What is online merchandising and why it is useful not only for online stores

Despite the active development of online sales, offline has not disappeared and remains an important channel for communication and customer experience. One of the tools for retailers to fine-tune and maximize the use of the symbiosis of digital and physical media is online merchandising. How to digitally optimize classic sales?

Pavel Bednenko, Leading Marketing Specialist at Trust Group BTL, is speaking.

If in classical retail, the word merchandising is understood as the promotion of goods on the shelves of retail premises, their presentation, layout, as well as the placement of promotional materials and control of stock balances in the warehouse, then online merchandising is a tool with which products are promoted on Internet sites through the creation of actual content.

Of course, classic merchandising is also relevant in e-commerce. But its online namesake is designed to increase profits through a more efficient presentation of goods and services in online stores and marketplaces. Online merchandisers are engaged in the production of the product, creating content that is designed to answer the client’s most potential questions even at the stage of viewing the product card.