Ask any VP of Ecommerce or Online Merchandising Manager what they are doing to increase conversion rate and revenue on their site and they are likely to tell you they are using the latest recommendation engine to generate a highly personalized shopping experience. I would say they are leaving money on the table https://moulinchezlord.com/ .
Click on a pair of shoes and it will show you three other popular choices, a belt and a handbag to go along with it. Recommendation engines can be simple or quite sophisticated but the objective is the same; increase conversion rate and AOV (average order value).
So with all of this technology available to dynamically personalize the shopping experience for online shoppers, what place does a “Milk and Eggs” approach have in a cutting edge Ecommerce operation? Better yet, what is a “Milk and Eggs” approach?
This term is familiar to anyone with traditional merchandising experience. The concept is pervasive in the retail world and has stood the test of time for one simple reason; it works. You put the Milk and Eggs in the back of the store because you know the customer will find it regardless of location. Other products are strategically placed in route to and from the milk and eggs to increase exposure a.k.a selling opportunities which in-turn increases AOV.
The same principle applies to online merchandising but many people are missing the boat. How many sites to you see put the “Top Sellers” or “Most Popular” items at the top of the page or category? This is a self fulfilling prophecy. Your Top Sellers are in the top slots and they remain your Top Sellers as you would naturally expect. It’s like putting your Milk and Eggs at the check-out.
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