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How can you optimize online and in-store merchandising?

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Online and in-store merchandising are both essential strategies to showcase your products, attract customers, and increase sales. However, they also have different challenges and opportunities that require different approaches. In this article, you will learn how to optimize your online and in-store merchandising by following these six tips.

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Parisa Vahab

Strategist to create narrative | generating planograms and visual guidelines| Production of editorial content| Designer…
Merril Rose

Beauty Industry Expert
Cristina Erika B. Macogay

E-Commerce Category Merchandise Manager at SM Retail | Ex-foodpanda | Ex-MetroMart

1 Understand your customers

The first step to optimize your merchandising is to understand who your customers are, what they want, and how they shop. You can use various methods to collect and analyze customer data, such as surveys, feedback forms, loyalty programs, web analytics, and social media. By knowing your customers' preferences, behaviors, and pain points, you can tailor your merchandising to their needs and expectations.

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Parisa Vahab

Strategist to create narrative | generating planograms and visual guidelines| Production of editorial content| Designer and production of organizational (VM) book
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Preparing a persona of the target audience and planning based on consumer behavior is very helpful because now the priority is with the customer and the customer's needs

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2 Align your online and in-store branding

Your online and in-store merchandising should be consistent and coherent with your brand identity, values, and message. This means using the same logo, colors, fonts, tone, and style across all your channels and platforms. You also want to ensure that your online and in-store products are aligned and updated regularly, so that customers can find what they are looking for and avoid confusion or disappointment.

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Parisa Vahab

Strategist to create narrative | generating planograms and visual guidelines| Production of editorial content| Designer and production of organizational (VM) book
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Researching the market and competitors is very useful along with information on technology and innovation. A fragmented and one-handed brand is determined by its services and sales method, and the audience should see a fragmented place everywhere

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Merril Rose

Beauty Industry Expert
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Research current trends, high sales and different approaches to achieve the most eye catching and attentive merchandising. Getting this initial interest really can get the most attention and lead to successful business. It’s often the first impression people have of a company, and can make of break a business. At the Christian Dior beauty counter, this was our number one priority with counter appearances. Our re merchandising efforts maximized our exposure to store traffic, and ultimately helped lead to us causing a trending upwards in sales that forever changed the sales goals of that little designer department store counter.

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Md. Morsaline Mredha

ERP Solution | Apparel Sourcing | PGD-GB, IBA | Sustainable Fashion | PGD in Apparel Supply Chain, ISCEA | Lean Six Sigma Green Belt (TUV) CSCM? Candidate | MBA in AM (BUFT) |
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We are to use branding very strongly to serve this consistently. For sure, we must focus on brand awareness and logo. Digital marketing should be emphasized vastly to ensure that. Web based e-commerce platforms need to upgraded regularly to ensure proper customer engagement.

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3 Create engaging and relevant displays

Your online and in-store displays should be designed to catch your customers' attention, showcase your products' features and benefits, and inspire them to take action. You can use various elements to create engaging and relevant displays, such as images, videos, text, banners, signs, lighting, props, and themes. You also want to keep your displays fresh and dynamic, by changing them according to seasons, trends, events, or promotions.

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4 Optimize your product assortment and placement

Your online and in-store merchandising should also consider how to optimize your product assortment and placement, to maximize your sales potential and customer satisfaction. You can use various techniques to optimize your product assortment and placement, such as category management, cross-selling, upselling, bundling, and personalization. You also want to use data and analytics to track your inventory, sales, and performance, and adjust your merchandising accordingly.

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Cristina Erika B. Macogay

E-Commerce Category Merchandise Manager at SM Retail | Ex-foodpanda | Ex-MetroMart
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I agree. For product assortment, it is also best to consider the following: ? What are you top selling categories, sub category and class ? What are your top selling SKUs ? What are your top selling brands ? Which type of promo is most effective with the consumers (eg. Class Discount, bundling, free shipping, GWP) ? Aging items that needs to be highlighted and depleted immediately.

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Parisa Vahab

Strategist to create narrative | generating planograms and visual guidelines| Production of editorial content| Designer and production of organizational (VM) book
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I agree with the investigation and monitoring of the target market and market research along with the analysis of product sales statistics and a category management specialist gives the best solutions.

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5 Provide clear and compelling information

Your online and in-store merchandising should also provide clear and compelling information to your customers, to help them make informed and confident purchase decisions. You can use various tools to provide clear and compelling information, such as labels, tags, descriptions, reviews, ratings, testimonials, and FAQs. You also want to ensure that your information is accurate, complete, and up-to-date, and that it highlights your products' unique selling points and value proposition.

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6 Enhance your customer experience

Your online and in-store merchandising should also enhance your customer experience, by making it easy, enjoyable, and memorable for them to shop with you. You can use various strategies to enhance your customer experience, such as navigation, search, filters, recommendations, checkout, delivery, returns, customer service, loyalty programs, and social media. You also want to solicit and act on customer feedback, to improve your merchandising and customer satisfaction.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you optimize online and in-store merchandising?

1

2

3

4

5

6

7

1 Understand your customers

2 Align your online and in-store branding

3 Create engaging and relevant displays

4 Optimize your product assortment and placement

5 Provide clear and compelling information

6 Enhance your customer experience

7 Here’s what else to consider

Merchandising

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How can you optimize online and in-store merchandising?

1

2

3

4

5

6

7

1 Understand your customers

2 Align your online and in-store branding

3 Create engaging and relevant displays

4 Optimize your product assortment and placement

5 Provide clear and compelling information

6 Enhance your customer experience

7 Here’s what else to consider

Merchandising

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