Il visual merchandise è un processo logico che deriva direttamente da una pratica comune dei negozi e dei supermercati: lo shelf marketing.
Lo shelf marketing è una tecnica ormai comune nel mondo del commercio. Vi siete mai chiesti da cosa dipenda la posizione dei prodotti sugli scaffali? Per quale motivo alcuni prodotti si raggiungono facilmente mentre altri sono lontanissimi?
La risposta ad entrambe le domande è proprio lo shelf marketing o, in italiano, il Marketing dello scaffale.
Al giorno d’oggi, con il web sempre in maggiore espansione, abbiamo assistito alla nascita di una nuova versione di questa tecnica: il visual merchandise.
Visual merchandise: è così importante organizzare l’e-commerce?
La risposta è semplice e diretta: si. Il visual merchandise, proprio come la sua controparte fisica, è dedito all’organizzazione degli spazi nel sito web e permette di creare un percorso all’interno di esso, esattamente come le corsie dei supermercati.
Pensiamo al nostro e-commerce come ad una vetrina, avremo così un idea più chiara di cosa possa cercare il cliente e di cosa si voglia promuovere maggiormente.
Normalmente cambiare la vetrina attira la curiosità della clientela. Come è possibile realizzare questo cambiamento su un sito web?
In prima linea, si gioca sui banner e sugli articoli: i banner devono essere cambiati regolarmente, non solo durante le festività, così come gli articoli che devono comparire. Per usare questa strategia di visual merchandise possiamo concentrarci sulle visite del sito.
I prodotti più visti devono essere facilmente visualizzabili dal cliente.
Mostrandoli subito nella parte alta del sito, così che sia la prima cosa vista, focalizziamo l’attenzione dell’utente sulla merce che vogliamo maggiormente vendere.
Chi naviga, si troverà così con un ristretto campo di veduta. Avrà a portata di mano, istantaneamente, quelle informazioni vitali di cui abbiamo già parlato nell’articolo di neuromarketing: l’istinto farà sì che l’utente inizi la navigazione verso gli articoli primari da noi segnalati nell’area iniziale.
Gestire un e-commerce come fosse un vero e proprio negozio
La vera forza del visual merchandise è quella di portare un negozio vero all’interno di un negozio virtuale. Pensate alla merce: deve essere di facile reperibilità e con delle belle foto che riescano ad identificarla. L’utente che sta navigando il sito deve aver la sensazione quasi di poter toccare quello che vede.
Inoltre, se vogliamo far sì che il cliente ritorni, dobbiamo facilitare la visione e la disposizione della merce: una disposizione orizzontale è di facile identificazione rispetto ad una verticale.
Le categorie sono invece le nostre corsie, quindi un utente deve essere libero di “girarle” in maniera ordinata e di poterle valutare in modo indipendente. Una vetrina con troppi prodotti esposti invece causa una dispersione talmente vasta che, un utente medio, sarà dissuaso dall’entrarci una seconda volta.
Un modo per aiutare l’utente nella navigazione è quella di creare percorsi differenti per arrivare al prodotto. Ad esempio, la ricerca deve essere facilmente rintracciabile così come le categorie. Un altro sistema per facilitare la navigazione è quello di utilizzare i banner e i prodotti correlati in modo coerente: non mettereste mai la mortadella accanto alla nutella. Invece, consigliare della maionese, potrebbe creare una vendita aggiuntiva.
Il visual merchandise: è questo il futuro?
La direzione che è stata presa, soprattutto dopo l’ultimo anno di pandemia, è proprio quella dedicata agli e-commerce e alla vendita online. Una ricerca presentata da Netcomm ha dimostrato come l’e-commerce in Italia abbia generato 58.6 miliardi di ricavi, con un +6.3% rispetto al 2019.
Va anche valutato che il 56% di questi ricavi deriva dagli acquisti svolti da Smartphone. Dunque la nostra vetrina deve essere ottimizzata anche da mobile e rendere l’utente libero di navigare il sito con estrema semplicità: menu delle categorie facilmente raggiungibile, un grande pulsante di ricerca e delle foto ad alta risoluzione.
E quando un utente vede un sito da mobile, ricordatevi, nell’80% dei casi effettua un acquisto di impulso. Dunque il sito deve rispondere a tutte le regole sopracitate per invogliare un utente a diventare cliente.
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