This document discusses trends in e-merchandising and catalog organization for large online retailers. It covers topics like catalog structure, search features, cross-selling recommendations, and responsive design for different devices. The author provides examples from their work improving the catalog for a large home improvement retailer in Brazil. They achieved significant increases in traffic, online satisfaction scores, and catalog size through approaches like cleaning product data, adding search suggestions, and optimizing the site for mobile users.
Design, usability and information architecture for e-commerce - Gaëtan Belbéoc'h
1. Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Latest trends in E-Merchandising
Usability and Information Architecture
on large e-commerce catalogs
12 Augusto 2014
2. 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 Apparel
L’Oreal world’s no1 in Cosmetics
Adeo Group & Leroymerlin world no3 in DIY
3. Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
About Leroy merlin
mission: “Helping people improve their living environment
Constrution
DIY
Decoração
Gardening
16 years in Brasil
7.200 colaborators
32 stores
2 CD e 2 Platforms
4. 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 categories
1. Few product experts available
2. 25% product renovation / year
3. A very « low-tech » supplier base
4. Hard to get data and low quality pictures
Our main challenges
5. 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 automatic
human-created algorithms
6. 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
7. 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
8. 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 groupAdeo
Traffic
Our sucesses 2013-2014
11. Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
then it grew Largest carrefour 25500 m2 (1972)
Over 200 000 sku
12. Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Clients: struggling to choose between similar products
Retailers: « Is such a huge choice really profitable ?
13. Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Carrefour downsized his largest stores by 6000 sqm
to 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
14. 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
15. 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.
16. Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
From the 70’s to now:
Merchandising is improving profitability / M2
17. Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
What about theWeb?
Few profitable e-commerce players yet
Focused on growth first (profitability later)
Increasing catalog size (Amz > 200 millions items)
Launching market places
33. 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
34. 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 »
54. 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:
64. Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Our organization
Around 30 people including
- Product / supplier team
- WebTech/Marketing team
- E-Business team
65. Intro 1. catalog 2. search 3. micro merch 4. visual merh 5. organization
Working agile with a touch of Do itYourself ^o^/
Thanks you partner, too ;)
Booze and Co 2010:
“Retailers know they need to do a better job of “curating” the assortment,
assuming the roles of selector and chief buyer on behalf of consumers.”
hybrid retailers (physical goods from digital shelves).
cannot afford the space to stock the low-selling items beyond some point in the long tail
En lisant cette étude je me suis demandé comment définir cette limite
http://arxiv.org/pdf/0808.1655v2.pdf
In such markets, peer-to-peer influence is acrucial factor in consumer choice
The basic behavioural choice rule followed by consumers is based upon the well-known model
of preferential attachment