Everlane – eCommerce Merchandising: Eight Simple Tips You Can Learn from Everlane

eCommerce merchandising has been terribly underrated.

It’s like an online shophopper walking around your store.

This means that they cannot see the layout of your store, can’t hold your product, can’t interact or communicate with staff, and there is no music.

In other words, customers only need to see what you have on their screen.

This is where eCommerce merchandising’s science and art come in.

Modern entrepreneurs must learn how to maximize the potential of great merchandising.

There are so many merchandising techniques out there, how do you know which one works best?

This post will discuss eight simple merchandising strategies used in D2C fashion brand Everlane.

Everlane’s success can be attributed in part to their amazing eCommerce shopping experience.

Let’s first answer two important questions before we move on to the main points: What is merchandising and why is it important?

What is eCommerce Merchandising?

Ecommerce Merchandising refers to the presentation of products, brands, and categories online in a way which maximizes sales.

These are the basic principles of eCommerce merchandising:

  • Customers will find it easier to self-select the best products.
  • Help with coordination and accessorizing via cross-sellingupselling
  • 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:

  • Homepage
  • Categories
  • Navigation
  • Search Box
  • Product Photos & Media
  • Product descriptions
  • Recommendations

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 co lors.

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.

Learn more:

See also  How to create a Shopify Marketing Strategy: This is the Ultimate Guide

7. Add social proof

One happy customer is enough to make a marketing army. You just need to let customers tell others about how amazing you are.

Over 90% of customers believe product reviews are helpful in making a purchase decision. Social proof should be sprinkled liberally throughout your website.

Everlane’s homepage has a slider with brilliant reviews and links to purchase the products.

They also include product reviews and star ratings on every webpage – which you absolutely must have.

You can also add social proof to your website by curating user-generated content via an Instagram account.

Everlane also has a collection page where customers can leave reviews. This is a clever way for users to decide if a product is right.

The Key Takeaway: In the absence of shop assistants or friends to share opinions with, testimonials and reviews fill in the social gap that shoppers need to make purchases.

8. Keep up to date with product trends

Predicting trends is a key part of eCommerce merchandising.

Salesforce estimates that 50% of consumers will consider switching brands if they aren’t anticipating their needs.

You will need to adapt your website to accommodate seasonal periods such as Christmas, Summer and Fall, assuming that your products are seasonal.

It is equally important to capitalize on emerging trends in your niche. Everlane, for example, recently introduced a new line of women’s jeans called “90s Cheeky Jeans”.

You can see the rise in demand for jeans 90’s style over the past 12 months by going to google trends.

Keep up-to-date with industry news.

Do not underestimate your audience. Often, the best way for you to find trends is to ask them about their favorite products.

It can be a great asset to have a strong relationship with your manufacturer or supplier. They’ll often be able to keep an eye on what’s hot and what’s not.

Key Takeaway – Catch the trends early and market your site accordingly. Display trending products and collections where customers will find them.

5 Useful eCommerce Merchandising Tools

Merchandising can be made easier with the right tools These five merchandising tools will help you get started.

1. HotJar – Heatmaps & Analytics

Hotjar, a tool for behavior analytics, allows you to see where your customers are scrolling and clicking on your site so that you can make adjustments accordingly.

HotJar can help you discover if a collection is too far down the page. Only 10% of users scroll that far.

To learn more about the behavior of your customers in your store, you can record their individual journeys – a great tool for any merchandiser.

2. Wiser Personalized Recommendations

Wiser is an app for Shopify that allows you to make personalized recommendations.

It makes use of powerful algorithms to analyze customer data and determine which products are most likely to be recommended to customers.

Shopify-based merchants should also have features such as the “Frequently bought together” widget and the “Thank you page recommendations”.

3. Boost Commerce Product Filter & Search

Product Filter and search is an app that allows your customers to easily filter, search, and navigate your website.

It features an intelligent search function, detailed analytics dashboard, and gives insight into what products customers are searching for.

It will also allow you to identify the most popular products and make merchandising decisions based on your search queries.

4. Loox Product Reviews

Loox is a popular Shopify review app.

It allows you to turn your customers into marketers through automating your review collection.

This is a must-have for merchandisers who want to increase conversions, trust and credibility.

5. Pixc Editing

Beautiful product photography is essential for merchandising.

Pixic allows you to easily access professional-level editing at a low cost, pay-as–you-go price.

It can be used to transform images quickly – remove background, add shadows naturally and create consistency throughout your store.

Check out these eCommerce Merchandising courses to learn more

We’ve already covered the basics of eCommerce merchandising, and given some tools.

These tactics can help you deliver a better customer experience and increase profits for your bank.

Here are some courses that will help you learn more about merchandising.

1. Designing Your Online Store with Zero Design Experience

Shopify’s handy course covers all aspects of store design. This course teaches you how to create an attractive online shop if you’re inspired by Everlane’s design.

2. Introduction to Strategic Store Material

Another Shopify course will teach you how to create content that leads customers down the buyer’s journey. If you are serious about improving your merchandising skills, this course is a must.

3. Product styling for higher revenue

This Skillshare course teaches you how to style products that tell your brand story and encourage customers to buy. This course is a great choice if you want to create product photos that convert.

4. Fast Track Retail Buying & Merchandising on Udemy

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.

Article source: https://www.reconvert.io/blog/ecommerce-merchandising/