Cross- and Up-selling
Merchandising is broadly defined as all activities that contribute to the sale of a product to a consumer.
At a retailer, the merchandiser is usually responsible for managing the assortment on a day-to-day basis, price and promotions, making sure of its availability (inventory) and that it is displayed in such a way that it stimulates interest to buy the product.
Online merchandising supports the following phases in the customer journey:
Orientation: The customer is searching for a certain product,
offering the right product at the right price to affiliates and market places,
cooperating with the marketing department that the right products are communicated via for example Email Marketing or Display Advertising.
Selection: When the potential customer is visiting the online shop, the merchandiser makes sure the products can be found, filtered, selected and compared in a user-friendly and enticing way.
Transaction: The customer has found the product he is looking for. The merchandiser now has to provide all necessary product information to make sure the customer actually hits the "buy" button.
Target group: Manager
Module level: Manager
Version | 10 - 08 - 2018
Part of course: Digital Marketing (DIM)