Chapter 13. Marketing and
Automate Your Merchandising
Frequent rotation of well-priced products or services on your home page will
Yahoo! can help you in this regard. Yahoo! provides several tools in Merchant Standard and Merchant Professional that automate key merchandising functions such as
In the Store Tag Hub, you will find several page layouts that you can cut and paste into a web design application, such as SiteBuilder, to help you quickly create product merchandising pages. Layouts are available for product detail pages and category pages. These layouts are completely customizable, so you can create the exact look that you would like for your site. To add your products to these layouts, you just need to add the appropriate Store Tag codes.
Yahoo! offers three free merchandising tools (depending on the Merchant Solution package you choose) to help you promote the sales of your products or service (see Figure 13.1). They are
A cross-sell engine
Cross-selling is an
Yahoo! offers a cross-selling engine for your Yahoo! store. This is a very valuable merchandising tool. With it, you can create cross-selling opportunities using up to 100 related products in your store. You can create special offers and
Cross-selling is an excellent strategy for
For example, if a person places a digital camera in his shopping cart, the cross-selling engine can automatically recommend a memory card, batteries, or a photo-editing software application. You can determine which products are recommended, set start and end dates for special cross-sell offers or seasonal promotions, and even provide special pricing for cross-sell items to encourage your users to buy right away. The cross-sell engine is only available in Merchant Standard and Merchant Professional.
Why not print your own private-labeled currency? That's what gift certificates are because they can be spent only at your store. Gift certificates can be
Customers can buy and send electronic gift certificates from your site and the recipient can redeem the gift certificate during the checkout process. In addition, the gift certificate service will let you track the number of gift certificates you have issued and which have not been redeemed from the Store Manager.
Offering discount coupons is another merchandising strategy to
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