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Ecommerce: The Game is Changing

When you think of merchandising, what comes to mind.  Ten years ago, I probably would have talked of great lighting, informative P.O.P. (point-of-purchase), and maybe even a friendly and attractive staff to tell you about a product.  Today, the focus of online merchandising is changing the game of eCommerce.

Betls at Bonobos are presented in a fashion that shows off color, material and assortment very cleanly.

Betls at Bonobos are presented in a fashion that shows off color, material and assortment very cleanly.

new ecommerce techology

New technologies are emerging that are doing one of two things; Bringing the in-store experience online and making the online better than off.  Merchandising is fast, convenient, and informative.  The feeling of risk is assuaged with guarantees of satisfaction and user generated testimonials.  One SF based seed-stage investor, Forerunner Ventures has a wide assortment of companies that are breaking new ground in consumer facing online sites.

What I found interesting is that they not only look at companies building platforms to enhance eCommerce/Social/Mobile, but they really invests in brands that are innovating internally.  One of their brands, Bonobos, has broken new ground with an amazingly clean online-merchandising presentation and incredible customer service.  Not bad looking pants either.  They’ve now expanded their business to a wide assortment of SKUs with the same great user experience.  Dollar Shave Club took something as simple as razors and build a seamless subscription based business that just makes sense.  For sure watch their video:

What I’m getting at here is that if you are looking at the consumer product space, prepare to adapt to the new market.  Gone are the days of you build it and they’ll come.  Welcome to the the new world of eCommerce and say hello to your new friend technology.

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