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  • Documentations for PrestaShop 1.6
  • English documentation 1.6
    • Getting Started
      • What you need to get started
      • Installing PrestaShop
      • Installing PrestaShop on your computer
      • Installing PrestaShop using the command-line script
      • Updating and Uninstalling PrestaShop
      • Misc. information
    • Updating PrestaShop
      • Automatic update
      • Manual update
      • Making and restoring your own backup
      • In case of issues
    • User Guide
      • Training
      • Customizing your shop
      • Connecting to the PrestaShop back office
      • Discovering the Administration Area
      • Getting on board of PrestaShop
      • First steps with PrestaShop 1.6
      • Managing the Catalog
        • Managing Products
        • Managing Categories
        • Monitoring Your Catalog
        • Managing Product Attributes
        • Managing Product Features
        • Managing Manufacturers
        • Managing Suppliers
        • Building Image Maps
        • Managing Tags
        • Managing Attachments
      • Managing Orders
        • Orders
        • Invoices
        • Merchandise Returns
        • Delivery Slips
        • Credit Slips
        • Statuses
        • Order Messages
      • Managing Customers
        • Your customers
        • Customer addresses
        • Customer Groups
        • Shopping Carts
        • Customer Service
        • Your Contacts
        • Social Titles
        • Outstanding
      • Creating Price Rules and Vouchers
        • Cart Rules
        • Catalog price rules
        • Marketing modules
      • Managing Modules and Themes
        • Your Modules
        • Modules and Themes Catalog
        • Front office Positions
        • Payment Settings
      • Making the Native Modules Work
        • Administration modules
        • Advertising and Marketing modules
        • Analytics and Stats modules
        • Billing & Invoicing modules
        • Dashboard modules
        • Front Office Features modules
        • Mobile modules
        • Pricing and Promotions modules
        • SEO modules
        • Search and Filter modules
        • Shipping and Logistics modules
        • Site certification & Fraud prevention modules
        • Smart Shopping modules
        • Taxes & Invoicing modules
        • Translation modules
      • Managing Shipping
        • Managing Carriers
        • Shipping Preferences
      • Understanding Local Settings
        • Localization
        • Languages
        • Zones
        • Countries
        • States
        • Currencies
        • Taxes
        • Tax Rules
        • Translations
      • Understanding the Preferences
        • General Preferences
        • Orders Preferences
        • Products Preferences
        • Customers Preferences
        • Themes Preferences
        • SEO & URLs Preferences
        • CMS - Managing Static Content
        • Images Preferences
        • Store Contacts Preferences
        • Search Preferences
        • Maintenance Settings
        • Geolocation Preferences
      • Understanding the Advanced Parameters
        • Configuration Information
        • Performance Parameters
        • E-Mail Parameters
        • Multistore Parameters
        • CSV Import Parameters
        • DB Backup
        • SQL Manager
        • Logs Parameters
        • Webservice Parameters
      • Administering the back office
        • Administration Preferences
        • Quick Access Configuration
        • Employees Accounts Configuration
        • Employee Profiles
        • Profile permissions
        • Administration Menus Configuration
        • Merchant Expertise
      • Understanding Statistics
        • Statistics
        • Search Engines
        • Referrers
      • Advanced Stock Management
        • General Concepts
        • Presenting the Stock Management Interface
        • Stock Management Rules
      • Managing Multiple Shops
        • The multistore interface
        • Creating a new shop group
        • Creating a new shop
        • Setting a shop's URL
        • Sample Usages and Specifics
      • Complying with the GDPR
    • Developer Guide
      • Coding Standards
        • PHP Coding Standards
          • Pre-1.6.1.0 PHP Coding Standards
        • JavaScript Coding Standards
        • CSS, HTML, Smarty & Twig Coding Standards
        • Commits & Pull-requests Conventions
        • SQL Guidelines
      • Fundamentals of PrestaShop Development
      • Setting Up Your Local Development Environment
      • Diving into PrestaShop Core Development
        • Accessing the database
        • The Dispatcher
        • Controllers within PrestaShop
        • Views within PrestaShop
        • Managing Cookies
        • Managing Hooks
      • Creating a PrestaShop Module
        • What is a PrestaShop module?
        • Creating a first module
        • About the config.xml file
        • Adding a configuration page
        • Displaying content on the front office
        • Module translation
        • Enabling the Auto-Update
        • Development Troubleshooting
        • 1.6-specific Developer Documentation
          • Creating a Dashboard Module
          • Making your module work with Bootstrap
        • Miscellaneous developer documentation
          • Specifics of multistore module development
          • The Backward Compatibility Toolkit: Making your 1.5+ module compatible with PrestaS
          • Creating a payment module
          • Creating a carrier module
          • Tying your module to your Addons account
      • Developer tutorials
        • Best Practices of the Db Class
        • Developer tips and tricks
        • Handling special characters in links
        • Overriding default behaviors
        • PrestaShop's developer tools
        • Using jQuery and jQueryUI
        • Using the backward compatibility toolkit
        • Using the Context Object
        • Using the Helper classes
          • Using the HelperForm class
          • Using the HelperOptions class
          • Using the HelperList class
        • Using the PrestaShop Web Service
          • Web service one-page documentation
          • Web service tutorial
            • Chapter 1 - Creating an access to the back office
            • Chapter 2 - Discovery: Testing your access to the web service with the browser
            • Chapter 3 - First steps: Accessing the web service and listing customers
            • Chapter 4 - Data retrieval: Retrieving a customer
            • Chapter 5 - Data modification: Updating a customer
            • Chapter 6 - Data creation: Creating a remote online form
            • Chapter 7 - Data removal: Removing customer accounts from the database
            • Chapter 8 - Advanced use
            • Chapter 9 - Image management
            • Chapter 10 - Price management
            • Cheat-sheet: Concepts outlined in this tutorial
          • Web service reference
      • Contributing to PrestaShop
        • Contributing code to PrestaShop
        • How to use the Forge to contribute to PrestaShop
        • How to write a commit message
      • PrestaShop Cloud-specific development
    • Designer Guide
      • Theme development fundamentals
      • Organization of a Theme
      • Laying the Theme's Foundations
      • Theme templates and Smarty
      • Using jQuery and Ajax
      • Best practices
      • Bootstrap, Sass and Compass in PrestaShop 1.6
        • Using Bootstrap
        • Using Sass
        • Using Compass
      • Tying your theme to your Addons account
    • System Administrator Guide
      • Making your PrestaShop installation more secure
    • Merchant's Guide
      • Our e-commerce advices
      • Sample price rules
    • FAQ
      • Using PrestaShop 1.6 with WordPress
    • Troubleshooting
  • Documentation française 1.6
    • Guide de démarrage
      • Ce dont vous avez besoin
      • Installer PrestaShop
      • Installer PrestaShop sur votre propre ordinateur
      • Installer PrestaShop en ligne de commande
      • Mettre PrestaShop à jour
      • Informations diverses
    • Guide de mise à jour
      • Mise à jour automatique
      • Mise à jour manuelle
      • Faire une sauvegarde et la restaurer
      • En cas de problème
    • Guide de l'utilisateur
      • Formations
      • Personnaliser votre boutique
      • Se connecter au back-office de PrestaShop
      • Découvrir la zone d'administration
      • Premiers pas avec PrestaShop 1.6
      • Gérer le catalogue
        • Gérer les produits
        • Gérer les catégories
        • Faire le suivi de votre catalogue
        • Gérer les attributs de vos produits
        • Gérer les caractéristiques de vos produits
        • Gérer les fabricants
        • Gérer les fournisseurs
        • Construire des scènes
        • Gérer les mots-clés (tags)
        • Gérer les documents joints
      • Gérer les commandes
        • Commandes
        • Factures
        • Retours produits
        • Bons de livraison
        • Avoirs
        • États de commande
        • Messages prédéfinis
      • Gérer les clients
        • Vos clients
        • Adresses des clients
        • Groupes de clients
        • Paniers
        • Service Après-Vente
        • Vos contacts
        • Titres de civilité
        • Encours autorisés
      • Mettre en place des promotions
        • Règles paniers
        • Règles de prix catalogue
        • Modules marketing
      • Gérer les modules et les thèmes
        • Vos modules
        • Catalogue de modules et thèmes
        • Positions sur le front-office
        • Paramètres de paiement
      • Configurer les modules natifs
        • Modules Administration
        • Modules Drop-shipping
        • Modules Facturation
        • Modules Fonctionnalités front-office
        • Modules Guides d'achats
        • Modules Mobile
        • Modules Paiement
        • Modules Places de marché
        • Modules Prix & Promotion
        • Modules Publicité et marketing
        • Modules Recherche et filtres
        • Modules Référencement - SEO
        • Modules Sécurité des Paiements
        • Modules Statistiques et Analyses
        • Modules Transporteur et logistique
        • Modules Traduction
      • Gérer la livraison
        • Gérer les transporteurs
        • Préférences de livraison
      • Comprendre les réglages locaux
        • Localisation
        • Langues
        • Zones (fr)
        • Pays
        • États
        • Devises
        • Taxes (fr)
        • Règles de taxe
        • Traductions
      • Comprendre les préférences
        • Préférences générales
        • Préférences des commandes
        • Préférences des produits
        • Préférences des clients
        • Préférences des thèmes
        • Préférences SEO & URL
        • CMS - Gérer le contenu statique
        • Préférences des images
        • Préférences des coordonnées & magasins
        • Préférences de la recherche
        • Préférences de maintenance
        • Préférences de géolocalisation
      • Comprendre les paramètres avancés
        • Informations de configuration
        • Paramètres de performances
        • Paramètres des e-mails
        • Paramètres multiboutique
        • Paramètres d'import CSV
        • Sauvegarde BDD
        • Gestionnaire SQL
        • Paramètres de log
        • Paramètres du service web
      • Administrer le back-office
        • Préférences de l'administration
        • Configuration de l'Accès rapide
        • Configuration des comptes des employés
        • Profils des employés
        • Permissions des employés
        • Configuration des menus de l'administration
        • Expertise PrestaShop (Merchant Expertise)
      • Comprendre les statistiques
        • Statistiques
        • Moteurs de recherche
        • Affiliés
      • Gestion avancée des stocks
        • Concepts généraux
        • Présentation des interfaces gestion des stocks
        • Règles de gestion des stocks
      • Gérer plusieurs boutiques
        • L'interface multiboutique
        • Créer un nouveau groupe de boutiques
        • Créer une nouvelle boutique
        • Mettre en place l'adresse d'une boutique
        • Exemples d'utilisations et utilisations spécifiques
      • Embarquer à bord de PrestaShop
      • Etre conforme au RGPD
    • Guide du développeur
      • Adapter votre module à Bootstrap
      • Créer un module pour le tableau de bord
    • Guide de l'administrateur système
      • Rendre votre installation de PrestaShop plus sûre
      • Nos bons conseils
    • Guide du vendeur
      • Exemples de promotions
    • Questions fréquentes
    • Dépannage
  • Documentación española 1.6
    • Guía de Actualización
      • PrestaShop 1.6 : Actualización automática
      • PrestaShop 1.6 : Actualización manual
    • Introducción
      • Lo que necesita para empezar
      • Instalación de PrestaShop
      • Instalación de PrestaShop en su ordenador
      • Instalación de PrestaShop utilizando la secuencia de línea de comandos
      • Actualizar y desinstalar Prestashop
      • Informaciones diversas
    • Guía del Usuario
      • Formación
      • Personalización de tu tienda
      • Conexión al back-office de PrestaShop
      • Descubriendo el Área de Administración
      • Súbete a bordo de Prestashop - Haz un recorrido guiado
      • Primeros pasos con PrestaShop 1.6
      • Gestionar el Catálogo
        • Gestionar Productos
        • Gestionar Categorías
        • Monitorear tu Catálogo
        • Gestionar Atributos del Producto
        • Gestionar Características del Producto
        • Gestionar Fabricantes
        • Gestionar Proveedores
        • Gestionar Etiquetas
        • Mapeo de imágenes
        • Gestionar Archivos adjuntos
      • Gestionar Pedidos
        • Pedidos
        • Facturas
        • Devoluciones de mercancía
        • Albaránes de entrega
        • Facturas por abono (Notas de crédito)
        • Estados de Pedidos
        • Mensajes para Pedidos predefinidos
      • Gestionar Clientes
        • Tus clientes
        • PrestaShop 1.6 : Direcciones de clientes
        • Grupos de clientes
        • Carritos de compra
        • Servicio de atención al cliente
        • Tus Contactos
        • Tratamientos (Títulos sociales)
        • Saldo pendiente por cobrar (B2B)
      • Crear Reglas de precios y Cupones de descuento
        • Reglas del carrito
        • Reglas de Precios del catálogo
        • Módulos de Marketing
      • Gestionar Módulos y Temas
        • Tus Módulos
        • Catálogo de Módulos y Temas
        • Posiciones de los módulos en el Front-Office
        • Configurar Métodos de pago y restricciones
      • Configurar y trabajar con los Módulos nativos
        • Módulos de Administración
        • Módulos de Publicidad y Marketing
        • Módulos de Análisis y Estadísticas
        • Módulos de Impuestos y Facturación
        • Módulos Inicio
        • Módulos de Aplicaciones Front-Office
        • Módulos de Mercado
        • Módulos de Dispositivos móviles
        • Módulos de Pago Seguro
        • Módulos de Plataformas de pago
        • Módulos de Precios y Descuentos
        • Módulos SEO
        • Módulos de Búsqueda y Filtrado
        • Módulos de Envío y Logística
        • Módulos de Compras Inteligentes
        • Módulos de Traducciones
      • Gestionar Transporte
        • Gestionar Transportistas
        • Preferencias de Transporte
      • Comprender la configuración local
        • Localización
        • Idiomas
        • Zonas
        • Países
        • Provincias (Estados)
        • Monedas
        • Impuestos
        • Reglas de impuestos
        • Traducciones
      • Comprender las Preferencias
        • Preferencias Generales
        • Preferencias de Pedidos
        • Preferencias de Productos
        • Preferencias de Clientes
        • Preferencias de Temas
        • Preferencias SEO y URLs
        • CMS - Gestionar el Contenido Estático
        • Preferencias de Imágenes
        • Preferencias de Contactos de la tienda
        • Preferencias de Búsqueda
        • Preferencias de Mantenimiento
        • Preferencias de Geolocalización
      • Comprender los Parámetros avanzados
        • Información sobre la Configuración
        • Parámetros de Rendimiento
        • Parámetros de Correo electrónico
        • Parámetros Multitienda
        • Parámetros de Importación de archivos CSV
        • Copia de seguridad de la Base de Datos
        • Gestor de consultas SQL
        • Parámetros de Registros/Logs
        • Parámetros Webservice
      • Administrar el Back-Office
        • Administración de Preferencias
        • Configuración de Acceso rápido
        • Configuración de Cuentas de Empleados
        • Perfiles de Empleados
        • Permisos de Perfiles
        • Configuración de Menús de Administración
        • Experiencia Comercial (Experiencia minorista)
      • Comprender las Estadísticas
        • Estadísticas
        • Motores de búsqueda
        • Programa de afiliados
      • Gestión avanzada de stock
        • Conceptos Generales
        • Presentación de la interfaz back-office para gestionar el stock
        • Reglas del sistema de gestión
      • Gestionar múltiples tiendas
        • La interfaz multitienda
        • Crear un nuevo grupo de tiendas
        • Crear una nueva tienda
        • Configurar la URL de una tienda
        • Ejemplos de usos del modo multitienda
      • Cumplimiento de la legislación europea del RGPD
    • Guía del Desarrollador
      • Estándares de Codificación
  • Deutsche Dokumentation 1.6
    • Erste Schritte
      • Was für die Installation benötigt wird
    • Benutzerhandbuch
      • Übungen
      • Anpassung des Shops
      • Der PrestaShop Adminbereich
      • Entdecken der Administrationsoberfläche
      • Durchstarten mit PrestaShop
      • Erste Schritte in PrestaShop 1.6
      • Verwaltung des Katalogs
        • Artikel verwalten
        • Verwaltung der Kategorien
        • Kontrollübersicht
        • Artikelvarianten
        • Artikeleigenschaften
        • Hersteller
        • Lieferanten
        • Bildserien
        • Tags verwalten
        • Anhänge
      • Verwalten von Bestellungen
        • Bestellungen
        • Rechnungen
        • Warenrücksendungen
        • Lieferscheine
        • Rückvergütungen
        • Status
        • Bestellnachrichten
      • Kundenverwaltung
        • Kunden
        • Adressen
        • Gruppen
        • Warenkörbe
        • Kundenservice
        • Kontakte
        • Anreden
        • Offene Posten
      • Preisregeln und Gutscheine erstellen
        • Warenkorb Preisregeln
        • Katalog Preisregeln
        • Marketing-Addons
      • Module und Templates verwalten
        • Module
        • Modul- und Template-Shop
        • Positionen
        • Zahlungsart
      • Funktionen der Standardmodule
        • Verwaltungsmodule
        • Module zu Werbung & Marketing
        • Module zu Statistiken & Analysen
        • Module zu Zahlungen und Rechnungen
        • Dashboardmodule
        • Module zu Front-Office-Funktionen
        • Mobil-Module
        • Module zu Preisen & Sonderangeboten
        • SEO-Module
        • Such- und Filter-Module
        • Module zu Versand & Logistik
        • Module zur Seitenverifzierung und Betrugsprävention
        • Smart-Shopping-Module
        • Module zu Steuern & Rechnungen
        • Übersetzungsmodule
      • Versand
        • Versanddienste
        • Voreinstellungen verwalten
      • Lokalisierung
        • Lokalisierung verwalten
        • Sprachen
        • Gebiete
        • Länder
        • Bundesländer
        • Währungen
        • Steuersätze
        • Steuerregeln
        • Übersetzungen
      • Voreinstellungen
        • Allgemein
        • Voreinstellung Bestellungen
        • Voreinstellung Artikel
        • Voreinstellung Kunden
        • Templates
        • SEO & URLs
        • CMS-Seiten
        • Bilder
        • Shopadressen
        • Suche
        • Wartung
        • Geotargeting
      • Erweiterte Einstellungen
        • Systemeinstellungen
        • Leistung
        • E-Mail
        • Multishop
        • CSV-Import
        • Datenbank-Backup
        • SQL-Abfragen
        • Log-Dateien
        • Webservice
      • Verwaltung
        • Verwalten der Voreinstellungen
        • Schnellzugriff
        • Mitarbeiter
        • Profile
        • Berechtigungen
        • Menüpunkte
        • Handelserfolg
      • Statistiken
        • Statistiken verwalten
        • Suchmaschinen
        • Referrer
      • Erweiterte Lagerverwaltung
        • Allgemeines Konzept
        • Die Oberfläche der Lagerverwaltung
        • Regeln zur Lagerverwaltung
      • Verwalten mehrerer Shops
        • Das Multishop Interface
        • Erstellen einer neuen Shop Gruppe
        • Erstellen eines neuen Shops
        • Die URL eines Shops festlegen
  • Polska dokumentacja 1.6
    • Początek (PrestaShop 1.6)
      • Czego potrzebujesz, by zacząć?
      • Instalacja PrestaShop
    • Aktualizacja PrestaShop
      • Automatyczna aktualizacja
      • Ręczna aktualizacja
    • Przewodnik użytkownika
      • Szkolenia
      • Dostosowanie Twojego sklepu
      • Połączenie z panelem administracyjnym
      • Odkrywanie obszaru administracyjnego
      • Rozpocznij pracę z PrestaShopem
      • Pierwsze kroki
      • Zarządzanie katalogiem
        • Zarządzanie produktami
        • Zarządzanie kategoriami
        • Monitorowanie Twojego katalogu
        • Zarządzanie atrybutami produktów
        • Zarządzanie cechami produktów
        • Zarządzanie producentami
        • Zarządzanie dostawcami
        • Tworzenie map obrazów
        • Zarządzanie tagami
        • Zarządzanie załącznikami
      • Zarządzanie zamówieniami
        • Zamówienia
        • Faktury
        • Zwroty produktów
        • Druki wysyłki
        • Potwierdzenia zwrotów
        • Statusy
        • Powiadomienia o zamówieniu
      • Zarządzanie klientami
        • Twoi klienci
        • Adresy klientów
        • Grupy klientów
        • Koszyki zakupowe
        • Serwis obsługi klienta
        • Kontakty
        • Zwroty grzecznościowe
        • Saldo
      • Ustalanie reguł cenowych i promocyjnych
        • Reguły koszyka
        • Reguły cenowe katalogu
        • Moduły marketingu
      • Zarządzanie modułami i szablonami
        • Twoje moduły
        • Katalog modułów i szablonów
        • Pozycje we Front-Office
        • Ustawienia płatności
      • Konfiguracja modułów domyślnych
        • Moduły Administracyjne
        • Moduły Reklamy i Marketingu
        • Moduły Statystyk i Analiz
        • Moduły Fakturowania
        • Moduły Funkcjonalności Front-Office
        • Moduły Mobilne
        • Moduły Cen i promocje
        • Moduły pozycjonowania i SEO
        • Moduły Wyszukiwania i filtrów
        • Moduły Transportu i logistyki
        • Moduły Bezpieczeństwa płatności
        • Inne Moduły
      • Zarządzanie wysyłką
        • Zarządzanie przewoźnikami
        • Ustawienia wysyłki
      • Poznaj Ustawienia lokalne
        • Lokalizacja
        • Języki
        • Strefy
        • Kraje
        • Województwa lub regiony
        • Waluty
        • Podatki
        • Reguły podatków
        • Tłumaczenia
      • Poznaj Preferencje
        • Ustawienia ogólne
        • Zamówienia - Ustawienia
        • Produkty - Ustawienia
        • Klienci - Ustawienia
        • Szablony - Ustawienia
        • SEO & URL
        • CMS - Ustawienia
        • Zdjęcia - Ustawienia
        • Kontakty Sklepu
        • Szukaj
        • Przerwa techniczna
        • Geolokalizacja
      • Poznaj Parametry Zaawansowane
        • Informacje konfiguracyjne
        • Wydajność
        • Adres e-mail
        • Multisklep
        • Import CSV
        • Kopia zapasowa DB
        • Menadżer SQL
        • Logi
        • API
      • Administracja Panelem Adminstracyjnym
        • Preferencje Administracyjne
        • Szybki dostęp - konfiguracja
        • Konfiguracja kont Pracowników
        • Profile Pracowników
        • Uprawnienia
        • Menu - konfiguracja
        • Merchant Expertise Administracja
      • Poznaj Statystki
        • Statystyki
        • Wyszukiwarki
        • Polecający
      • Zaawansowane Zarządzanie magazynem
        • Uwagi ogólne
        • Prezentacja interfejsu zarządzania magazynem
        • Zasady zarządzania magazynem
      • Zarządzanie Multisklepem
        • Interfejs Mutlisklepu
        • Tworzenie nowej grupy sklepów
        • Tworzenie nowego sklepu
        • Ustalanie nowego adresu URL sklepu
        • Przykładowe użycie i specyfika
    • Przewodnik dewelopera
      • Coding Standards-
      • Fundamentals of PrestaShop Development -
      • Setting Up Your Local Development Environment -
      • Diving into PrestaShop Core Development -
        • Accessing the database-
        • The Dispatcher-
        • Controllers within PrestaShop-
        • Views within PrestaShop-
        • Managing Cookies -
        • Managing Hooks -
      • Creating a PrestaShop Module -
        • What is a PrestaShop module?-
        • Creating a first module-
        • About the config.xml file -
        • Adding a configuration page -
        • Displaying content on the front office -
        • Module translation -
        • Enabling the Auto-Update -
        • Development Troubleshooting -
        • 1.6-specific Developer Documentation -
          • Creating a Dashboard Module -
          • Making your module work with Bootstrap -
        • Miscellaneous developer documentation -
          • Specifics of multistore module development -
          • The Backward Compatibility Toolkit: Making your 1.5+ module compatible with PrestaS
          • Creating a payment module -
          • Creating a carrier module -
          • Tying your module to your Addons account -
      • Developer tutorials-
        • Best Practices of the Db Class -
        • Developer tips and tricks -
        • Handling special characters in links -
        • Overriding default behaviors -
        • PrestaShop's developer tools -
        • Using jQuery and jQueryUI -
        • Using the backward compatibility toolkit -
        • Using the Context Object -
        • Using the Helper classes -
        • Using the PrestaShop Web Service -
      • Contributing to PrestaShop -
        • Contributing code to PrestaShop -
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On this page
  • Customer Analysis
  • Attracting visitors
  • Impulse purchase or planned decision?
  • Customer loyalty
  • Enliven the shop
  • Targeting customers
  • In case of problems...
  • Products analysis
  • Verifying the shop and its contents
  • Focusing on the type of product that sells!
  • Adopting a marketing strategy that suits best
  • Analyze and understand the evolution of a particular product
  • Ensuring the clarity of categories
  • Putting a sponsorship system in place
  • Offering cross-selling
  • The key is to communicate
  • Analysis of orders
  • Tailor solutions to Clients
  • Adapting discounts to customers
  • Goal

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  1. English documentation 1.6

Merchant's Guide

PreviousMaking your PrestaShop installation more secureNextOur e-commerce advices

Last updated 4 years ago

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Merchant's Guide

Customer Analysis

It should be noted that visitors and customers are separate entities.

A visitor is an unknown person (not yet registered or not connected) who is browsing your store. A client is a person that is recognized by your store (registered and connected).

Attracting visitors

In itself, making the number of visitors higher is not important. It mainly serves as an indicator for the evolution of your shop's popularity over a period of time.

Getting more subscribers

If you let your shop run itself without changing anything, the number of subscribers should be stable or decline slightly. A strong growth or a sharp decline are indicators of a change in your shop.

There are a number of possible impacting changes:

  • An advertising campaign can attract many visitors.

  • All promotions, sales and contests attract a lot of attention and curiosity from visitors; it not only creates a healthy animation around your shop, but it also increases its traffic.

  • Aesthetics: a change of theme can put off visitors. Spelling and clarity are also to be looked after.

Impulse purchase or planned decision?

A buyer is called "spontaneous" (or "impulsive") when making a purchase unpremeditated at the mere sight of a product, or its conditions of sale (current promotion, description, photo, price ... ).

A purchase is called "planned" when the buyer takes the time:

  • To study each piece of information about a product,

  • To compare this product to existing competitors on the market,

  • To reflect its purchase and the consequences thereof.

Considering the buyer's profile

You must therefore take into account the importance of different sources and contexts of information, for both types of buyers.

For example:

  • A promotion may convince a spontaneous buyer.

  • In order to entice a planning buyer, you should first study the various offers on the market in order to price your products correctly. Pay attention to your descriptions, photos and presentations, offer a wide choice of carriers with fast delivery... Indeed, every detail counts.

Customer loyalty

Sending a birthday gift to a client is one way to gain loyalty.

Keeping a customer is more profitable than to conquering a new one. It is therefore imperative to get his loyalty, that is to say to get him to come back to your shop.

Word of mouth is also a new way to have satisfied customers: an unhappy customer does not attract new ones.

To achieve this, several methods exist:

Punctual actions

Vendor rewards (targeted promotions and personalized gifts - either product or service), non-vendor rewards (priority review of an order or product), monetary rewards (vouchers, discount, refund).

Lasting actions

Loyalty card and loyalty points, which not only promote merchant-customer communication, but also offer benefits to customers (private offers, discounts). These operations not only encourage the customer to buy, but also to regularly return to your shop.

Enliven the shop

Of course, offers and advertising attract clients and visitors, creating movement in your shop.

There are several ways to animate a shop

Newsletter

Regularly send emails to all customers of your shop, in order to give them information about new products or to address a particular topic.

Polls and surveys

Involving users by asking them questions about their use of the shop. This may include opinion polls and satisfaction surveys.

Contests

Set up games or competitions on your shop, be they promotional or not. They will not only animate the site, but also help increase traffic, and so participate in customer loyalty.

Discussion Forum

A place in which visitors and customers are offered the opportunity to send and read messages about the shop. An ideal feature to make your shop more interactive and encourage communication between users and you.

Chatting

A place for real-time discussion, helping form communities of interest. It may even enable the creation of new services (such as online help or assistance business).

Targeting customers

In order for each of your messages to have an impact, you must know which type of customers you are addressing. Knowing your audience is essential to choose the right tools and convince each target audience. Restricting the scope of your communication to a group of customers is the best solution if you want to provide more appropriate offers. Personal information about customers allows you to better define the profile of the typical customer, and tailor promotions on your website according to various criteria.

Once customers are properly targeted

Using this information in order to act on a target audience can increase sales.

  • Launching an advertising campaign solely designed for a group of clients who may be interested in a particular offer, and having it sent at specific times or to specific locations.

  • Contact by email / newsletter from a group of clients.

In case of problems...

Real-time monitoring is not simply a tool to satisfy the curiosity of the merchants, it is an especially effective way to solve the problems of a client.

If you have a problem with a client, or if a customer has issues with your shop, the customer's page within PrestaShop enables you can to focus on a particular client and view his specific configuration, settings and buying history. You can also follow a client during his navigation on your website, page after page, so that you can help in a timely and efficient manner.

Products analysis

Verifying the shop and its contents

These statistics show you an overview of products to ensure consistency in your shop.

It's not always easy to handle a whole shop. To avoid forgetting a product description, an automatic alert will suggest a complete description for items that do not have one yet.

Focusing on the type of product that sells!

The rankings show you the greatest or lowest successes among your products.

Acting on a product's success

If a product is popular, it would be wise to broaden the range of products tied to it. For instance, if a fountain pen is selling very well, you can offer other products related to this type of pen, such as a pen-holder, a pencil case... This is called cross-selling.

If a product is not sufficiently consulted or bought, here are some tips:

  • Review the consistency of its description, and accompanying photos.

  • Check if this product has been placed in the right category, or if the name of its class is well chosen.

  • Remember to communicate more about this product: push forward, launching a promotion on it, or an advertising campaign...

If these solutions do not work, it would perhaps be better to focus on products that work, and remove it from your shop.

Adopting a marketing strategy that suits best

Each product follows a life cycle of its own. Divided into four major periods, a life cycle has specific characteristics, and various growth rates and marketing objectives.

These four stages are: initiation, growth, maturity and decline.

By identifying the period in which a product currently is, you may be able to adapt your marketing strategy for optimum efficiency.

Identifying the phase of your product and act!

During the launch phase: a product recently added to a market will have a moderate growth. You must heavily invest in promoting in order to inform the consumer, and get him to buy the new product. Your aim should be to get the product known, so do not hesitate to push it forward, organize games or put ads in place, in order to give it a good visibility. The more a product is visible to the consumer, the better its sells will be during the launching phase.

During the growth phase: promotional costs and other costs are reduced, while sales are increasing. The aim is to support its growth as long as possible, improving product quality and expanding its product line in order to convince even more customers and retain existing ones, increasing the distribution, continuing communication campaigns, gradually lowering prices.

During a phase of maturity: sales reach their peak, the pace slows down. The aim is to maintain the product top spot. It is a longer phase than the previous two, in which competition may be fiercer. Therefore, several options are available to meet your aim:

  • Expand your market by targeting a different type of audience.

  • Update your product line, by creating packs in order to boost sales.

  • Retain customers.

Analyze and understand the evolution of a particular product

The statistics related to a unique product to help you understand why the product has undergone a sharp decline / rise. You can also use this data to rebuild your stock according to the evolution of sales of this product, or consult this data for informational purposes only.

Ensuring the clarity of categories

What makes people want to visit a category at first sight?

A product category must have a name that attracts the visitor's attention: it must be meaningful and make people curious.

Category names such as "Misc." or "Everything else" are not recommended. In addition, products placed in these categories are heterogeneous.

So make sure that you name each category properly, and store each product in the category that fits it best.

Putting a sponsorship system in place

An advertising-per-propagation process spread, where a customer is rewarded (gift, discount, points) when he brings a new customer to your shop using a recommendation sent to his entourage.

You can set up a sponsorship points system, in which the customer who registers can mention the e-mail address of his sponsor, who will then receive a large number of points for each. The sponsored customer can receive a welcome gift. If the sponsored customer becomes a sponsor for other people, his own sponsor will too benefit.

This technique is very useful to get new customers, encourage word of mouth and still contribute to customer loyalty.

Offering cross-selling

Cross-selling is available in various forms:

Additional sales

Intended to suggest products associated with the main product.

For example, if your main product is an MP3 player, you can suggest a traditional range of products that complement the choice of an MP3 player (protective cover, speaker, connectors, headphones, headsets...).

Up-selling or Upmarket

Brings the consumer to go upmarket by buying a more expensive product than the one he initially chose. This technique can boost sales of the complementary product. For example, offer a high-end computer while the customer's choice was focused on a "midrange" computer.

Secondary sales

Your shop suggests products that are close to the ones chosen by the visitor.

For example you put forward:

  • "Movies by the same director"

  • "Those who purchased this product also purchased"

Packs

The idea is to combine the main product with an accessory to a more attractive price than if the customer had purchased separately, in order to sell a product that the customer had not planned to buy. Example: a pack with a mobile phone and some accessories.

Thus, by offering additional products to your existing line, you help increase the average shopping cart, and give visibility to products that have too few of it.

The key is to communicate

Advertising is a form of communication designed to draw attention and prompt the consumer to buy a product. So you must know your product in order to make it known if it is new, and increase the sales of an existing product, or the customer loyalty to your store.

It is important to note that an advertising campaign cannot be judged solely on the number of visitors that it brings, but more importantly on the quality of these. Indeed, some visitors may just surf without buying anything. Some others, more focused and perhaps fewer, may be better clients.

There are several types of advertising

"Pay-per-click" offers

Before adding your ad in the search engine of your choice, you must set your budget. The higher the amount, the higher your ad will appear. We advise you to properly target your advertising so that it appears only in some countries or languages, and to carefully select each of your keywords. Also, to properly target the visitors you want.

Product or bundle campaigns

Having a banner or pushing a product forward on your own shop's homepage.

Word of mouth (rewarded or through a referral system)

Everyone is talking and communicating. The idea here is that the users themselves are sending recommendations to their entourage about an offer, a product, or the benefits of your shop. The information is spreading very rapidly, and its reach is enhanced thanks the way people communicate on the Internet.

Analysis of orders

Tailor solutions to Clients

Knowing the time control means for a client allows you to analyze its performance in an order, whether the purchase is generally reflected or spontaneous.

Adjust your bids based on these behaviors, you can enlarge the description, add more photos, and then draw attention momentarily on a particular product for a short time ...).

Adapting discounts to customers

These data enable the merchant to know which are the customers’ favorite vouchers, and how they use them.

How to adapt these reductions?

Determining the amount of such voucher is not clear. It must be a delicate balance between providing voucher that will encourage the customer to buy, and pay attention not to lose too much money because of a high amount.

If a voucher is used all the time, you can slightly reduce its amount in order to save some money, given that this one already pleases a lot of users.

You can also remove the vouchers that are seldom or never used.

Goal

What your goals should be

It is a priority that you clearly define the objectives, ratios and key performance of your store. It is important to note that all these objectives should have a time limit in order to determine if they are met or not.

Change some elements of mix-marketing (see: ), such as price, distribution, or services.

Cross-selling is a commercial technique offering a complementary product when ordering. See .

http://en.wikipedia.org/wiki/Marketing_mix
http://en.wikipedia.org/wiki/Cross-selling
Customer Analysis
Attracting visitors
Impulse purchase or planned decision?
Customer loyalty
Enliven the shop
Targeting customers
In case of problems...
Products analysis
Verifying the shop and its contents
Focusing on the type of product that sells!
Adopting a marketing strategy that suits best
Analyze and understand the evolution of a particular product
Ensuring the clarity of categories
Putting a sponsorship system in place
Offering cross-selling
The key is to communicate
Analysis of orders
Tailor solutions to Clients
Adapting discounts to customers
Goal