True market disruptors in retail are designing highly personalized, event-driven shopper journeys. Design your product information architecture to act on key insights from contextual personalization, social commerce and customer analytics. EIS – Retail can help lay the foundation for the next generation of real time shopper engagement and help explore new avenues to innovation, to uncover the hard data that delivers results.
'Next Right Product' by Shopping Event
Ensure timely product offers to the right customer in the right channel medium. Building on shopper personas, lifecycles and marketing context signals, establish a shopping event attribute framework that identifies when a given targeted event matches a likely product offer. Define and leverage 'next right product' recommendations based on where customers are in their shopping journey and lifecycle. Don’t miss opportunities to re-engage for that next likely sale.
Assortment by Channel
Sometimes customers act and react differently depending on where they engage with you. In-store interactions may be very objective-focused; web site visits might be product information research; tablet engagement could indicate social or trend-seeking discovery; mobile may mean an intent to purchase a replacement or shop a sale.
Take what you know about customer purchases by channel and revamp your product navigation and site search results accordingly. Use Assortment by Channel product display taxonomy approaches to present relevant products to shoppers by channel.
Findability Testing by Segment
If they can’t find it, they can’t buy it! Assess the findability of categories, products, accessories, collections and more, by customer segment. EIS – Retail provides solid data evidence that can help bridge the gap between merchant buyers, in-store merchandising, site merchandising, SEO, marketing, and (surprisingly often overlooked) your actual customers. We’ll take navigation path patterns, card sort exercises and in-person, in-store findability testing to a new level, offering you the confidence you need to make hard site merchandising, product display taxonomy and SEO decisions.
As recognized thought leaders and practical experts, EIS-Retail has years of experience and data behind our industry best practices for taxonomy, navigation, site search, product attribute design, governance, content workflow, and more. Assess retail leaders and your nearest competitors. Identify customer experience gaps and information architecture breakdowns that hinder shopper journeys. And balance the best of what your competitors are doing with site merchandising and shopper context in every channel with a differentiated style that’s uniquely targeted to your aspirations.