Merchandising your Website

Photo taken from original webinar presentation by Ryan Atkinson, President + Co-Owner of SmartEtailing

Photo taken from original webinar presentation by Ryan Atkinson, President + Co-Owner of SmartEtailing

Great merchandising helps a customer shorten their journey. How do you give them something interesting to look at?

Make your website ‘the great place to go':

- 84% of Americans are shopping for something at any given time.

- They aren't going to buy everything they are looking at, but you can help them DISCOVER IT.

- Get the customer engaging with your inventory more often.

Put your products to work:

- Tell the story of what you have, otherwise, your inventory is just an expense.

- Once you put your product online, it becomes a marketing tool.

Our business needs:

- Increase the lifetime value of your customer:

- How can you show your customers you are a resource for everything they need?

- Improve seasonal sell-through:

- Market the Buy

- What's the hook to market the product?

- Create customer excitement

- Don't sit on the sidelines

- More effective product launches:

- Get your customers excited about new products through your site and not just the brands.

- How can you help your customers engage with the new products?

- Influence positive website metrics

Five Key Metrics to gauge the success of merchandising your website effectively:

1. Users: Get more users because you are a better resource for people.

2. Sessions: Get more sessions out of your customers because they want to come back.

* On average it takes a consumer 79 days to make a major purchase.*

3. Bounce Rate: If your homepage looks stale, they may bounce right out. However, if they see fresh content, you may pull them in.

4. Duration: How much clicking did the do? Clicking is equal to getting a person to ‘pick the product up in your store.

5. Page views: You want your customers to browse and look through your site.

Customer Discovery:

- Experience the variety of your selection

- Explore product categories

- Learn about new product

- Browse promotions- move the aging inventory. Promote on website

Two parts of your website:

1. Homepage: This is the front door to your business.

- Put a new product front and center.

- Don't take it for granted that people know you have certain products.

2. Landing Page:

- This is your silent salesperson.

- Make it easy to engage with the product.

- Make this page have easy access to your store. Contact phone number, address, hours of operation.

Leverage that you are the local expert.


This article summarized an NBDA Webinar presented by Ryan Atkinson, President and Co-Owner of SmartEtailing. SmartEtailing provides website, marketing, and data solutions to help independent bicycle retailers compete in an evolving retail world. As a new member of the NBDA you can take advantage of a special offer on a SmartEtailing website. See discount details here!

NBDA Webinars are concise, information-packed sessions that help independent bicycle dealers survive and thrive in today’s marketplace. To tune in to the next one, visit our Event Calendar and register online.