In today’s competitive market, it’s critical for recreation dealerships to leverage every advantage they can get. One key area where dealerships can significantly boost their sales and customer engagement is through inventory merchandising. By effectively showcasing your inventory online, you can turn casual browsers into serious buyers.
However, inventory merchandising is more than just optimizing your listing pages. Much like you strategically layout your sales floor with new, discounted or clearance units, you can design your homepage to prompt digital visitors like your in-store clients.
In this article, we’ll highlight three easy inventory merchandising strategies you can adopt on your website’s homepage that will help lead your online customers in a digital path to purchase.
What is Inventory Merchandising?
Before we dive into the strategies, let’s clarify what inventory merchandising is. Inventory merchandising involves using various online tools and techniques to showcase your inventory as richly as possible. It goes beyond just listing items; it encompasses everything from high-quality images and detailed descriptions to interactive elements like 360-degree views and videos. You want to try to give your browsers an experience as close to seeing the product in person as digitally possible.
Benefits of Effective Inventory Merchandising
Implementing inventory merchandising strategies offers several benefits:
- Enhanced Customer Experience: High-quality visuals and detailed information help customers make informed decisions.
- Increased Engagement: Interactive elements keep potential buyers on your site longer, increasing the likelihood of a sale.
- Higher Conversion Rates: Well-merchandised listings are more likely to convert visitors into buyers. 85% of shoppers prioritize product images and information when making a buying decision (Google).
Strategy 1: Optimize Navigation Menus with High-Demand Inventory Categories
What are Your Customers Looking for?
You may already have some inventory categories on your homepage navigation like manufacturer, or basic product categories if you sell more than one. For example, if you are a marine dealer, you may have categories like the types of boats and brands. If you’re a powersports dealer, you may specify each product category like motorcycles, side by sides, ATVs, etc.
Ensure you are capturing all the categories that your specific customers are looking for. Make the navigation as convenient as possible by helping them get to what they want – faster. What are your most popular filtered categories? Are customers searching for new or used units? Get them there faster without having to filter your inventory.
The easier you make it for your customer to get where they’re going, the better chance you have at conversions and sales.
Strategy 2: Use Banners to Highlight Featured Inventory
Eye-catching banners can be utilized to lead website visitors the same way that you generate interest with in-store visitors with sales floor displays. When customers visit your dealership, where are you directing them first? Is it towards new arrivals? Or newly discounted units? Or is it toward a seasonal display?
You can lead your digital visitors in this same manner with banners on your homepage. Capture even more attention with:
- Compelling high-res images: Drive interest with action-packed or highly detailed images.
- Rotating banners: Use a rotating or scrolling banner to push viewers toward more than one inventory category. What are the top three or four inventory pages you want to drive traffic to? Include them all!
- Engaging Calls to Action: Don’t just let the images do all the talking; make sure you include a call to action or the kind of pitch you use on the sales floor. “Don’t miss this year’s biggest sales event!” “See our latest arrivals before they’re gone” etc.
Strategy 3: Use Dynamic Pop-Ups to Personalize User Experience
76% of consumers say they are more likely to purchase from brands who personalize their experience (McKinsey). Personalizing your customers’ experiences doesn’t have to be painstakingly manual – you can use automation and integrations to do this personalization for you.
Target returning website visitors by redirecting them to pages they’ve visited before with pop-ups. These don’t have to be distracting from the rest of the content on your homepage, either. These can be small pop-ups on the side, bottom, or top of your screen that simply prompt – or re-engage – your return visitors. These pop-ups can look like:
- Recently viewed inventory
- Revisit your cart
- Pick up where you left off
Treat Your Homepage Like Your Lobby
Inventory merchandising is not just for physical store displays! Don’t miss the opportunity to strategically engage and direct your online visitors in the same way you direct your in-store customers.
Decide what inventory pages or categories are your highest priority and design your homepage to lead your online audience accordingly. Implement these inventory merchandising strategies, and watch your online sales soar.