Merchandising is a significant undertaking that involves promoting goods in a store. The action involves setting prices for commodities, establishing discounts and loyalty bonuses, creating display screens, formulating marketing strategies, and determining quantities of a particular product set. Merchandising is vital as an important skill as it can lead to an increase in revenue generation and popularity of one’s store. This paper looks to identify how Riley’s online store employs merchandising techniques to improve users’ shopping experiences.
The way a site presents its products can determine the amount of revenue they generate. Presentation is key as people are primarily attracted to purchase items that look well arranged, attractive, and colorful. The range and types of colors one uses on their website are vital as color helps people identify commodities faster. Color also helps users remember different commodities easily as colorful things are processed more quickly than dull things. Combining color with graphics, the arrangement of content and displays improves user experiences. A factor like arrangement of content allows for straightforward navigability of the site while displays like similar products and related product displays enhance the presentation of items on your site.
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Raley’s site uses several colors in the presentation of its items. The site opted for bright and conspicuous colors such as red, the color of love, and gold, the color of prestige (Griffith, 2018) . These colors promote user confidence as they evoke a feeling of content while navigating the site. The site uses different displays like the ‘top deals for you’ display, products on sale display, and previously purchased display to promote user satisfaction. The displays make it easy for the site’s users to find similar or related products that suit their needs.
Raley’s site also employs pictures and icons that are attractive and clear. Good, high-quality graphics are vital to an online store as users use pictures and icons to find the product they are looking for. Furthermore, using the appropriate picture for a product like meat or vegetables provide a lot of information compared to using words. This is because people relate to product pictures faster than word descriptions. Products on Raley’s website are appropriately structured as per their benefits, what they constitute, or using their general characteristics. The site’s products are structured into dairy, beverages, pantry, produce, organic, and no added sugar. These defined structures promote user engagement on the site.
One of the most important factors to consider in any online store is user navigability. The factor is essential because it allows for a site’s users to find items they need with minimum effort hence preventing issues with users trying to figure out how the site functions. Additionally, good navigability allows a site’s users to have confidence when accessing the site, hence increasing their time on the site. The more time users spend on a site, the more they are attracted to spend on products they didn’t intend to buy when they first visited the site.
Raley’s website is easy to navigate as it uses a variety of techniques to increase its navigability. One technique is employing the few click technique, where a user can reach the website’s more profound content through a few clicks. This reduces time wastage and ensures that users remain optimistic about the site. Another technique is the site uses a hierarchical content approach procedure. Through this technique, the site categorizes products with shared characteristics such as common names. An example, an avocado is categorized under fresh fruits, which are under the produce section. If one wishes to purchase an avocado, they first access the produce page then the user proceeds to the fresh fruit section before choosing their fruit. Lastly, Raley’s site provides a list on the left side of the page that allows users to quickly get to know where they are on the page and can trace back to where they were on the page.
Search boxes are helpful features that allow users to find exact or related products in a timely way. Sites that use search boxes are easy to navigate and cut down on time spending. Raley’s online store provides a search box on the top right section of their website. The search box allows users to type in keywords, product names, and product descriptions when they wish to find a product that suits their needs. Additionally, the search results are appropriately arranged using flashcards, making it easy for a user to find a product.
Reference
Griffith, L. (2018). Raley’s Strategic Initiatives Focus On Customers, Concepts, Team Members. The Shelby.
