In this episode, host Al Keck sits down with Andre Brown, Founder & CEO of Advanced Commerce, to deep-dive into the critical art of on-site merchandising in e-commerce. They discuss why artificial intelligence (AI) and machine learning (ML) alone are insufficient to optimise customer experiences and boost sales, and how advanced merchandising strategies can transform online retail.

Key Highlights:

• Merchandising as a ‘Lost Art’: Andre emphasises that product curation and sequencing on e-commerce sites are often overlooked compared to customer acquisition, despite their crucial impact on conversion and average order value.
  
• Challenges with AI-Only Solutions: AI's limitations include reliance on past behavioural data which does not always predict future buying patterns, inability to adapt quickly to changing tastes or gifting scenarios, and difficulties handling shared devices or multiple buyers within one profile.
  
• Paradox of Choice for Online Shoppers: With vast product catalogs but limited visitor attention spans — normally only engaging with the first two to three pages — retailers must carefully curate what each visitor sees first, akin to physical store shelf placement but more complex.
  
• Becoming a Trendsetter vs. an Order Taker: Andre challenges retailers to consider whether they want to just follow trends based on past data or lead with innovative merchandising that anticipates customer needs.
  
• Tailored Product Sequencing: Advanced Commerce's platform uses AI to assist but combines it with customisable strategies allowing non-technical retailers to display personalised product assortments based on customer personas, thereby increasing average order value by 10-12% and monthly order volume by about 5%.
  
• Integration with CRM and Email Tools: The platform can connect with email marketing and CRM systems to align on-site merchandising with targeted campaigns, improving relevance and engagement.
  
• Quick Deployment: For Shopify users, Advanced Commerce can launch same day, with typical implementations spanning four to six weeks, allowing retailers to quickly see measurable results and iterate effectively.

This episode was recorded in June 2022

Useful Links:

• Learn more about Advanced Commerce: https://advancedcommerce.io
• Connect on LinkedIn: Andre Brown
• Contact email: [email protected]
• Find out more about Infinity Nation
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