Merchandising – optimising screen real-estate
Unlike traditional merchandising, which involves managing products, online merchandising primarily concerns the optimisation of screen real-estate.
The difficulty for merchandisers is that site performance is dynamic and always in a state of flux, and the optimisation process requires the configuration and administration of multiple systems, most of which are unaware of the others’ existence.
And if that weren’t enough, online merchandisers are often having to work towards multiple, sometimes conflicting objectives, or, worse still, to none.
For anyone new to the industry the role may appear to be an exercise in futility. But all is not lost, and there exist some simple steps and checks that merchandisers can use to help them through the process…