Retail Merchandising Requirements – Product Curation
Posted on July 2, 2018 by
Merchandising is the practice which contributes to the sale of products to a retail consumer. It refers to the having a variety of products available and the display of those products in such a way that it stimulates interest and entices customers to make a purchase. The keyword here is Stimulates interest and this applies to online shopping. While Merchandising spans a variety of activities, we will talk about a few key activities in a series of posts. This one is about Product Curation.
Product Curation: Why is it required?
As an online merchandiser, you will need to rely on a data engine to decide how to display the hundreds of products in each aisle or category page in your online store. While a data engine will be applicable over 70% of the time, many a time, you have insights into products that your online store might not. Hence be being able to promote, curate or move those products to the top of the page is a way stimulates interest
Product Curation: When should we do it?
Your online store is marketing on many channels; social media, blogs, advertising etc., and you are observing how visitors are interacting with your brand. Lets say on Instagram, a particular product has garnered more interest that it has at your online store, because a celebrity wore something similar, this is a reason why you will want to promote that product across pages, so when the same visitors come back to your online store, it stimulates interest and that can influence sales. The data in these external channels is forward-looking and needs to be complemented inside your online store.
Product Curation: How do we do it?
The easiest way to curate is to find that individual product that gathered external interest and promote on the home page. Easy, but not effective. Experts do a few activities once they see an external trend and want to push that to their online store. They start by identifying the products that gathered external interest. And find out what are the attributes on that product to know what else can be promoted. To find these products, you could again use the search API or the similar product recommendations API from Tagalys. Identify the best channels to promote these products when the visitors arrive at your online store – Homepage, Category Pages, Search and ensure to promote all products that match these attributes. At Tagalys we provide curation capabilities across all our tools like Search & Category pages that makes this task visual, instant &; data-driven.