Netflix's original content has created a devoted viewer base, yet the platform lacks an integrated merchandise solution. This gap prevents fans from easily purchasing official show-related products, missing opportunities for deeper engagement, additional revenue and enhanced brand loyalty.

The Problem:

Netflix lacks an integrated merchandise solution, leaving fans with a fragmented experience when seeking official show-related products. This gap represents a missed opportunity to generate revenue, deepen user engagement and strengthen brand loyalty.

The Goal:

A personalised in-app merchandise store harnesses Netflix's user data to offer curated, show-specific products, providing convenience whilst strengthening viewers' emotional connection with Netflix content.

01. Strategic Framework

Key Goals

Revenue Diversification: Create a new revenue stream through personalised, exclusive merchandise sold directly through the platform.
Enhanced User Experience: Deliver seamless shopping that complements viewing habits and deepens connection to content.
Brand Amplification: Transform viewers into brand advocates through high-quality products that showcase Netflix's original content beyond the screen.

Unique Selling Points

Revenue Diversification: Create a new revenue stream through personalised, exclusive merchandise sold directly through the platform.
Enhanced User Experience: Deliver seamless shopping that complements viewing habits and deepens connection to content.
Brand Amplification: Transform viewers into brand advocates through high-quality products that showcase Netflix's original content beyond the screen.

02. Competitor Analysis

To position Netflix's personalised merch store effectively, I analysed competitors:

Relevant Metrics & Outcomes - visual selection (1).png

03. User Journey

User journey in fandom

Phase 1 - Users Journey in Fandom(1).png

User exploration journey

User purchase journey

To demonstrate the potential financial impact of the merch store:

Engagement Estimate:
- Netflix has over 200 million active users globally. Assume 50 million users engage with the merch feature annually (25% of the user base).
Conversion Rate:
- E-commerce averages a 2.5%-4% conversion rate. With personalised recommendations, the merch store could achieve a conservative 2% rate.
Average Order Value (AOV):
- Industry benchmarks for streaming-related merch put AOV at £40.