It’s fall in New York City. During the holidays, the famous stores on Fifth Avenue have incredible storefronts to welcome shoppers.
From the minimalist Apple Store to the playful decorations in Macy’s, Bergdorf Goodman, and more. The fifth avenue is the best-in-class example of visual merchandising.
Visual fashion merchandising is about using displays to promote and sell products. But it goes beyond putting merchandise on shelves.
The goal is to create a shopping experience that is both enjoyable and profitable. Well-designed displays can attract customers, encourage them to browse, and make impulse purchases.
This is quite relevant.
It is so important in fact, that according to The State of Brick & Mortar Retail Report, the shopping experience is the main reason shoppers either leave or come back to your store.
Let’s look at how this translates into the fashion e-commerce experience.
How is visual merchandising used in ecommerce?
Just like in physical stores, shoppers are more likely to buy from an online store that looks and makes them feel good. If the website is difficult to use or navigate, or if it is visually unappealing, shoppers are more likely to leave without making a purchase. In fact, 88% of online consumers are less likely to return to a site after a bad experience.
Our team at Miros recently conducted a study that found that 83% of users reported difficulty finding products that match their specific requirements. This shows that there is a clear need for ecommerce businesses to improve their product discovery experience.
The homepage is the “front door” of your website, and it is critical to make it easy for users to find the products they are looking for. This means providing clear navigation, search functionality, and curated paths such as trends or new arrivals.
Personalization can transform your homepage into smart merchandising, leveraging the power of AI. For example, you can use AI to recommend products to users based on their past browsing history, purchase history, and other factors. This can help users to find the products they are most likely to be interested in, and it can also lead to increased sales.
Here are some specific tips for creating a great ecommerce shopping experience:
- Make your website easy to use and navigate. This means having a clear and concise layout, well-organized menus, and large, easy-to-read fonts.
- Provide multiple product discovery options. This includes category navigation, text and visual search functionalities, and curated paths.
- Use AI to personalize the shopping experience. This can involve recommending products to users, providing personalized search results, and offering customized discounts and promotions.
- Invest in high-quality product images and descriptions. This will help users to understand better the products you are selling and to make informed purchase decisions.
Why ecommerce businesses should personalize the shopping experience
Delivering a personalized product offer in ecommerce brings the following set of benefits:
- Enhanced Customer Experience
- Increased Customer Engagement
- Improved Customer Loyalty
- Higher Conversion Rates
- Reduced Cart Abandonment
- Increased Average Order Value
How brands are incorporating fashion merchandising
Big brands like Harvey Nichols, a luxury department store known for its visually striking merchandising in its brick-and-mortar stores, bring the experience to the website by using visually striking photography and a mix of hero products, new arrivals, and trends in their homepage.
