October 10 2006

Integrating metrics into online merchandising

Those busy folk at Mercado have partnered with Coremetrics and others to provide real-time information on the effectiveness of merchandising activity. Lack of real-time information is a major complaint of online store managers, and configuring analytics software is a complaint from the IT team. A packaged and "self-adjusting" combination therefore is immediately attractive.

The proof of course will be in the use, but in the interest of research we'll be pinging not only known Mercado users to learn their experiences, but also asking whether the other vendors of merchandising software plan similar upgrades and improved integration.

In the meantime it's clear that the information and capabilities available to online store managers is set to increase and this can only be good news for retailers and for online customers.

Ian Jindal. Mercado's press release saith:

Mercado Blends the Art and Science of E-Commerce through Metrics-Driven Merchandising™ Building on Deep Partnerships with Premier Analytics Providers Coremetrics, Fireclick, and Omniture, Mercado Automates the Process of Turning Commerce Knowledge into Results Shop.org Summit, New York, NY, October 10, 2006 - Mercado Software, the leading provider of e-commerce search and merchandising solutions announced today at Shop.org Summit the availability of Metrics-Driven Merchandising, a new offering that combines search, navigation and merchandising with web analytics and back-end systems such as ERP - enabling businesses to maximize online sales and customer service. Jamestown Distributors ( http://www.jamestowndistributors.com), a leading supplier of woodworking and boatbuilding supplies, is the first online retailer to deploy Metrics-Driven Merchandising. When it comes to merchandising their site, Jamestown can now automatically combine business know-how with intelligence gleaned from their Fireclick analytics. One result is that Jamestown no longer has to manually tune product rankings but instead continually and automatically refines the manner in which products are presented to customers. "Through Metrics-Driven Merchandising, we now are able to better manage our search results and merchandising campaigns," said Michael Mills, Vice-President of Jamestown Distributors. "By integrating Mercado tightly with our analytics and ERP systems, we can monitor in real time our web site's merchandising performance - ensuring that our system promotes the products that convert better, and that search results are automatically fine-tuned based on business factors such as seasonal specials, profit margins and owned inventory." Metrics-Driven Merchandising leverages accurate real-time information into site search and merchandising. E-commerce managers finally have the ability to monitor their site's marketing efficiency and have the site self-adjust to ensure the highest possible levels of sales conversions and order size. Mercado enables them to roll out new online merchandising strategies and within minutes begin to measure their effectiveness. "This is how e-commerce should function," said Susan Aldrich of PSG. "Until now, e-commerce managers have been relying on gut instinct and experience, and in many cases, out-of-date site analysis reports. The more up to date information the online marketing manager has about his or her customers' behavior when they visit the site, the better they can manage their e-commerce's site effectiveness and profitability." "We developed Metrics-Driven Merchandising in response to customer demand, and by working closely with our partners," stated Corey J. Leibow, President and CEO of Mercado. "By deeply integrating the power of our search, navigation and merchandising technology with leading analytic tools and other relevant business drivers, Mercado gives online businesses a merchandising boost. Through Metrics-Driven Merchandising - and other innovations we will soon announce - companies like Jamestown Distributors will most certainly see instant increased sales results."