I just returned from Shop.org’s Online Merchandising Workshop in Huntington Beach where I presented the second keynote. I want to tell you more about the first keynote speech where, Raul Vazquez President and CEO of Walmart.com. shared some meaty details about his team’s continuous optimization efforts.
The presentation was remarkably transparent. Raul is an engaging presenter, who established a wonderful rapport with the audience. I obviously cannot share everything in his presentation (you just need to attend next time), but he did put forth this elegant framework of principles which apply to many companies who want to present better online.
Value: Immediately upon arriving to a page a visitor must see the value that you offer. For Walmart, it is there brand promise and they use various techniques to do this.
Assortment – Highlight the best and then show the rest of their wide assortment.
Easy – Everything about the experience must be easy. They want it to be easy to find and easy to buy. Raul showed examples of all the efforts they make to keep their categorization consistent and improve internal search.
Content – Have great product info, multiples images, etc. He spoke about the value of Rating & Reviews (they work with Bazaarvoice on this) and the importance of showing product availability across channels.
Simplicity is what makes these four concepts so powerful, and obviously Walmart.com has been achieving outstanding results because of it.
Continuous improvement is what it is all about.
If you need some help getting that process working effectively in your organization, I’d love to talk to you about it.
Congratulations to Scott, Larry, Artemis and the rest of the Shop.org and NRF teams for putting on another great event.