OPERATORS E040: Merchandising Deep Dive
Jan 24, 2024
Enhancing customer experience, seasonal merchandise, overwhelming options, omnichannel complexities, exclusive SMU unit, business adaptability, aligning products with brand message, merchandising and brand building, capitalizing on chance, improving drop strategy, sticking to core competency
AI Snips
Chapters
Transcript
Episode notes
Merchandising Is More Than Visual Displays
- Merchandising extends beyond in-store displays to product choice, seasonality, and presentation across channels.
- Ridge grew ~25% top-line by adding structured newness and limited editions through merchandising.
Too Much Choice Damages Discovery
- Excessive optionality creates a digital 'traffic jam' that harms discovery and conversion.
- Lookbooks and pre-planned listing layouts help predict how customers will see and shop assortments.
Mature Categories Pivot To Fashion And Customization
- When a product category reaches 'good enough', differentiation shifts to fashion, speed, and customization.
- Insulated drinkware moved from product improvement to novelty and personalization as a growth lever.