Odkrivanje izdelkov in spletno trgovsko prikazovanje

Kako promovirati počasi prodajane izdelke, ne da bi jih pokazali vsem

Posted on July 18, 2026 by

Način, kako premakniti počasi prodajano zalogo, je, da jo postavite pred majhno skupino ljudi, ki jo bodo najverjetneje želeli, ne pa da z njo zasujete celoten seznam. Počasi prodajan izdelek je običajno počasen, ker se slabo ujema z večino vašega občinstva – nišna velikost, nenavadna barva, specializirana raba. Pokažite ga vsem in dobite plaz prezrtja, ki vaš seznam nauči, da vaša e-sporočila prezre, izdelek pa se še vedno ne prodaja. Pokažite ga tistim nekaj sto ljudem, na katere zgodovina brskanja ali nakupov dejansko kaže, in isti izdelek se nenadoma premakne. Ta članek govori o tem, kako najti to skupino, ji uskladiti prave počasi prodajane izdelke in to storiti brez tega, da bi svojo maržo znižali na nič ali razjezili ljudi, ki jim tako ali tako ni bilo mar.

Zakaj se “pošlji e-sporočilo vsem o tem” obrne proti vam

Nagon je razumljiv. Zaloga leži tam, zato jo potisnete pred največje občinstvo, ki ga imate. Več pogledov, več priložnosti za prodajo – tako gre teorija.

V praksi povzroči dve vrsti škode. Prvič, izdelek se še vedno ne premakne dosti, ker je počasi prodajan izdelek običajno počasen z razlogom: ustreza ozkemu delu vaših kupcev, množično e-sporočilo pa ne spremeni, kdo si ga želi. Drugič, in huje, na nekaj, kar večina prejemnikov najde nepomembno, porabite pozornost seznama. Vsaka pošiljka, ki pristane kot hrup, potisne vašo stopnjo odpiranja navzdol in odjave navzgor. Zapravljate skupni vir – pripravljenost vašega občinstva, da odpre vaše e-sporočilo – da bi potisnili en trmast izdelek.

Popust za celoten seznam ima enako obliko težave. Splošno znižanje res premakne nekaj kosov, a popust podari ljudem, ki bi drugih izdelkov kupili po polni ceni, in seznam nauči, da vaša e-sporočila pomenijo “počakaj na razprodajo”. Problem z zalogo ste rešili tako, da ste ustvarili problem z maržo.

Pravo vprašanje: počasi prodajani izdelki so problem ciljanja, ne obsega

Preoblikujte ga in rešitev postane očitna. Izdelek, ki se ne bo prodal množici, ni problem povpraševanja, ki ga rešite z dosegom. Je problem ujemanja, ki ga rešite z natančnostjo.

Nekje v vaši bazi kupcev je oseba, za katero je ta počasi prodajan izdelek pravi. Pohodni čevelj v široki obliki, ki se ne bo prodal vašemu splošnemu seznamu, je natanko tisto, kar je kupec s tremi vračili ozkih čevljev upal, da boste imeli. Temno pražena kava brez kofeina, ki leži na polici, je očitna izbira za tistih nekaj ljudi, ki vedno znova kupujejo brezkofeinsko. Izdelek ni neprodajljiv. Je le ne-razglasljiv. Vaša naloga je najti njegove ljudi, ne najti več ljudi.

To je celoten premik: nehajte spraševati “kako pridobim več pozornosti na ta izdelek?” in začnite spraševati “za koga točno je ta izdelek?”

Kje denar odteka

Izguba se pojavi na dveh mestih hkrati – v neprodani zalogi in v poškodovanem seznamu.

Počasna zaloga veže denar in prostor na polici. Recimo, da imate 4.000 EUR maloprodajne vrednosti izdelka, ki je mrtev že tri mesece. Če leži tam, ne zasluži nič in lahko na koncu konča z znižanjem 60 % na razprodaji, kjer povrne morda 1.600 EUR. Medtem pa, če bi z njim zasuli svoj seznam 10.000 ljudi, da bi ga premaknili, in bi ta pošiljka dvignila vašo stopnjo odjav že za pol odstotka, bi tiho izgubili 50 stikov – ljudi, ki bi lahko bili vredni veliko več kot zaloga, ki ste jo razprodajali. (Ilustrativne številke – vstavite svoj strošek zaloge, vrednost seznama in izkupiček od razprodaje.)

Množični pristop z e-sporočili vas torej lahko stane denarja dvakrat: enkrat v marži, ki jo podarite s popustom, in enkrat v vrednosti seznama, ki jo načnete, ko nepomembne izdelke pokažete ljudem, ki so se prijavili za nekaj drugega. Natančnost se izogne obojemu.

Praktičen pristop, po vrsti

Delajte od signala kupca nazaj proti izdelku, ne obratno.

1. Prepoznajte počasi prodajane izdelke, vredne truda. Ne zasluži si vsak počasi prodajan izdelek kampanje. Prednost dajte izdelkom z resničnim stroškom zaloge, dostojno maržo po polni ali skoraj polni ceni in dovolj kosi, da se splača. En sam preostal kos ne upravičuje segmenta.

2. Opišite idealnega kupca za vsakega. Za vsak počasi prodajan izdelek zapišite, za koga je dejansko. Kaj je ta oseba kupila prej? Kaj je brskala? Katera lastnost jih povezuje – velikost, družina vonjav, cenovni razred, način uporabe? Tukaj lastnosti izdelkov spremenijo nejasno slutnjo v resnično ujemanje: čevelj v široki obliki se ujema s kupci, ki so kupili ali vrnili čevlje v široki obliki, ne z “vsakomer, ki mu je všeč obutev”.

3. Zgradite segment iz vedenja. Uporabite zgodovino brskanja in nakupov, da sestavite skupino. Ljudje, ki so si ogledali kategorijo, kupili soroden izdelek ali se ujemajo s profilom lastnosti. To je ciljanje po tem, kar so ljudje dejansko storili – ista disciplina za uporabo vedenja pri brskanju za izboljšanje odkrivanja izdelkov.

4. Predstavite ga kot odkritje, ne razprodajo. Ne začnite z “to se ni prodalo”. Začnite z relevantnostjo: “glede na to, kar ste si ogledovali, ste morda zamudili tole.” Kupec ne ve in ga ni briga, da gre za počasi prodajan izdelek. Zanj je dobro izbran predlog.

5. Zadržite popust, razen če segment ne ugrizne. Najprej poskusite z relevantnostjo. Če dobro ciljana spodbuda po polni ceni izdelka ne premakne, je tedaj majhna spodbuda tej ozki skupini veliko cenejša od znižanja za celoten seznam.

Kaj avtomatizirati

Nekaj tega lahko poganjate kot enkratne kampanje, a trajnostna različica je avtomatizirana, tako da se počasi prodajani izdelki pojavijo pred pravimi ljudmi, ne da bi vsakič znova gradili segment.

Sprožilec: kupec si ogleda ali kupi nekaj sorodnega počasi prodajanemu izdelku ali se ujema z njegovim profilom lastnosti – ali načrtovano preverjanje, ki usklajene stike usmeri v e-sporočilo z odkritjem.
Segment: zgrajen dinamično iz zgodovine brskanja, zgodovine nakupov in lastnosti izdelka – ozka skupina, ki ji izdelek dejansko ustreza.
Kanal: e-sporočila za večino; SMS le za resnično časovno občutljivo, visoko relevantno ujemanje, saj prekinitve prek SMS-a stanejo več dobre volje, ko zgrešijo.
Vsebina: počasi prodajan izdelek, predstavljen kot personaliziran predlog, idealno ob enem ali dveh izdelkih, ki so osebi že všeč, tako da e-sporočilo nenavadnega izdelka ne nosi samega.
Časovnica: pošljite, ko je sorodno zanimanje sveže – v dneh ali dveh po brskanju ali nakupu, ki jih je kvalificiral.
Cilj: premaknjeni kosi iz segmenta po polni ali skoraj polni marži, brez pomembnega vpliva na stopnjo odjav ali pritožb.

Ovijanje počasi prodajanega izdelka ob relevantnih priljubljencih vas ščiti tudi pred problemom splošnega bloka, kjer osamljen neusklajen izdelek potegne celotno e-sporočilo navzdol.

Primer iz trgovine

Trgovina s kozmetiko ima 90 kosov težke nočne kreme brez dišav, ki se ne premakne. Odličen izdelek za ozko skupino: ljudi z občutljivo ali reaktivno kožo. Splošnemu seznamu se bere kot dolgočasen.

Namesto pošiljke “20 % popusta na nočno kremo” za celoten seznam trgovina zgradi segment: kupce, ki so prej kupili izdelke brez dišav, brskali po kategoriji za občutljivo kožo ali kdaj vrnili dišeč izdelek. Nekaj sto ljudi. Prejmejo e-sporočilo, uokvirjeno kot namig – “če ste iskali težjo možnost brez dišav za zimo, si tale zasluži pogled” – prikazano ob nežnem čistilu, ki ga jih več že kupuje. Brez popusta v prvem koraku. Krema se začne premikati, ker je končno dosegla ljudi, za katere je bila narejena, ostalih 9.500 naročnikov pa ni nikoli videlo e-sporočila, ki jim ne bi pomenilo nič.

Kako to izmeriti

Bistvo je premakniti zalogo in zaščititi seznam, zato spremljajte oboje.

Kosi, prodani segmentu – je ciljana skupina dejansko kupila?
Stopnja razprodaje – koliko mrtve zaloge se je razprodalo in kako hitro.
Delež po polni ceni – koliko se je premaknilo brez popusta v primerjavi s popustom.
Zdravje seznama pri pošiljki – stopnja odjav in pritožb za neželeno pošto naj ostane nespremenjena. Skok pomeni, da ste ciljali preširoko.

Še eno preverjanje, ki loči resnično zmago od privida: prepričajte se, da prodaja počasi prodajanega izdelka ne kanibalizira le drugih nakupov istih ljudi. Če je segment mrtvo zalogo kupil namesto izdelka s polno maržo, ki bi ga tako ali tako kupil, ste prihodek premaknili, ne dodali – natanko past v preverjanju, ali priporočila dodajajo prihodek ali ga le premikajo.

Sosednje vprašanje, ločeno

To ni isti problem kot dobro priporočanje, ko je vaša skupna zaloga tanka. Če je vaš izziv majhen ali krčeč se katalog, kjer morate ljudi usmerjati k temu, kar je na voljo, je to obravnavano v kaj priporočiti, ko je zaloga omejena. Tukaj je katalog v redu – imate dovolj za prodajo – težava pa je nekaj specifičnih izdelkov, ki so obtičali, ker so bili prikazani napačni množici.

Kako se vključi Omnisend

Težki del tega je segmentacija: gradnja žive publike iz lastnosti, brskanja in zgodovine nakupov ter njeno posodabljanje, ko se vedenje spreminja. To je rutinsko delo v Omnisendu, zato ga uporabljam v svojih trgovinah, potem ko sem ga pretehtal proti Klaviyu. Lahko definirate segment, kot je “kupil brez dišav prej, ogledal kategorijo za občutljivo kožo, brez nakupa v 30 dneh”, počasi prodajan izdelek spustite v blok s priporočili ob njihovih priljubljencih in pustite, da se e-sporočilo sproži natanko tej skupini.

Poštena omejitev: avtomatizacija cilja le tako dobro, kot dopuščajo vaši podatki. Če vaši izdelki niso označeni z lastnostmi, ki definirajo pravega kupca, ne morete zgraditi tesnega segmenta in zdrsnete nazaj proti pošiljanju e-sporočil vsem. Najprej uredite označevanje. Omnisend je partner Shopimationa v pridruženem programu; priporočam ga iz vsakodnevne uporabe, njegov brezplačni paket pa pokrije gradnjo in preizkušanje enega ciljanega segmenta za počasi prodajan izdelek, preden pristop razširite.

Vaš naslednji korak

Izberite en počasi prodajan izdelek z resničnim denarjem, vezanim vanj. Zapišite v enem stavku, za koga točno je – nato zgradite ta segment in mu pošljite relevanten namig po polni ceni, preden sploh pomislite na popust. Ko boste želeli to ciljanje narediti za privzeti pristop po vsej trgovini namesto za enkratno reševanje, preberite kako priporočila izdelkov zgraditi okoli namena kupca.

Product Discovery and Merchandising

How to Promote Slow-Moving Products Without Showing Them to Everyone

Posted on July 18, 2026 by

The way to move slow inventory is to put it in front of the small group of people most likely to want it, not to blast it across your whole list. A slow-moving product is usually slow because it’s a poor fit for most of your audience — a niche size, an odd colour, a specialised use case. Show it to everyone and you get a flood of ignores that trains your list to tune out your emails, while the item still doesn’t sell. Show it to the few hundred people whose browsing or purchase history actually points at it, and the same product suddenly moves. This article is about finding that group, matching the right slow movers to them, and doing it without discounting your margin to nothing or annoying the people who were never going to care.

Why “just email everyone about it” backfires

The instinct is understandable. You’ve got stock sitting there, so you push it to the biggest audience you have. More eyeballs, more chances to sell — that’s the theory.

In practice it does two kinds of damage. First, the product still doesn’t move much, because a slow seller is usually slow for a reason: it suits a narrow slice of your buyers, and a mass email doesn’t change who wants it. Second, and worse, you spend list attention on something most recipients find irrelevant. Every send that lands as noise nudges your open rate down and your unsubscribes up. You’re burning a shared resource — your audience’s willingness to open your email — to nudge one stubborn SKU.

Discounting the whole list has the same shape of problem. A blanket markdown does move some units, but it hands the discount to people who’d have bought at full price on other items, and it teaches the list that your emails mean “wait for a sale.” You’ve solved an inventory problem by creating a margin problem.

The real issue: slow movers are a targeting problem, not a volume problem

Reframe it and the fix gets obvious. A product that won’t sell to the crowd isn’t a demand problem you fix with reach. It’s a matching problem you fix with precision.

Somewhere in your customer base is the person for whom that slow mover is the right product. The wide-fit hiking boot that won’t sell to your general list is exactly what a customer with three returns for narrow shoes has been hoping you’d stock. The dark-roast decaf that sits on the shelf is the obvious pick for the handful of people who keep buying decaf. The item isn’t unsellable. It’s un-broadcast-able. Your job is to find its people, not to find more people.

That’s the whole shift: stop asking “how do I get more attention on this product?” and start asking “who, specifically, is this product for?”

Where the money leaks

The loss shows up in two places at once — the unsold stock and the damaged list.

Slow inventory ties up cash and shelf space. Say you’ve got €4,000 in retail value of a product that’s been dead for three months. Sitting there, it earns nothing and may end up marked down 60% at a clearout, recovering maybe €1,600. Meanwhile, if you’d blasted your 10,000-person list to shift it, and that send pushed your unsubscribe rate up by even half a percent, you’d have quietly lost 50 contacts — people who might have been worth far more than the stock you were clearing. (Illustrative numbers — plug in your own carrying cost, list value, and clearance recovery.)

So the mass-email approach can lose you money twice: once in the margin you give away discounting, and once in the list value you erode showing irrelevant products to people who signed up for something else. Precision avoids both.

The practical approach, in order

Work from the customer signal backward to the product, not the other way around.

1. Identify the slow movers worth the effort. Not every slow seller deserves a campaign. Prioritise items with real carrying cost, decent margin at full or near-full price, and enough units to matter. A single leftover doesn’t justify a segment.

2. Describe the ideal buyer for each one. For every slow mover, write down who it’s actually for. What did that person buy before? What did they browse? What attribute connects them — a size, a scent family, a price band, a use case? This is where product attributes turn a vague hunch into a real match: the wide-fit boot matches customers who bought or returned wide-fit shoes, not “everyone who likes footwear.”

3. Build the segment from behaviour. Use browsing and purchase history to assemble the group. People who viewed the category, bought an adjacent item, or match the attribute profile. This is targeting by what people actually did — the same discipline behind using browsing behaviour to improve product discovery.

4. Frame it as discovery, not clearance. Don’t lead with “these haven’t sold.” Lead with relevance: “based on what you’ve been looking at, you might have missed this.” The customer doesn’t know or care that it’s a slow mover. To them it’s a well-chosen suggestion.

5. Hold the discount unless the segment doesn’t bite. Try relevance first. If a well-targeted, full-price nudge doesn’t move it, then a small incentive to that narrow group is far cheaper than a list-wide markdown.

What to automate

You can run some of this as one-off campaigns, but the durable version is automated so slow movers surface to the right people without you rebuilding a segment each time.

Trigger: a customer views or buys something adjacent to the slow mover, or matches its attribute profile — or a scheduled check that routes matched contacts into a discovery email.
Segment: built dynamically from browsing history, purchase history, and product attributes — the narrow group the item actually suits.
Channel: email for most; SMS only for a genuinely time-sensitive, high-relevance match, since SMS interruptions cost more goodwill when they miss.
Content: the slow mover presented as a personalised suggestion, ideally beside one or two items the person already likes, so the email isn’t carrying the odd product alone.
Timing: send while the related interest is fresh — within a day or two of the browsing or purchase that qualified them.
Goal: units moved from the segment at full or near-full margin, with no meaningful hit to unsubscribe or complaint rates.

Wrapping the slow mover next to relevant favourites also protects you from the generic block problem, where a lone off-target product drags the whole email down.

A store example

A skincare store has 90 units of a fragrance-free heavy night cream that won’t move. It’s a great product for a narrow group: people with sensitive or reactive skin. To the general list, it reads as boring.

Instead of a list-wide “20% off night cream” blast, the store builds a segment: customers who bought fragrance-free products before, browsed the sensitive-skin category, or once returned a scented product. A few hundred people. They get an email framed as a heads-up — “if you’ve been after a heavier fragrance-free option for winter, this one’s worth a look” — shown next to the gentle cleanser several of them already buy. No discount in the first pass. The cream starts moving because it finally reached the people it was made for, and the other 9,500 subscribers never saw an email that would have meant nothing to them.

How to measure it

The point is to move stock and protect the list, so watch both.

Units sold to the segment — did the targeted group actually buy?
Sell-through rate — how much of the dead stock cleared, and how fast.
Full-price share — how much moved without a discount versus with one.
List health on the send — unsubscribe and spam-complaint rates should stay flat. A spike means you targeted too wide.

One more check that separates a real win from a mirage: make sure the slow mover’s sales aren’t just cannibalising other purchases from the same people. If the segment bought the dead stock instead of a full-margin item they’d have bought anyway, you shifted revenue rather than adding it — the exact trap in testing whether recommendations add revenue or just shift it.

A neighbouring question, kept separate

This isn’t the same problem as recommending well when your overall stock is thin. If your challenge is a small or shrinking catalogue where you have to steer people toward what’s available, that’s covered in what to recommend when inventory is limited. Here the catalogue is fine — you have plenty to sell — and the issue is a few specific items stuck because they were shown to the wrong crowd.

How Omnisend fits

The hard part of this is the segmentation: building a live audience from attributes, browsing, and purchase history, and keeping it current as behaviour changes. That’s routine work in Omnisend, which is why I use it in my own stores after weighing it against Klaviyo. You can define a segment like “bought fragrance-free before, viewed sensitive-skin category, no purchase in 30 days,” drop the slow mover into a recommendation block beside their favourites, and let the email fire to exactly that group.

The honest caveat: automation only targets as well as your data allows. If your products aren’t tagged with the attributes that define the right buyer, you can’t build a tight segment, and you drift back toward emailing everyone. Sort the tagging first. Omnisend is an affiliate partner of Shopimation; I recommend it from daily use, and its free tier covers building and testing one targeted slow-mover segment before you scale the approach.

Your next step

Pick one slow mover with real money tied up in it. Write down, in a sentence, exactly who it’s for — then build that segment and send them a relevant, full-price heads-up before you even think about a discount. When you want to make this targeting the default across your store rather than a one-off rescue, read building product recommendations around customer intent.