It does not matter whether you are active in the b2b or b2c segment: a strong brand always performs better than a weak brand. A clear brand identity carries weight, tells what values a company has and makes clear what you can expect as a customer. Building a strong brand identity is therefore an important building block for success. In this blog article, you can read how you can enhance the brand experience with eCommerce.
Strengthening the brand experience with eCommerce starts with formulating a clear eCommerce strategy. This answers a number of key questions.
Strengthening the brand experience starts with knowing your target audience. There are a number of tools and methods available to help you uncover potential customer information.
Every company has a vision and / or mission. Make sure you propagate this consistently by clearly highlighting your most important core values through all communication and sales channels.
The choice is huge in the world of eCommerce. Do you want to offer a better brand experience than the competition? Then your brand must impress and exceed customer expectations. By getting the most out of your USPs (Unique Selling Points) you create a WOW effect that leads to effective word-of-mouth advertising.
The phase before someone buys a product consists of several touch points. Map it out and optimize it in the following ways:
The communication to confirm an order, order status or delivery is also part of the brand experience. In this area, therefore, ensure recognisability and tone of voice that matches your brand identity. The packaging ideally also confirms your brand image.
Aftercare towards your customer is important: the way you deal with existing customers contributes to the brand experience. In a world where everyone is always "on", customers expect excellent customer service with short response times. Also try to reward loyal customers now and then, for example with a nice discount or nice gift. Positive word of mouth is worth its weight in gold.
There are several ways in which eCommerce enhances the brand experience. What's very important: stay consistent. Your website and all your marketing channels and communications must have a unified identity that customers can easily associate with. Within your own channels you ultimately have the most creative freedom and space to share the story of your brand both before and after the ordering process.