane’s merchandising strategies, and some examples to help you optimize every step.
1.Tell your story on the homepage
Your homepage is likely to be the first place that your visitors go.
It is important to make a good impression.
Your homepage is your digital storefront.Here you can visually and verbally communicate your value proposition.
Everlane’s brand is big and bold, with its lifestyle imagery.
You instantly get the feeling that this brand is minimal, understated and progressive. This set of ideals resonates with their target audience.
They cleverly placed several collections and products below the fold to encourage visitors to explore the brand (not that these are the most trendy products on the site).
They don’t stop there.Scroll down to see Everlane’s mission statement.
Everlane is a brand that stands out in a world of fast fashion, unethical manufacturing and sloppy marketing. They make clothes that last and are made without causing harm to the environment or people who made them.
Everlane’s combination of attractive photography and clear storytelling makes it stand out from other larger retailers such as Zara or H&M. This gives customers a reason to shop.
Key Takeaway Everlane’s homepage is a story about sustainability, minimalism and style.Is your homepage empowering customers to tell the story they want?What visuals and copy can you use to best represent your brand?
2.Choose a Color Palette
A color palette is a set of colors that you use to make a page in eCommerce merchandising.
Color is without a doubt one of your most powerful tools to unify products, collections, and the spaces surrounding them.
A color combination that is right can make a difference in your customer’s mood, attract attention, and influence their behavior.
Here’s Everlane’s December 2019 homepage. Take a look at the cozy autumnal-esque color palette they have chosen to suit the seasons.
The background colors make the product colors pop more, and complement each other.There is no clashing.
Don’t be discouraged if you aren’t a master at color mixing.To whip up a palette quickly, you can use tools like colors.
You might also want to take the time to learn color theory to elicit the right emotions in your customers.
The Key Takeaway Colors have a profound impact on how customers perceive your store, and can even influence their actions.A palette that is appropriate for your target audience (e.g., beard oil customers and pink) will elevate your products and collections.
3. Create Amazing Product Collections
Customers are invited to explore a collection or a range of related products.
These are a great way to make your customers feel at ease in your store, help them find new products, and increase revenue through complimentary items.
Search engines can also deliver customers precisely where they want to go if you optimize your collection with the correct meta-tags or titles.
It is obvious that collections such as’mens, ‘womens, and’sale are useful for shoppers.Don’t be afraid to create other collections that are not as common.
Everlane offers eye-catching collections such as ‘The 90’s Cheekyjean’ and ‘New Colour Drops’ that will pique the interest of their customers.
There are two collections that can work for every brand: a best-sellers’ and a new arrivals’ collection.
The ‘Best Sellers’ collection provides social proof, giving new shoppers the confidence and motivation to order what other shoppers love.
The ‘new arrivals collection’ gives existing customers an opportunity to view your latest products and choose their favorite.
Your most loved collections should be prominently displayed, just like in physical shops.To entice shoppers to your store, place them prominently on your homepage and navigation.
The Key Takeaway – Collections allow shoppers to easily browse through your product catalogue and find more items they are interested in buying.
4.Navigating is a breeze
Excellent eCommerce merchandising makes it easy to browse your store.
74% shoppers say ease of searching and browsing is the most important factor in choosing a website.
Everlane has organized their store so that it is easy to find what you are looking for.
You can view the other collections in the left-hand panel of every page.
You can also use the search function to find exactly what size or color you are looking for.
These elements are combined to create a seamless shopping experience that allows customers to easily find what they want.
The key takeaway: You need to organize your website’s navigation so that visitors can find what they are looking for no matter where they land.Use product tags and add a search function.
5.Provide personalized recommendations
eCommerce merchandising offers the greatest advantage: you can use data to provide a more personal experience.
Everlane’s recommendations are simple: they simply suggest complementary products on the product page.
Another great tactic is for shoppers to show other shoppers what they are interested in.
Everlane achieves this by including a section entitled “People who purchased this item also bought” at the bottom on the product page.
To maximize your conversions and order value, you can also add this section on to your cart page and Thank You page.
The Key Takeaway – Use AI to replace shopping assistants and recommend products, as well as cross-sells that will increase your cart value.
6.Video of Leverage Product
Digital merchandising is all about great product photography.
Everlane goes one step further by creating short product videos.
Conversions can be boosted by product videos.
Zappos, a shoe company, found that sales rose between 6% and 30% when they added video products to their website.
It makes perfect sense when you consider it: in a shop, you can touch a product and feel it.Images are not as luxurious.
Videos can build trust between your brand & the shopper, remove customer doubts, increase conversions, and lower the number returned orders.
This is without a doubt the easiest way to improve your eCommerce merchandising skills.
The key takeaway is to add videos to give customers an even better idea of how a product looks/performs in real life.
This course is not specific to eCommerce, but it will help you understand merchandising in general.This course provides a great introduction to merchandising terminology and jargon. It also covers concepts that can be used online and offline.
Get Forth & Merchandise Like A Pro
It’s important to consider how you can be different from your competition in an eCommerce market that is crowded.
Killer eCommerce merchandising provides a branded experience for buyers, increases conversions and encourages customers return.
We’ve used Everlane to illustrate some tried and true digital merchandising strategies in this article.
We’ve recapped that merchandising is…
Your homepage and store will tell your story. Use imagery from your brand and copy that speaks to your ideal buyer.
Attractive collections that show your products in their best light and encourage customers below the surface
Streamlined navigation: Customers don’t have to click three times to get to where they want.
To maximize cart value, recommend complementary products, bundles and cross-sells.
To increase trust and credibility in your store, use testimonials
Keep in touch with your customers, seasons, suppliers, trends, and adapt your merchandising strategy accordingly.
These are just a few of many strategies in eCommerce merchandising.
These will make you stand out from the rest if you are just beginning.
Remember that the goal of the game is for you to have a more enjoyable, personalized and memorable shopping experience.
This will result in a natural increase in revenue and retention.