Scandinavian e-Business Camp - Dag 1

1. Agile merchandising
The everyday life of merchandisers - in 2015

2. Apptus: Guidance, Personalization and Optimization.

3. Organizing digital marketing in one slide
Marketers: generate traffic Merchandisers: monetize traffic User Experience: Retention
• Search Engine Optimization (SEO) • Assortment and range planning • Visual layout
• Search Engine Marketing (SEM) • Pricing & terms of delivery • Findability
• Social & Viral marketing • Product placement & spotlighting • Ease of use (cognitive design)
• Display Ads & Retargeting • Onsite sales and check out chain • Customer service design
• Public relations & Broadcasting • Promotions, Campaigns and Deals • Storytelling, reviews and referrals
• Brand management • Segmentation & personalisation • Product demonstrations & advisory
• Field marketing • Loyalty marketing • Right-time marketing
• Syndications & partnerships • Cross & Up selling • Communication management
• Product & Brand Positioning • Followup and optimization • Mystery shopping
Closely related. But different animals!

4. Definition of merchandising
Assembling a variety of products available for sale and presenting
those products in a way that stimulates customers to purchase.

5. Here is one way of doing it...

6. ... and here is some more...

7. At the end of the day, sales is all about trust
Keep it:
1. Simple
2. Correct
3. Relevant

8. Anchovies
Beers
Chips
Diapers
Egg

9. What conversion Will I lose conversion What would
will I get if I put because of putting convert better
this here? this here? on this spot?

10. How opinions are like belly buttons to merchandisers...
The CEO: ”our competitor have grown by 25% this
year. What are they doing that we are not?”
The CTO: ”you can choose between the new
campaign tool you want or the A/B tests you ordered.
I can have one of them ready in 6 weeks.”
The CFO: ”I’m not sure the results from the last A/B
test are comparable nor usable for this investment.
The weather conditions were not the same.”
The CMO: ”I bet you that free shipping will beat
targeted coupons any day of the week.”
The Janitor: ”We should have big buttons. Red ones!”

11. The everyday life of merchandisers - 2012
• Innovate • Gut feeling • 1 hour
• Evaluate • A/B test • 2 weeks
• Implement • Call on IT • 2 weeks
• Measure • Analytics • 1 week
• Optimize • All of the above • Go to start

12. Gekås - Ullared
50 cashiers
3 check-outs per sec
CDON: 30 orders per sec

13. The shortcomings of merchandising in 2012
•Too slow
•Too uncertain
•Too vulnerable
•Too costly
• Too NOT lean!

14. Tyson Gay
Second fastest human in the
history of 100 meters
He washed his cottage cheese
He clocked himself

15. Let’s define Agile Merchandising:
• The ability to create, manage, monitor, measure, maintain and
optimize digital marketing initiatives
• at the minimum of time
• with the minimum of merchandising resources
• accross all channels

16. Cockpit
Boeing 747
Fly on earth
Operative controls: 257

17. Cockpit
Space shuttle
Travel in space
Operative controls: 82

18. Personalizing Search & Faceted Navigation
Optimize
panel order
Same with Faceted
Search
and personalize
results in each panel

19. Detaching marketing from IT - Panels and Zones
Zone

20. Automatic optimization of panels
eSales optimizes
products to be shown
in every panel
Recommendations on
And presents the
product details page
panel most likely to Recommendation zone
result in sale

21. eSales Manager
Toolkit for merchandisers
Folder-like system
Drag and drop

22. The future of merchandising
Merchandisers supervise. Computers operate. Not the other way around!
Site overlay with
conversion rates
Site summary and
Search statistics with
details report
suggestions for
improvement

23. Agile merchandising. Once again.
• The ability to create, manage, monitor, measure, maintain and
optimize digital marketing initiatives
• at the minimum of time
• with the minimum of merchandising resources
• accross all channels

24. THANK YOU!
mmo@apptus.com, 0701-664102