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Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization Latest trends in E-
MerchandisingUsability and Information Architecture on large e-commerce catalogs
12 Augusto 2014
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Gaëtan Belbéoc’h
Over 12 years on e-Commerce & Web
@ France @ China (6 years)@ Brazil (since 2013)
Laredoute.fr France no1 in e-commerce of ApparelL’Oreal world’s no1 in CosmeticsAdeo Group & Leroymerlin world no3 in DIY
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
About Leroy merlin
mission: “Helping people improve their living environment
ConstrutionDIYDecoração Gardening
16 years in Brasil 7.200 colaborators 32 stores 2 CD e 2 Platforms
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Cross Channel approach / sharing the same resources with the rest of the company
100 K products and 1000 complex categories1. Few product experts available2. 25% product renovation / year3. A very « low-tech » supplier base 4. Hard to get data and low quality pictures
Our main challenges
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
with the maximum efficiency through automated rules, easy to operate by anyone
Capture knowledge and experience from experts
Less fully automatic « big data » intelligence
More semi automatichuman-created algorithms
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
A short history
01/ 2013 May Nov May 2014
V1
V2
Soon
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
X 3 - 60 000 products in 1 year largest online catalog in Brazil home segment 70% of product range « cleaned » in 1,5 year
Catalog offering
Usability
Online customer satisfaction > 8.5 / 10 for 1 year
Scored no 1 on 15 out of 16 items on survey « revista REVENDA » june 2014 (2000 participants)
One of the first responsive website in Brazil
Our sucesses 2013-2014
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
x 5 in 1,5 year healthy organic growth : Bounce rate 20% number one in home centers & decoration
pure players in Brazil (Alexa) from 6th to 2nd position worldwide in group
Adeo
Traffic
Our sucesses 2013-2014
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Shopping before 1920: ask the sales attendant!
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Self Service
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
then it grewLargest carrefour 25500 m2 (1972)Over 200 000 sku
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Clients: struggling to choose between similar productsRetailers: « Is such a huge choice really profitable ?
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Carrefour downsized his largest stores by 6000 sqmto improve profitability
Lefigaro.fr 11/2008
Tesco finds its mega stores are a waste of space
[reduce size by selling to restaurants, gyms…]
the Guardian august 2013
Walmart US accelerates small store growth
news.walmart.com 2/2014
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Study on a leading grocery retailer
25% of its stocked items accounted for almost
2010
100% of its profits (On a set of core categories)
By
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
This is the origin of Merchandising
maximize profitability per square meter?
How do I
planning involved in marketing
the right product at the right place, at the right time, in the right quantities, and at the right price.
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
From the 70’s to now:Merchandising is improving profitability / M2
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization What about the
Web? Few profitable e-commerce players yet
Focused on growth first (profitability later)
Increasing catalog size (Amz > 200 millions items)
Launching market places
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Amazon (shampoo, yesterday screenshot)
Isnt’t merchandising important for the WWW?
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
3] Micro merchandising
1] Catalog organization [macro-merch]
4] Visual merchandising
Web Merchandising
2] Searchandising
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization 1] Catalog
organization
A – Contents and products relations
C- Multiple depth classification
B - Multi exposition of categories
D- Multi – trees arborescences
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
A – Content and products relations
Top level category:generic subjects
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
All contents about « ar condicionado »
2nd level of hierarchy: « ar condicionado »
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
3rd level => produt list « ar condicionado split »
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Product content relations
Product tagging (like facebook face-tagging)
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
[1]
[2]
B - Multi exposition of categories
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
1
Case 1: 4-levels hierarchyC- Multiple depth classification
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
2
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
3
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
4
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
1
Case 2: 2-levels hierarchy
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
By style For professionals By projects By brands… Landing pages for SEO
…develop multiple ways to access products and content:
D- Multi – trees arborescences
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
1st level:
By room
2nd level:
By style
First test: navigation by style « inspire-se »
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Navigation is mixed between browsing and searching
Send visitors to hand-organized categories preferably
2] Search(andizing)
Better search experience
Better catalog organization
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
A. Quick-search / suggest
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
B. Shortcuts
Funnel and guide visitorsthrough the
catalog
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
> How it works
Categories ProductsContent
Customer data
SearchFacets
Quick-srchMain srch
indexes
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
3] Micro merchandising
A - Facets- Ordered / clean facets- Visual facets- Customer oriented facets
B – Cross / Upsell
- Hand picked cross-selling- Big data automated cross- Rule based semi automated cross- Advanced case
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
A – Facets >
clean characteristics first
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
visual facets : ideal when it’s hard to express
A – Facets >
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
customer oriented facetsA – Facets >
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
B – Cross / Upsell
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
B – Cross / Upsell
- Hand picked cross-selling
- Big data (affinity analysis)
- Rule based semi-automated cross
- Advanced case
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
hand picked cross/up selling
high value, small product
range
B – Cross / Upsell >
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Doing a pretty good job at the start
Probably lower affinity score,
Should we display this?
big data, collaborative filtering B – Cross / Upsell >
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
rule-based cross-selling
Rule: Same voltage+
Similar power+
With cable (no battery)
B – Cross / Upsell >
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Rule: Compatible drill bits
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
advanced case
Specify the surface needed
B – Cross / Upsell >
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
4] Visual merchandising
A- Responsive-design
B- Differenciated merchandising
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
A- Responsive-design
4 break points
- Big screen- Computer- Tablet- Mobile
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Results:
Very positive effect on mobile traffic ( + 60% )
Better use of available sreen = Better usability !
Optimize image size for mobile Standardise all your interfaces ( pattern
labs ) Test on real machines too ( touch screen )
Our learnings:
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
24 products on 1 screen
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Only 4 products on the same screen
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
B - Differenciated merchandising
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
1. Kitchen products (lm.br)
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
1. Kitchen specialist website
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
2. Category painting (lm.br)
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
2. Category painting: specialist
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
3. Hardware category (lm.br)
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
3. Hardware specialist
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Our organization
Around 30 people including- Product / supplier team- Web Tech/Marketing team - E-Business team
Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Working agile with a touch of Do it Yourself \^o^/