HOW TO BUILD A STRONGER E-COMMERCE BRAND
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The document discusses how to build a stronger e-commerce brand. It notes that online shopping has disadvantages like not being able to touch products or get them immediately. To address this, brands need to be more "lovable" by creating desirable, engaging experiences for customers. Traditionally, websites focus on usability and efficiency first but the document argues they should prioritize desirability through aesthetics, interactivity and brand-aligned content to inspire loyalty. Desirability involves exceeding customer needs through customization and social features to differentiate from competitors.
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HOW TO BUILD A STRONGER E-COMMERCE BRAND
- 1. HOW TO BUILD A STRONGER E-COMMERCE BRAND Nina O’Gorman Creative Director 26.03.2009 © Creuna Slide 1
- 2. SHOPPING ON THE NET HAS SERIOUS DISADVANTAGES… © Creuna Slide 2
- 3. You can’t enjoy the shopping experience
- 4. You can’t touch and feel the product © Creuna Slide 4
- 5. You can’t try the product You can’t try the product © Creuna Slide 5
- 6. You can’t have the product immediately © Creuna Slide 6
- 7. IT’S PRACTICAL BUT SELDOM INSPIRING AND CAN BE DOWNRIGHT FRUSTRATING! © Creuna Slide 7
- 8. WE NEED TO BUILD STRONGER BRANDS TO CREATE BETTER ONLINE SHOPPING EXPERIENCES… © Creuna Slide 8
- 9. ―THE GOAL IS TO CREATE A PRODUCT THAT PEOPLE LOVE‖ ―…If people love it, they'll forgive a lot. They'll talk about it. They'll promote it. They'll come Lovable back. They'll be less price sensitive. They'll bring their friends. They'll work with you to make it better. …or you can just work on making your product or service less annoying‖ Seth Godin’s blog Less annoying
- 10. WITH ECOMMERCE YOU NEED TO DO BOTH… Lovable Desirable Loyalty Responsive Less annoying Efficient
- 11. TRADITIONALLY WE WORK ON MAKING THE SITES LESS ANNOYING FIRST Lovable Desirable Loyalty Responsive Fundamental to keeping Less customers in the buying annoying process. Efficient
- 12. EFFICIENT AND RESPONSIVE Less annoying Clear, simple, logical, fluid, accessible, smart, transparent, informative, open, solution-oriented, quick, service-minded, accommodating Good search strategies Easy shopping cart function Accessible products Efficient payment solutions Good viewing/trial Transportation tracking opportunities Q&A service Accessible supporting Timely email responses information (size, color, stock Customer service etc.) Return service Customer reviews – good Mobility solutions and bad © Creuna Slide 12
- 15. © Creuna Slide 15
- 20. TRADITIONALLY WE WORK ON MAKING THE SITES LESS ANNOYING FIRST Lovable Desirable Loyalty Fundamental to keeping customers in the buying Responsive process. Less Easy to copy. annoying Will soon become Efficient standard.
- 22. AND LOVABLE IS SOMETHING THAT IS ADDED … MAYBE Differentiates. Creates Lovable enthusiasm, inspiratio n and most important Desirable Loyalty – LOYALTY Responsive Less annoying Efficient
- 23. IN REALITY WE TREAT DESIRABILITY AS MASLOWS HIGHEST LEVEL OF NEED Desirability is at the top of a hierarchy of needs — and often goes unfulfilled. Forrester Research Desirable Loyalty Responsive Efficient
- 24. IDEALLY WE CREATE MORE LOVABLE WEBSHOPS IF WE WORK DIFFERENTLY Desirable Web teams integrate desirability into design projects at their inception. Desirability has equal weighting with usefulness and usability. Forrester Research Useable Useful
- 25. SO WHAT IS DESIRABILITY? Engaging Aesthetical Interactive
- 26. ON-BRAND DESIRABILITY What do your customers appreciate? What is your How can you competitive differentiate from edge? competitors?
- 27. ENGAGING CONTENT AND FUNCTIONALITY Engaging Aesthetical Exceed peoples basic needs Interactive Appeal to peoples personal interests Allow people to customize Help people share and connect Above and beyond performance Add extra value
- 32. AESTHETICAL APPERENCE Engaging Aesthetical Make it visually appealing Interactive Let people design the undesigned Do something new Something that makes you and your service stand out High quality photogrophy/film Packaging
- 38. INTERACTIVITY Engaging Aesthetical Import elements of game design Interactive Encourage playfulness Challenges and rewards Create extra value
- 45. Takk for oppmerksomheten! © Creuna Slide 45