Category: eCommerce Site Search


Partial Match Search Results – Never say ‘No’ to your online visitors!

Posted on June 14, 2019 by


An online store should act no different from an offline store, within the purview of its capabilities.

Yes, when you step in at an offline store and ask for a ‘Black and white striped sleeveless dress’ and if it isn’t available, the salesperson will definitely suggest other closest matching dresses. This ability to suggest the closest alternatives is very important in eCommerce and is called a “Partial Match”.

As the user experience and customer expectations are increasing each day, online retailers cannot let go off the chances available for them. One such opportunity is to show products that closely match the search query if the search query does not exactly match products in the catalog.

What is a Partial Match?

Online visitors with intent to purchase prefer to search than browse on desktop or mobile. Visitors on mobile, have a higher inclination to search, as it reduces the time to discover products. Most search queries by these visitors are specific and might now always match the product catalog, Typically this would result in the dreaded “No results” page. On average, most retailers record 12% – 21% of “No results” across the total search volume. The percentage of “No results” also depends on the eCommerce vertical (Fashion, Home Decor, Jewellery, etc.,) served by the retailer.

No results for “Red long sleeve dress”

In the above image, the product catalog does not contain ‘pink cuckoo wall clocks’. Hence the system suggests other closest matching results such as

  1. Green cuckoo wall clocks
  2. Blue cuckoo wall clocks
  3. Orange cuckoo wall clocks
  4. Turquoise cuckoo wall clocks

These closest matching results are called as the ‘Partial Match Results’. Enabling Partial Match results can reduce the no results by around 30%.

How does ‘Partial Match’  improve conversion?

‘Partial Match’ reduces the percentage of No Results searches and increases the average number of products viewed per visitor online. Retailers who show partial match results instead of no results have recorded a Site Search conversion increase of over 27%.

At Tagalys, we are all about helping you get to the point where your eComm store becomes the preferred destination for your buyers. To know more about our solutions and their features, get in touch with us now.

 

 

Posted in eCommerce Site Search

4 Personalization Tactics To Improve Your eCommerce Sales

Posted on April 21, 2019 by


The problem with showing your customers generic product results is that you run the risk of pushing your customers towards decision paralysis – a significant portion of your visitors become frustrated that they cannot find what they’re looking for.

That’s exactly the problem that personalization helps to address. Personalization in eCommerce refers to the customization of a buyer’s retail journey to ensure that he/she finds only the most relevant product to choose from. Through personalized merchandising, you can use a user’s data and their previous behavior on your site to show them products relevant to their interests.

With the future of retail stores and online retail heavily depending on personalization, here are a few personalized merchandising strategies that you can follow to improve your Click Through Rates (CTRs), and therefore your sales.

 

1. Emailers

 

Companies which do not employ a personalized email strategy risk exposing their customers to generic products which may be of no interest to them. This can actually do more harm than not sending your customers any email at all.

A great way to ensure that your users keep coming back to your store is to send them personalized and relevant emails tailored to their interests. Engagement via email can include simple follow-up messages, or can introduce products the customer might be interested in, relevant offers and more.

 

2. Recommendations

 

With brick and mortar stores and early ecomm stores, customers didn’t have the luxury of an exclusive display of their favorite products, for obvious reasons. A “generic” experience rarely results in high customer satisfaction, as most stores discovered.

Today, online retailers have the capability to provide personalized recommendations on every page of your store, and even to sort search results to suit each of your customers’ unique tastes and requirements.

In addition to showing your users filters and sort options based on time of product arrival, cost, rating and brands, you can go one step further by showing them products they are more likely to find useful. By using this simple technique, you can help your users take faster and easier buying decisions.

 

3. Personal Stores

 

With most companies, personalization starts and ends with showing recommended products as described above. But to break the clutter and bring a whole new dimension to personalization, several leading ecomm stores now offer their customers their own online store.

A personal store typically consists of a dedicated page for individual users, displaying products they have previously viewed, and additionally, other products that are likely to be of interest to the user. This completely eliminates the virtual labor that your customers have to go through to find their way to the products that they are most likely to buy. Since time is of the essence to your customers, you are also helping them save time by making it easy for them to browse their favorite products. Amazon’s ‘My Store’ displays products each user has viewed and ones they may be interested in, in an exclusive personal page.

While setting up a personal store might seem like a daunting task, you can use powerful tools like Tagalys’ Personalized Product Sorting, which will help you automate the entire process. The tool uses machine learning to constantly improve its output and ensure that the personal store you create for your customers remains truly personal and highly relevant.

 

4. Notifications

 

Before push notifications, companies had to rely on newsletters and messages to catch their customers’ attention – both ineffective ways to get a user to re-engage with an online store after they have exited it.

With push notifications, you can give your customers a nudge about a new product in store, a limited period special offer, or a seasonal item that could sell out soon. The right products and offers can encourage your users to make immediate purchases – if your users know they exist.

Use available data to create user segments that work and push smart custom notifications, on smartphone or desktop, to increase their purchase intent. When personalization, notifications and offers come together the right way, they create a great sense of immediacy.

The easier you make product selection for your users, the more likely they are to come back for more! Investing in intelligent solutions which can automate the personalization process for you – in emailing, recommendations, personal stores and notification – can go a long way in helping you improve customer retention, and in turn, sales.

 

At Tagalys, we are all about helping you get to the point where your ecomm store becomes the preferred destination for your buyers. To know more about our solutions and their features, get in touch with us now.

Posted in e-Commerce Personalization e-Commerce Product Recommendations eCommerce Site Search

Best Practices for Search & Category Page Filters

Posted on August 13, 2018 by


The sooner your visitor lands on a product page, the faster they are likely to become your customer. Almost 90% of your visitors (who have not bounced) are likely to visit a search or product listing page at your online store. Almost 60% of online visitors are engaging mobile first which limits the number of products displayed per page. Search & Listing page filters are the fastest way for online visitors to drill down and find that product to start their engagement journey at your online store. And while you might already have filters today, this post is to make sure you have considered some the best practices that allow you to maximize conversion

Identify the right filters

Search filters

 

Recently we had a quarterly business review with a leading fashion retailer who is also a customer of Tagalys. While the retailer had 7 filters displayed on their search and listing pages, these filters were not the most relevant filters to the end visitor. Irrelevant filters will increase the bounce rate of your search or listing pages. If yours was a physical store, what are the questions a visitor will ask your store associate about a product before purchase? E.g., Do you have a dress on sale for less than $199 without sleeves and a V-Neck preferably in black or white? So if this was an online store, you need to have the product type, price, discount, sleeve type, neck type and color as must have filters on search or listing pages for the product type of dresses.

Prioritize the filters

Prioritize filters

Now that you have identified the top X filters that your visitors deem important, make sure you display them in the right order. For example, if your selling dresses, almost every visitor will only want to see products that match their size. So you want to ensure your visitors choose a size before they continue.  What would be the most common order of filters that visitors would drill down to find products? Do not overwhelm your visitors with everything, but display what is most important and dynamically open up other filters as your visitors drill down.

Ensure dynamic user experience

One of the worst experiences is clicking on a filter to find no products. Make sure the search results & the tags within each filter are updated as soon as you make a selection. Only display tags that have more than a product tied to it and hide or deactivate other tags from being clickable if they have no products upon the previous selection.

User Interface for your filters

Amazon search filters

We have seen our customers populating the filters on the left or on top of the listing pages. While we are not opposed to either, we are probably a bit biased to displaying the filters left of the results, because it gives you more surface area to play around with how you can show the tags within the filters. If you display the filters on top of the results, you are limited by the screen width to display the filters and it will run to more than 1 row making the experience a bit cluttered if you have many tags within the filter.

Track Filter interaction

All of the above is subjective to your vertical and the audience you are serving. It is imperative to track how your visitors interact with the filters to keep fine-tuning the filters.  This can be done using tools like Mix Panel or requesting the same from Tagalys, where we will display reports showing how visitors have interacted with each of the filters displayed in the Tagalys search or Listing pages.

Learn more or schedule a 1:1 demo with us at your convenience. What are you waiting for? See our product demo here.

Posted in e-Commerce General e-Commerce Product Listing pages eCommerce Site Search

Merchandising – What does it mean to your online store?

Posted on August 8, 2018 by


store merchandising

According to experts and other blogs, Merchandising is everything you do to promote and sell your products once the potential customer is in your store. A sale starts with the giving the visitor a great first impression, which means retailers always trigger a visual experience for every visitor the moment they walk into the store. This brief post is to help you understand that online merchandising has equivalents and you can use these strategies at your online store to improve the visual experience you offer your visitors. Merchandising is the part of the holy grail of traditional retail and includes

  • Window and in-store displays
  • Grouping related products together
  • Shelf signage
  • In-store ads featuring the merchandise
  • Samples and giveaways
  • In-store demonstrations
  • Well-stocked shelves
  • Spotlighting promotional items
  • Shelf Design

Each of these items can be translated into the online world and must be given importance to grab the attention of your visitors. Remember, it is harder to keep your visitors engaged online and easier to lose them in just the click of a button. Traditional retail is easier as walking out of the store if a physical effort and the farther you have walked into the store, the more time you need to spend to get out of the store.

  • Window and in-store displays = Homepage banners
  • Grouping related products together = Product Recommendations
  • Shelf signage = UIUX of Listing pages
  • In-store ads featuring the merchandise – Sponsored products
  • Samples and giveaways = Coupons & Discounts
  • In-store demonstrations = Multiple product images or videos
  • Well-stocked shelves = Intelligently stocked Listing pages
  • Spotlighting promotional items = Labels on Thumbnails (e.g., New, Next day delivery, Discount etc.,)
  • Shelf Design = Listing page layout, Design, Facets & Sort options

What merchandising strategy do you apply at your online store today? At Tagalys, we only help with a few of these merchandising requirements, especially those Like Search, Listing Pages & Recommendations that analyzes store data to predict what are the best products to be displayed in those channels.

Posted in e-Commerce General e-Commerce Product Listing pages e-Commerce Product Recommendations eCommerce Site Search

Must have UI elements before online merchandising works in e-Commerce

Posted on July 25, 2018 by


First impressions are the best impressions. Before you invest in a merchandising engine for your online store, you must have basic UI elements in place. You will not buy a car with a fabulous engine but looks ugly or has poor design elements. The same applies to visitors are your online store, who need to be guided to find a product of interest. While a merchandising engine can help predict or influence what products are displayed in search or other listing pages, the user interface of the listing pages has to be designed keeping your visitor & online category in mind.

The basic UI elements of any listing page are the filters, sort options, and product thumbnails. Within each of these, a retailer needs to think through many factors to influence how your visitors will react when they are on that page.

Page Filters or Facets:

  • Selection: The products in your online store might be assigned to multiple attributes and it is imperative to note that not all attributes are relevant to your customer. Display only the filters that are relevant to your customer and not to your business.
  • Order: We live in a mobile-first world, hence 70% of your visitors are likely to come to your store via a mobile phone. The mobile real estate is limited and they are likely to see the top 5 filters when they open. What are the top 5 filters that you should display at your store? Not every facet is equal, if you are in the luxury business, maybe discount does not matter to your audience. What would be the top 5 questions your visitors ask you if this were in a physical store?
  • Position: Having worked with over 50 online retailers it was interesting to note that around 15% of them actually have their facets placed horizontally on top of a listing page. But most have the facets on the left of the product listing. One retailer had a combination where they had standard facets on the left and facets like offers, coupons and discount percentage on top. Something to think about.
  • Visibility: Within each facet, you might have more than 10 tags. Limit tags displayed within each facet to 10 and make sure the top 10 tags are sorted by the tags that are assigned to the most products. If there are more than 10 tags, they should be collapsed, pop-up on demand or have a search bar within the facet.
  • Anchoring: Facets are a quick way to find products within a listing page. It is recommended to anchor your facets to the page, such that they do not scroll on top. Make life easy and obvious.

Sort Options

  • Selection: Display sort options that are most likely to be used by your visitor. It is a poor experience for your visitor when they find so many irrelevant sort options like sort by name, brand, location. The most relevant sort options are the ones that are tied to numeric fields like price, date, discount. We discourage sort options tied to text fields.
  • Display: Make life simple for your visitors and provide the ascending and descending sort options within the drop down. We have noticed sites where the sort option contains the field to be sorted and the visitor is expected to click outside the sort option, to change the order to ascending or descending.
  • Location: The most obvious location to anchor your sort options is right above the product listing on the left. That is the most commonly used location, so do not try to reinvent the wheel.

Product Thumbnails

  • Size: Your visitors do not have time, but how many product thumbnails do you show per screen? This is directly tied to the size of the thumbnail image. Too large, you show better clarity, but that requires the visitor to scroll more to see more products. Larger images can also marginally impact the load times of the pages, as the size of the image is slightly more. Too small an image and your visitors might get lost in the clutter.
  • Information: Assuming you have determined the ideal image size, basic elements like name, price, sale price must be determined on the product. Additional information like brand, SKU etc., should only be displayed if you think it can increase your CTR to the product view.
  • Elements: Additional product tags in the form of labels can also be displayed if that can increase CTR to product views. Some examples of labels are New, Ready to Ship, Next Day Delivery, Offers, Sizes & Color Swatches.

The objective of a listing page is to get the visitor to get to a product page as quickly as possible. The metric you should be tracking is Click Thorugh Rate (CTR) from listing page to product details page. What is the CTR of your listing page?

Let us know if you would like us to audit your site, you can schedule a call with us using this link. You could also signup to start your 14-day free trial now

Posted in e-Commerce General e-Commerce Product Listing pages eCommerce Site Search

Visual Merchandising for Site Search in e-Commerce

Posted on July 23, 2018 by


Why is visual merchandising for site search important? Site Search in your online store is the most important conversion funnel. Visitors with intent use the search funnel and a data-driven site search engine that predicts what products will sell is a minimum requirement to get the best conversion rate. This is what Tagalys Search was back in 2017 when we used data to predict the best products for any search query. Then why did we add a visual merchandising panel if the engine is supposed to optimize conversion?

Historical Data Limitations

All site search engines rely on data collected from the e-commerce store to make sense of it. Think of data as fuel to the engine and the main differences across various engines like Klevu, Nextopia, Sli and the others is the duration or the amount of fuel used in the engine and the engine itself. The limitations of search engines based on historical data are it does not tell you anything about this moment, but makes predictions only based on past behavior. Today matters because sometimes marketing campaigns are based on immediate trends and not something that happened 2 weeks back. For example and this happened at a fashion retailer we currently work with. A certain celebrity was found wearing a palazzo & top from this designers collection and it because of a rage online. Now almost everyone at the online store was trying to find that product as it was trending across Twitter, Instagram & Facebook. But none of these trends are passed to the online store programmatically and that SKU was not the first product visitors saw when they search for “Palazzo” or “tops”. This is when our customers & product team realized the shortfalls of only using historical data.

Visual Merchandising Options

The limitations of historical data required Tagalys to provide the ability for retailers to control the products displayed for any search query. Visual Merchandising is a channel through which retailers can visually identify the products they want to promote instantly. Here is an example of the Visual Merchandising panel from TagalysVisual Merchandising panel

Merchandised search

Tagalys provides retailers with a visual panel to instantly choose products for a search query and ensure they positioned such that the visitors find them.

Product Insights

As soon as we launched the visual merchandising panel, retailers & their stylists started using it changing the sort order of products in multiple searches. The freedom to control products displayed empowered retailers to a point where sometimes it started to negatively impact the conversion rates. We realized that merchandisers started promoting products based on gut and not only data. The purpose of the panel was to promote products that matched external data trends that were not part of Tagalys, but it was being used differently. Hence we then added real-time product insights for every product, so retail teams could consider historical product performance before making a merchandising decision.

Product insights for merchandising

Conclusion

A merchandising panel for site search by itself is not going to boost conversion rates. We recommend our clients to only merchandise the searches that have external trends not part of the store. Typically that is usually less than 5% of the overall unique search queries, hence the final impact to the conversion rate is less than 20%, depending on the total number of searches for the merchandised search terms.

For the client shared in the above example, the merchandised search itself generated over $77,000 in revenue as the external trend lasted over 4 days.

Posted in eCommerce Site Search

Benefits of Online Merchandising for e-Commerce

Posted on July 17, 2018 by


Benefits of Online Merchandising for e-Commerce

As retail is advancing by leaps and bounds, merchandising is now more important than ever and this more critical in online retail, cause your visitors can leave your store for another in a click.  As per Wikipedia, Merchandising is any practice which contributes to the sale of products to a retail consumer.  It refers to the variety of products available for sale and the display of those products in such a way that it stimulates interest and entices customers to make a purchase.

This includes strategies like 1) discounting 2) physical presentation of products (UIUX), and 3) the decisions about which products should be presented to which customers at what time. Tagalys helps online retailers with the 3rd point using online store data to dynamically determine sort orders in Search & Listing pages.

So what are the key benefits of determining which products should be presented to which customers

Increase top of the funnel engagement

Retailers spend aggressively on SEM, Social Media, and other sources to increase online traffic to their store. The objective is to increase the top of the funnel, but these visitors are not necessarily engaged. Without engagement, visitors are more likely to leave in an instant, increase your cost of customer acquisition and reducing profitability. To get the engaged, it all starts with allowing them to find something of interest fast and viewing the product. This is the beginning of nurturing your online visitor towards the end sale. Increasing product views is the most important goal of online merchandising and is done by placing the right products in the right positions at your site e.g., Search & Listing Pages. This improves the click through from impressions on your page to the product view, increasing the probability of end conversions.  

Increase Visitor Retention

You might have read in several blogs how online stores have less than 30 seconds to grab a visitors attention. You are competing with other retailers and every other mobile app, that wants the time of your consumers. Chances are your visitors might not buy something during the first visit, hence they are unlikely to return without being engaged the first time. Data-driven merchandising helps increase the number of products views per visitor. Each additional product viewed by visitors gets them more committed to your online store increasing the probability they will return. Let’s face it, with digital information overload, even remembering what you did 24 hours back is hard, hence unless you have grabbed the attention of your visitor, they are unlikely to return to their journey at your store. Online shopping is convenient, but retails are conveniently forgotten if you have not grabbed the mindshare of your visitors.

Increase Store Conversions

Online merchandising is not done to only improve visitor experience, its performed so the end of the day it increases your sale. The effort is minimal when you use a data-driven automated solution like Tagalys and can become inefficient & unproductive if done manually. Your online store could be an extension of your offline version. Akin to the sales folks, who showcase your products to your prospects, Online merchandising could help automate the sales processes in your e-commerce store and enhance your ROI based on data. With analytics, you can instantly understand your shopper’s patterns and show them what they want. Unlike the offline world, where you have to rely on a human, if you analyze and predict using your store’s data, it will improve the probability of increasing your store conversion. 

Increasing engagement top of the funnel, leads to a similar improvement at the bottom of the funnel, even if you have no change at the bottom of the funnel. And unlike improving the bottom of the funnel metrics like “Abandoned cart”, which involves multiple touchpoints off-site, merchandising improves engagement on your site, when the visitor is presentn and when you have the best shot at making that impression. Because first impressions are the best impressions

 Visitors Product Views Add to Carts Buy
 Without Merchandising  25000 45%  11250 25%  2813  4% 113
 Without Merchandising  25000 50% 12500 25% 3125 4% 125
Improvements 11% 11% 11%


Learn more or schedule a 
1:1 demo with us at your convenience. What are you waiting for? See our product demo here.

 

Posted in e-Commerce Product Listing pages eCommerce Site Search

Visual Merchandising in e-Commerce

Posted on July 2, 2018 by


Visual Merchandising is the practice that drives sales by enticing visitors, increasing retention and making them your customers. The practice has long existed in physical retail with products placed in the right locations & stores to visually appeal to the visitors of the region intrigue their interest and make them customers. This includes adding displays, decorations, signs, and layout of space. The overall purpose of visual merchandising is to get customers to come into the store and spend money. Visual Merchandising is becoming more important in online retail, especially with the rose of mobile first commerce.

Why do you need Visual merchandising in ecommerce?

Online retail is hard. It is like having a physical store, but with your hands almost tied. Over 70% of the visitors visit online retail stores via mobile devices. They are on the move and do not have time. As a retailer you are not only competing with other retailers, you are competing with Facebook, Instagram, Netflix and every mobile application who wants a piece of your time to increase their engagement metrics. So how do your visitors interested in your online store and not leave at the ping of a notification? Visual Merchandising is practiced by all leading online retailers, to ensure that products displayed across their home, category & search results pages are geared towards acquiring visitor interest as soon as possible. In order to fix your ecommerce conversion rate, you first need to have more visitors view products of interest to them. If that number increases, even if you have the same ecommerce conversion rate, you are likely to make more revenue, by virtue of more visitors converting to the customer.

Common activities between online & offline Merchandising

Product Positioning:

Offline: A merchandiser uses data to send the products to the right stores, to ensure it appeals to the audience of that location.

Online: While you have only one store, you have visitors from multiple locations visiting the same online site. There are three ways you would get positioning right

StoreWide Trending: Analyze data across the entire online store to assign a trending score for each product at the store. This ensures no matter which part of the store you visit, this trending sort order of products is applied and is likely to increase engagement with visitors at your store. 

Location Wide Trending: Analyze data across the entire store by Top locations to assign a trending score for each product at the store by location. This ensures when visitors arrive from various locations, the trending sort order of products of that location is applied and is likely to increase engagement with visitors at your store at that location.

Visitor Specific (Personalization): Analyze data across the entire store by the visitor to assign a trending score for each product type for that visitor at the store. This ensures when that specific visitor arrives at the store and views that product type, products for that type (e.g., tees) is applied for the visitor.

Decorations & Display:

Offline – Offers, events, promotions can change by location. To communicate this to visitors at the store, you might have noticed standees, pamphlets etc., displayed to visitors to attract walk-ins

Online: Page banners and popups are used to communicate the same information to visitors when they visit the online store.

Layout:

Offline: Physical location has its constraints and stores have to be designed to ensure seamless movement of traffic within the store, while also ensuring communication and sparking visitor interest to view products is carried out.

Online: Your store can be accessed via a mobile device or a desktop. This may sound simple, but it’s difficult, as the same stores are accessed by visitors across locations, demographics & interest levels. Hence using 3rd party tools to analyze the heatmaps, movement and click-throughs need to be constantly used to continuing to ensure any in-store communication and sparking visitor interest to view products is carried out.

There may be a few more common activities, but strategically these are the top 3 challenges or requirements of a merchandiser – online & offline.

Visual Merchandising objectives:

The overall purpose of visual merchandising is to get customers to come into the store and convert them to customers. This journey starts with the visitor viewing products of interest, and that is the number 1 goal for merchandiser. In the online world, this would translate to reducing the bounce rate, increasing the number of product views per visitor & percentage of products viewed for the impressions by the visitor.

What are your goals as a visual merchandiser?  

Learn more or schedule a 1:1 demo with us at your convenience. What are you waiting for? Start your 14-day free trial immediately.

 

Posted in e-Commerce Personalization e-Commerce Product Listing pages eCommerce Site Search

Shopping cart abandonment in e-commerce – Top Reasons & Tools to improve

Posted on February 26, 2018 by


Shopping cart abandonment is a recurring challenge at every online store. Data suggests this varies between 60% to 95%, depending on the country, device, category, and brand. The good thing about realizing this challenge in your business is that you are not alone, it happens at every retailer including the greats of Amazon. If you are not sure whether you face this challenge, look at the total number of unique products added to cart and the final number of products sold. If you have a delta, you are facing the same challenge as everyone else.

So why do visitors add products to their cart and not become customers? There are many reasons, such as

  1. Simply forgot
  2. Got busy
  3. Distracted by a mobile notification from another app
  4. Waiting for a discount
  5. Bookmarking
  6. Others

Statista has done surveys to break this down quantitatively to give you some more insights

Cart abandonment reasons

Cart abandonment by industry

So, we now know this is a worldwide, industry-wide phenomenon. What can you do to fix it? There are a couple of simple things you can do right away to reduce this by a few percentage points – install a notification service, that will send an “add to cart” reminder email or notification. These notification services will reduce the abandonment rates and companies offering these services will be the experts to tell you by how much.

The question to you as a retailer is

  1. Do you know what your overall shopping cart abandonment rate is?
  2. Which funnel contributes the most to shopping cart abandonment rate – Search, Browse, Product listing pages, Recommendations?
  3. Which source of traffic is the biggest influencer in shopping cart abandonment rate – Facebook, Organic, Google Adwords, email etc.,?
  4. Does device type (Mobile or desktop) influence shopping cart abandonment rate?
  5. Are there visitors from a specific location that influence shopping cart abandonment rate?

Finding answers to these questions can help tweak your marketing campaigns to continue improving who you target via marketing channels.  While Tagalys can assist you to gather insights into these questions, we do not provide any email or notification service that can alleviate the cart abandonment rates. We do know a couple of really awesome products companies out there that do this for a living. We would be happy to recommend a few names if it can help you.  Contact us (cs@www.tagalys.com) and we will make the connection based on your needs.

Posted in e-Commerce General e-Commerce Product Listing pages e-Commerce Product Recommendations eCommerce Site Search

Omnichannel retailers use e-commerce to drive offline sales

Posted on January 29, 2018 by


We are seeing more traditional retailers also starting their digital stores to give their customers another channel to engage with their brand. A recent study by Price Water Coopers, also confirms the same strategy that omni-channel retailers will soon overtake pure-play online retailers. But let’s start by defining “Omni Channel”

  • Hubspot says “You need to deliver a seamless experience across channels and factor in different devices in these channels to ensure interactions with your brand are consistent”
  • Google from a marketing angle suggests your strategies should allow you to convert shoppers from any channel
  • At Tagalys, we believe its the ability for retailers to provide the same shopping experience in a 2D or 3D environment, giving consumers to power to decide when & where they want to purchase

How are retailers today, leveraging their online & offline presence in unison? At Tagalys, most of our customers use Magento Commerce for their online platforms and have a strong retail presence across the country. They understand that competing on price is a poor strategy as retailers like Amazon have bargaining powers to lower price. Omnichannel retailers compete by giving their customers convenience and trust. The biggest advantage an omnichannel retailer has is the physical presence of stores. Physical stores invoke trust in consumers and hence conversion is easier at a physical location that the online world. But the online world is where you can instantly reach out to your customers, geo-target them using social media or search engine marketing and drive them to your online store to give them a flavor of what you carry in your physical store that is a drive away if they are interested.

We are seeing more of our clients using Intelligent Product Listing pages and adding store location via Google Maps, to help consumers easily walk into the store, if they need more convincing than what they see online.

How do they execute this activity?

  1. Create a product listing page using Tagalys (The data for what products to display can also be extracted from Tagalys reports)
  2. Using Magento attributes of “Store availability” and “Product Type”, they instantly create a page for e.g., “Diamond rings at our 5th Avenue Store”
  3. Using the HTML editor in the page variables, they hyperlink a Google Maps address of the store
  4. Determine the best time to start the marketing campaign during the day
  5. Use Digital Marketing to target an audience in and around 5th avenue
  6. Launch the campaign
  7. Start analyzing the LIVE engagement reports on Tagalys for the page performance.
    • Hits or page views do not matter, but how many products did the audience engage/view, during this campaign
    • This is the only metric that directly correlates to offline or online sales
    • Unless you measure it, you will never improve
  8. Work with the physical store to also analyze the uptick in store walks after the campaign was launched

A key requirement for this strategy to work is to ensure the digital marketing budgets are not measured by only online sales.  They key is to understand that online is a channel and omnichannel is the strategy, hence digital marketing is a part of the larger marketing budget that is used to drive total sales.

There is another buzzword for this activity – ROBO – Research Online Buy Offline

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