At Lyko, marketing is an increasingly technical discipline. Indeed, its eCommerce operations sit at the intersection between statistics, computer science and marketing – and exponentially growing volumes of customer data are a key driver behind that trend. That had implications for Lyko’s choice of merchandising solution, as Rickard pointed out:
“It is essential that the solutions we work with help our merchandisers to deliver relevant product exposures - and, as a leader in the sector we want cutting edge solutions. In this case that meant a technology able to reflect fast changing customer behaviour and to help us do away with manual and often tedious online merchandising processes.”
With all this in mind, Lyko turned to Apptus eSales to overhaul its online merchandising capabilities. Rickard commented: “Apptus offered a single, unified solution that promised to deliver all the capabilities we needed across search, navigation, ads and recommendations. Apptus eSales has given us the ability to use real time customer data as the fuel for behavioural search, facetted navigation, ads and trend sensitive contextual recommendations."
Apptus eSales has delivered all the enhanced capabilities that Lyko needed. It has enabled the firm to offer a significantly enhanced customer experience and drive revenue improvements, while saving time and money through the automation of routine merchandising tasks. Rickard said:
“First of all, we took advantage of automation. By responding to each individual’s on-site behaviour in real time, eSales minimises the need for manual and tedious merchandising. That saves the merchandising team several hours or even days per week, freeing them up to focus on more strategic, higher value activities.”
The move to Apptus has also helped Lyko to be more trend sensitive, staying one step ahead of micro peaks in demand as well as longer term best seller peaks. In summary, Rickard said:
“The solution allows us to maintain an eCommerce site offering great customer experience; where it is easy for customers to find the products or inspiration they need. It enables us to connect with our market in a much more customer-led way, and that ultimately means higher revenue.”