Branding plays a cruical role in driving loyal repeat customers and encouraging first time shoppers to make a purchase. Since so many shoppers (56% of total online shopping) are doing research before converting, having a brand that is unique and memorable will drive customers to the first purchase and continued loyalty.
Consider This: When customers are in a “relaxation period” on their tablets surfing the web, they are visitng roughly 50 websites. How does your brand and story stand out from the other 49 sites when a final purchasing decision is about to be made?
Here are a few tips to help create a better story and brand that customers will remember:
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Consistently remind customers what website they are shopping on during their sessions. After they have left the site, send personalized emails to remind them of the products they have viewed.
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Understand and demonstrate what makes your brand unique. Start by internally understanding what makes your website / product unique, and then display that story throughout the website experience.
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Display your story and culture. Can the customer relate to your core values? If you are able to connect with a customer emotionally, that customer is more likely to return, be loyal and drive referrals. Its okay if everyone does not match your culture.If they don't, they may not be the right customer.
- Build a community. The site Threadless.com has built a business model around it. According to its president, community members are the site's most engaged and profitable customers.The site allows shoppers to interact with the brand, create new products and vote on new items. Engagement means more revenue. A community provides an opportunity for a customer to interact with your brand in a different forum. Community creates engagement, word of mouth advertising and a loyal repeat customers.
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