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Andrew Kamphuis
 
August 1, 2012 | Ecommerce, Marketing | Andrew Kamphuis

5 Tips for Effective Ecommerce Merchandising

Whether it's picking up a loaf of bread or a silk scarf for Grandma, merchandisers think carefully about how you navigate in store and what will grab your attention.  Merchandising has been effective for so long in retail, yet it hasn’t really come to a lot of winery websites. Just like going to a retail store, the way your online list page looks and flows is just as important.  

On your winery website, how you merchandise ultimately makes for an easier, quicker and more pleasant shopping experience for your customers.

1. Call-Outs & Badges

With so much choice available, retail merchandisers use call-outs as a way to grab attention in the aisles.  The same attention-grabbing addition can be made on your winery website to make it easier for customers to see featured products. 

2. Alternate Product Layouts

Retail merchandisers use end aisles and alternate product displays to call attention to certain products.  Consistency is great, but having alternative product layouts on the same page can capture attention and it works well to highlight particular products.

3. Grouping Products

Have multiple tiers of wine?  Show all your wines on one page, but group them into the tiers using colors, or alternate layout.   Grouping products really draws attention to each tier of wine.

4. Quick View Feature

Modern clothing retailers (like Gap.com) have used Quick View as a way to expose product detail without a visitor leaving the actual shopping page.  If you have a lot of wines on a page, and the customer is likely to navigate between several wines, a quick view feature allows your customers to see more product detail without leaving the list page.

Image 1 - Quick View rollover

Image 2 - Quick View feature 

5. Custom Gift Sets

Wine is the perfect gift.  If you're looking for a way to guide your customers through gifting wine, a custom gift set (such as the one suggested below) lets your customers easily customize a gift.

These small customization features (which are fast becoming standard in other industries) provide extra value to your customers and can help boost sales.

Remember, visitors to your site need to be wooed by a great, attention-grabbing user experience, that way they'll come back again.

Have you seen some great examples of merchandising on the web?  Feel free to leave them in the comments below.

Comments

Karen's Gravatar
 
Karen
@ Aug 10, 2012 at 1:14 PM
Is there a way to do the product groupings and the quick view feature you mention on the Vin65 platform?

Peter Andres's Gravatar
 
Peter Andres
@ Aug 10, 2012 at 1:49 PM
Hi Karen, We do offer both of these options. A good example of the quick view and product groups working in tandem can be found onTwisted Oaks site: http://www.twistedoak.com/wine. These features do require or latest version of product displays, so if you are interested please give us a ring to discuss what might be involved for your site.

Jean's Gravatar
 
Jean
@ Aug 12, 2012 at 10:56 AM
Hi Peter, I am following up on Karen's message. We are in the process of implementing Vin65. Can you see if we have the latest version of your product displays? I am out all day on Monday but will follow up with you on Tuesday. We have a lot of SKUs and groupings so these versions would help us.

Peter Andres's Gravatar
 
Peter Andres
@ Aug 13, 2012 at 9:29 AM
Hi Jean, your site is setup with the latest product implementation and Product Groups and Quickview are both turned on. Feel free to contact us with any questions.

Jean's Gravatar
 
Jean
@ Aug 18, 2012 at 1:30 PM
I do not see any videos on how to implement these product group features. I do a search. When I click on the link, I am asked to log in again. At that point it does not recognize me as a valid user. So if the information is there in the documentation, I cannot access it.

Peter Andres's Gravatar
 
Peter Andres
@ Aug 20, 2012 at 2:16 PM
Hi Jean, I have created an initial page explaining Product Group setup here: http://documentation.vin65.com/Designer-Launch/Basic-Customization/Product-Groups

Let me know if you need anything else okay!

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