As you build out your online shop, promoting your full inventory of products can be challenging. Here, we’ll examine the best ways to promote products and special offers. We’ll show you how to predict which products your customers might like. And help you showcase products your visitors might not normally see.
The first step is to set up your online shop. That way it’s easy for your visitors to browse all of your products. You’ll want to create the right hierarchy of categories and subcategories, which will help a customer navigate your site and the products for sale. Promoting products in an online shop isn’t too different from a high street shop. Think about the last time you visited a furniture shop. You probably didn’t just walk in and see a map of the shop’s aisles pointing to where the products could be found. More likely, you walked in to see a really comfy sofa near the door that you could sink right into.
Like a brick-and-mortar shop, online shops also display very specific, featured products. If it’s the end of summer and kids are going off to university, the furniture shop might have desks or bookcases on display and on sale. This is an example of product merchandising. You can do the same thing online, starting by promoting certain products right on your homepage. Your promotion might be to help shift old inventory, or feature a best-selling item you want more customers to see.
Using part of your homepage to showcase products, or even running online advertising campaigns with dedicated landing pages, can be a great way to merchandise online. And that’s just the beginning. Imagine if you walked into an offline furniture store and the front door display magically transformed based on your interests. And as you browsed, all the promotions you encountered were customised to what you had previously looked at. That’s exactly what online shops can do! As visitors browse the pages of your site, you’re collecting data about what interests them. Now, you can use this data to predict what they are likely to be interested in next. Think of the last time you were shopping online. You might have been shown “recommended products” after viewing certain items, or putting them in your cart. For instance, if you were on a custom furniture website, and you were looking at kitchen tables, you might have seen a promotion for chairs, or window shutters to match the room.
Many shopping cart providers, such as Magento, Volusion, Prestashop and Shopify, offer these product recommendation engines. Next up in product promotion and merchandising is finding ways to showcase products that your visitors may not have otherwise been looking for. This can be a really effective way to cross-sell. How does this work? Well let’s imagine an office manager is looking for a new executive desk for the big boss. Something grand and ornate. But he might not have been thinking about matching bookcases, or custom doors. Now is the perfect time to remind him. Promoting related products can help increase sales. The world of e-commerce offers you plenty of great ways to make sure your customers see and interact with relevant products on your site. You can create a virtual display as they enter your site. Or use data to suggest what they might buy next. So get out there and start selling!
If you have an e-commerce store, you probably offer a number of different products. Sometimes it can be difficult for customers to find the best match for their needs. Product promotion and merchandising can help. In this video, we'll look at:
- promoting products and specials
- predicting products your customers might like
- showcasing products visitors might not normally see.