Merchandising associations

When a customer selects a catalog entry on the storefront, we can suggest additional, different, or replacement products. This type of suggestion is referred to as a merchandising association. Merchandising associations are used as a product recommendation strategy to increase store sales.

In addition to promotional associations such as cross-selling, up-selling, and suggested accessories, key words highlight extra semantic information of merchandising relationships, such as requires and comes with. The behavior of these semantics is determined by the store's specific business requirements and does not perform any business logic by default. For example, one store may decide that require automatically adds a product to the shopping cart, while another simply displays a message to the customer.

For each merchandising association there is a source catalog entry and a target catalog entry. For example, if a shirt has a tie as an accessory, the shirt can be the source entry and the tie can be the target entry. A source catalog entry can have multiple associations, therefore multiple target entries. Continuing the previous example, the shirt can have both a tie and cufflinks as accessories. In this case the shirt remains the source entry, while the tie and cufflinks are each target entries. After a merchandising association is created, from the source catalog entry we can determine its associated target catalog entries.

We can create the following catalog entry merchandising associations:

cross-sell

Suggest other catalog entries based on an already chosen catalog entry. For example, we can suggest a high-resolution color printer when a digital camera is purchased, or a particular type of batteries when a flashlight is purchased.

up-sell

Suggest a better catalog entry based on the one selected. For example, we can suggest a higher quality television when a low-end model is selected.

accessory

Suggest an accessory that will complement the selected catalog entry. For example, we can suggest an extra game controller when a video game system is selected.

replacement

Indicate that the relationship between two catalog entries is considered equivalent. Replacement is only valid when two catalog entries are of the same catalog entry type: product, package, bundle, or kit. For example, if one type of brand name battery is sold out, we can suggest a different brand name battery, provided that both batteries are products.

Note: Management Center does not prevent you from creating or saving an invalid replacement association. However, the invalid replacements will not show up on the storefront.

Related tasks
Manage merchandising associations