{"id":1555867,"date":"2025-08-25T05:51:48","date_gmt":"2025-08-25T09:51:48","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1555867"},"modified":"2025-08-25T05:51:48","modified_gmt":"2025-08-25T09:51:48","slug":"framework-for-ecommerce-merchandising","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/framework-for-ecommerce-merchandising","title":{"rendered":"Framework for Ecommerce Merchandising"},"content":{"rendered":"<p>Merchandising is an ongoing process of presenting products to boost sales. Every ecommerce site merchandises its products either consciously or by default.<\/p>\n<ul>\n<li>Nike features in-season sports and products on its home page.<\/li>\n<li>Amazon reminds shoppers of their recent searches.<\/li>\n<li>Wayfair bundles and cross-sells complementary items.<\/li>\n<\/ul>\n<p>Many ecommerce platforms have basic merchandising built in directly or in popular themes. These built-ins make merchandising easy, but not necessarily optimized.<\/p>\n<div id=\"attachment_1555868\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1555868\" class=\"wp-image-1555868 size-large\" title=\"Nike image showing Carlos Alcaraz with the headline, &quot;Grand Slam Style.&quot;\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-nike-seasonal-570x311.jpg\" alt=\"Nike image showing Carlos Alcaraz with the headline, &quot;Grand Slam Style.&quot;\" width=\"570\" height=\"311\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-nike-seasonal-570x311.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-nike-seasonal-300x164.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-nike-seasonal-768x420.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-nike-seasonal.jpg 800w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-1555868\" class=\"wp-caption-text\">Nike&#8217;s home page hero slide is seasonal. It features spots or products, such as this example of inspiring shoppers to dress like tennis star Carlos Alcaraz.<\/p><\/div>\n<h3>Strategy<\/h3>\n<p>Merchandising techniques <a href=\"https:\/\/www.practicalecommerce.com\/merchandising-lessons-from-top-marketplaces\">vary<\/a>. Some focus on visuals or product curation. Others use behavioral economics and personalization for maximum persuasion.<\/p>\n<p>Still others think about merchandising as it applies to a buyer. The result can be a five-step framework, where each step defines a set of tactics that move shoppers from curiosity to purchase.<\/p>\n<h4>Inspiration<\/h4>\n<p>The first set of tactics aims at product inspiration. It seeks to stimulate the shopper, to help imagine a lifestyle or a need your products solve.<\/p>\n<p>These tactics often manifest themselves as:<\/p>\n<ul>\n<li>Hero images featuring products or life situations,<\/li>\n<li>Category headers with aspiration images,<\/li>\n<li>Seasonal sections (think back to school),<\/li>\n<li>Editorial content.<\/li>\n<\/ul>\n<p>For example, the recipes found on Le Creuset&#8217;s site help a shopper imagine making the meal for a special occasion and experiencing the joy of sharing food with folks you love. The content (merchandising) evokes a feeling and, ultimately, sells the enamel-covered cast iron cookware needed to bring that feeling to life.<\/p>\n<div id=\"attachment_1555874\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1555874\" class=\"wp-image-1555874 size-large\" title=\"Screenshot of recipe page on Le Creuset for &quot;Farmers Market Pasta Provencal.&quot;\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-lecruset-e1756111926728-570x323.jpg\" alt=\"Screenshot of recipe page on Le Creuset for &quot;Farmers Market Pasta Provencal.&quot;\" width=\"570\" height=\"323\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-lecruset-e1756111926728-570x323.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-lecruset-e1756111926728-300x170.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-lecruset-e1756111926728-768x435.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-lecruset-e1756111926728.jpg 785w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-1555874\" class=\"wp-caption-text\">Content marketing can be a powerful form of product merchandising. Le Creuset uses recipes to inspire shoppers.<\/p><\/div>\n<h4>Guidance<\/h4>\n<p>The second set of tactics in this merchandising framework aims to reduce friction and guide shoppers toward products they are likely to buy.<\/p>\n<p>These techniques often take the form of:<\/p>\n<ul>\n<li>Straightforward or supplementary navigation like &#8220;Shop by Room&#8221; or &#8220;Shop by Activity,&#8221;<\/li>\n<li>Thoughtful search results with autocomplete, synonym mapping, and intelligent ranking.<\/li>\n<li>Sortable category pages with filtering by size, color, price, availability, or reviews.<\/li>\n<\/ul>\n<p>Many ecommerce platforms include these sorts of navigational features, but they require optimizing so that a search results page is a thoughtful arrangement of relevant items, not a keyword-based SKU dump.<\/p>\n<div id=\"attachment_1555873\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1555873\" class=\"wp-image-1555873 size-large\" title=\"Screenshot showing shirts and hoodies on Origin with filters.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-origin-navigation-570x386.jpg\" alt=\"Screenshot showing shirts and hoodies on Origin with filters.\" width=\"570\" height=\"386\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-origin-navigation-570x386.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-origin-navigation-300x203.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-origin-navigation-768x521.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-origin-navigation.jpg 1000w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-1555873\" class=\"wp-caption-text\">Origin allows shoppers to filter apparel for color, size, and activity, such as jiu-jitsu and hunting.<\/p><\/div>\n<h4>Persuasion<\/h4>\n<p>Next come the tactics meant to influence choices and encourage shoppers to make complementary purchases.<\/p>\n<p>While a merchant will measure the success of these efforts in revenue and average order value, persuasive merchandising should seek the shopper&#8217;s best interest.<\/p>\n<p>Don&#8217;t make frivolous recommendations or use tricks, but do describe your products in a way that encourages the sale. For example, persuasion merchandising might include:<\/p>\n<ul>\n<li>Editorial content in written or video format,<\/li>\n<li>Social proof such as ratings, reviews, or even &#8220;top seller&#8221; labels,<\/li>\n<li>Product recommendations, including up-selling and cross-selling,<\/li>\n<li>Indications of scarcity (&#8220;only 12 in stock&#8221;),<\/li>\n<li>Additional discounts or free shipping messages.<\/li>\n<\/ul>\n<div id=\"attachment_1555872\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1555872\" class=\"wp-image-1555872 size-large\" title=\"Screenshot from Wasson, a watch maker, of a watch with the message of only 58 remaining in stock.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-wassen-stock-570x362.jpg\" alt=\"Screenshot from Wasson, a watch maker, of a watch with the message of only 58 remaining in stock.\" width=\"570\" height=\"362\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-wassen-stock-570x362.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-wassen-stock-300x191.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-wassen-stock-768x488.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-wassen-stock.jpg 800w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-1555872\" class=\"wp-caption-text\">A low inventory count can be persuasive.<\/p><\/div>\n<h4>Conversion<\/h4>\n<p>On-site merchandising often culminates near the buy-now button or on shopping cart and checkout pages. Here, the aim is to reassure and close the sale.<\/p>\n<p>Conversion messages might be:<\/p>\n<ul>\n<li>Clear return policies, guarantees, and payment security icons that convey trust,<\/li>\n<li>Suggested add-ons or loyalty perks,<\/li>\n<li>Product quality indicators.<\/li>\n<\/ul>\n<p>A simple, well-placed message that removes a shopper&#8217;s final doubts or concerns effectively closes the sale.<\/p>\n<div id=\"attachment_1555871\" style=\"width: 580px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1555871\" class=\"wp-image-1555871 size-large\" title=\"Screenshot of an apparel selector with &quot;Add to Bag&quot; call to action and showing the three small graphics.\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-persuasion-indications-570x380.jpg\" alt=\"Screenshot of an apparel selector with &quot;Add to Bag&quot; call to action and showing the three small graphics.\" width=\"570\" height=\"380\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-persuasion-indications-570x380.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-persuasion-indications-300x200.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-persuasion-indications-360x240.jpg 360w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-persuasion-indications-768x512.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2025\/08\/082325-persuasion-indications.jpg 800w\" sizes=\"auto, (max-width: 570px) 100vw, 570px\" \/><p id=\"caption-attachment-1555871\" class=\"wp-caption-text\">These three small graphics \u2014 American made, easy returns, and free shipping \u2014 make a final argument to buy.<\/p><\/div>\n<h4>Retention<\/h4>\n<p>A final set of merchandising tactics enables retention marketing. It is the conversion after the sale.<\/p>\n<ul>\n<li>Offer a <a href=\"https:\/\/www.practicalecommerce.com\/why-your-loyalty-program-isnt-working\">loyalty program<\/a>,<\/li>\n<li>Ask for a referral,<\/li>\n<li>Seek a <a href=\"https:\/\/www.practicalecommerce.com\/6-ways-to-convert-new-visitors-to-email-subscribers\">newsletter opt-in<\/a>.<\/li>\n<\/ul>\n<h3>Add AI<\/h3>\n<p>While each category of merchandising tactics in this framework requires human initiative and planning, AI can certainly help with execution, including content generation and personalization.<\/p>\n<p>Thus for Inspiration, an ecommerce merchandiser might prepare a seasonal banner for back-to-school or the football season. Better still, <a href=\"https:\/\/www.practicalecommerce.com\/gen-ai-nears-hyper-personalization-at-scale\">AI personalization<\/a> could select or generate dynamic banners to match a shopper&#8217;s personal profile and previous behavior.<\/p>\n<h3>Putting It Together<\/h3>\n<ul>\n<li><strong>Inspiration<\/strong>: Spark desire.<\/li>\n<li><strong>Guidance:<\/strong> Help find.<\/li>\n<li><strong>Persuasion:<\/strong> Help choose.<\/li>\n<li><strong>Conversion:<\/strong> Help buy.<\/li>\n<li><strong>Retention:<\/strong> Connect.<\/li>\n<\/ul>\n<p><span style=\"font-size: 16px;\">Merchandising shapes how shoppers <a href=\"https:\/\/www.practicalecommerce.com\/influencers-are-remaking-product-discovery\">discover<\/a>, evaluate, and purchase products. <\/span>A sound framework ensures that each step of the shopping journey <a href=\"https:\/\/www.practicalecommerce.com\/the-5-rs-of-merchandising-for-ecommerce\">contributes to sales<\/a> and customer relationships.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ecommerce platforms have merchandising tools built in, but not necessarily optimized. <\/p>\n","protected":false},"author":391,"featured_media":1555870,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[4],"tags":[],"class_list":["post-1555867","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-conversion",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - 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