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INDUSTRY REPORT 2019 Leading Vendors to the IR Top 1000 E-Retailers

How Personalization Helps the Merchandising Team

How Personalization Helps the Merchandising Team

Online merchandisers have numerous responsibilities including picking the right suppliers and products, managing inventory and margin, as well as analyzing performance, just to name a few. With only so many hours in a day, online merchandisers have to balance their workload and reduce manual work in order to be productive and efficient. This is where personalization can help.

Implementing a personalization technology can help automate some of these processes in an intelligent way and provide real-time insight for merchandisers to make smart business decisions on.

Here are a five ways personalization can help online merchandisers:

Reduce Manual Website Merchandising: Personalization can help with dynamically displaying products on category or product listing pages. Products can be presented on these pages based on each individual shopper’s profile and in-session behavior. For example, certain brands or styles may show up first based on previous brand or style preference. This allows the personalization system to determine what the best products are to show to each shopper that will have the most chance of purchasing.

Real-time Inventory Visibility: One part of a good shopping experience is being able to see if the item is in stock and ready to ship. Visibility to inventory levels has been a challenge for merchandisers in the past. However, by leveraging an API solution which allows the personalization technology to connect directly to inventory systems, merchandisers can ensure that they will never recommend a product that is out of stock.

More Relevant Recommendations: Selecting the right products to recommend can be a time consuming and manual task as there are many combinations of factors to think about like similar, related, accessories, or replacement products. By leveraging personalization, merchandisers can reduce the time they spend on manually picking recommendations and allow the personalization engine to serve up the most relevant recommendations to each individual shopper based on their purchase history, profile and in-session browsing behavior.

In-the-moment Insights: It is extremely crucial for merchandisers to know why some products are popular and some are not. A big aspect of personalization is the ability to gain real-time insights on shopper behavior and why they may or may not click or purchase a product that is shown to them. This behavior data is extremely important for merchandisers to truly understand their customers and how they interact with the products on the site to take actions to improve performance.

Support Business Objectives: Meeting overall business goals is an essential aspect of the merchandising team. Personalization supports this by allowing merchandisers to set specific strategies to show specific items or promotions tied to business goals such as high-margin items, new brands/products, or sale or promotional items. The key here is that even when these specific rules are set in place, the personalization engine will still show relevant items to shoppers that fit within the merchandising rules. For example, if a shopper is searching for jeans, you can recommend other brand jeans that are new in stock to increase awareness and engagement for the new brand of jeans.

More Resources You May Like:

Understanding Personalization Capabilities eBook

How Personalization Helps the Digital Marketing Team Blog