OPERATORS E040: Merchandising Deep Dive
Jan 24, 2024
Enhancing customer experience, seasonal merchandise, overwhelming options, omnichannel complexities, exclusive SMU unit, business adaptability, aligning products with brand message, merchandising and brand building, capitalizing on chance, improving drop strategy, sticking to core competency
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Mature Categories Pivot To Fashion And Customization
- When a product category reaches 'good enough', differentiation shifts to fashion, speed, and customization.
- Insulated drinkware moved from product improvement to novelty and personalization as a growth lever.
Holiday Drops Drove A Million Dollars
- Pelacase hit $1M after a Halloween 'spooky ghost' drop that matched customer taste.
- Seasonal novelty items delivered dramatic short-term sales when aligned with merchandising.
Improve Onsite Discovery And Cross-Sell
- Invest in onsite discoverability, cross-sell, and personalization to mimic physical retail discovery.
- Use bundles and pricing tiers to increase average order value and create good-better-best choices.