By Alice Paul
Frog’s senior consultant Alice Paul explores why brands must ‘searchandize’ effectively to remain discoverable and relevant, no matter the path to purchase.
In a retail store, a huge amount of effort is put into merchandising; from the end caps that attract bargain shoppers, to the impulse strike zones attempting to disrupt their route to the checkout. Given the recent surge in e-commerce, it stands to reason that this same level of effort should be put into the digital shelf. Introducing ‘searchandizing’: the process of curating search results to drive sales.
Source: The Drum