FAS presentation

Report
Solving the Online Merchandising Challenge…
1st May 2008
Frank Lombos – VP EMEA, Fredhopper
CONFIDENTIAL
Who should be interested??
eCommerce Managers
Brand Managers
eMarketing Managers
The Challenge….
Getting the right products
In front of the right people
At the right time….
Merchandising since 1807
The Merchandising Dilemma
Merchandising that Works
Limited Opportunities to Sell
15-30 Product Presentation Opportunities
1.
Customers review 3-5 items per page view
2.
Shopping trip includes 5-10 search & browse page views
3.
Customers review 15-30 items per shopping trip
Reporting
Strategy
Planning
Context
Selected From Up To 1,000,000’s Products
1.
Categories with 100’s of items
2.
Various category roles and priorities
3.
Fast growing number of SKUs
Merchandising Impact on the Business ..
Short Term
Online Sales
Long Term
Pain Killer
Vitamins
+10-40%
Search Only
Search &
Merchandising
Search
Merchandising
Benefit areas
 Higher Conversion Rates from customers
finding what they look for faster
 Increases Sales per Customer through
targeted, personalised onsite merchandising
 More Repeat Customers due to highly
satisfied customers who become loyal
 More Qualified New Traffic coming to the
site via targeted online marketing
Real Results
Real-time global eBusiness in 60+ countries

One global system

35 languages, 50,000 SKUs

Implemented international merchandising collaboration
Delivers superior shopping experience on web and in-store

Superior user-experience, unifying heterogeneous assortment

Deployments on websites, in-store kiosks, and in-store cash registers

Used as core product retrieval system by customers and employees
Online conversion increases by +25%

International home shopping leader

20 million online customer queries per month

€ 150+ million online sales
33% Reduction in lost searches

#1 catalogue retailer UK with £ 500 million online sales

50% reduction in operational cost
Premium Search & Merchandising
1
2
Learning Search
Guided Navigation
Understands what people
mean, rather than what they
say
Intuitive interface to slice &
dice through a store in any way
you want
3
Effective Merchandising
campaigns
Promote relevant promotional
ideas throughout the shopping
experience
4
Targeted Marketing
Takes onsite inspiration to
online marketing to attract new
customers
Search is evolving into a Merchandising Tool
“adidas”
Search is evolving into a Merchandising Tool
Commercial, Self-Learning Search Results Rankings
Use Guided Navigation as a Sales Tool
User driven Categorisations
Inspirational Merchandising
Theme promotions
Inspirational Merchandising
Related item promotion
 X-sell
 Up-sell
 What other people
bought
 Good, better, best
strategies
 Colour inspiration
Self-Learning Social Search Results
Current
 Effectiveness of Linguistic Matching
limited in e-Commerce
 Linguistic similarity ≠ Usefulness
Social Search
 Other People that Searched for this,
Bought this
 Customer Popularity = Usefulness
Thank you..
Questions

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