how to build a stronger e-commerce brand

Nina O’GormanCreative Director26.03.2009

HOW TO BUILD A STRONGER E-COMMERCE BRAND

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SHOPPING ON THE NET HAS SERIOUS DISADVANTAGES…

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You can’t enjoy the shopping experience

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You can’t touch and feel the product

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You can’t try the productYou can’t try the product

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You can’t have the product immediately

IT’S PRACTICAL BUT SELDOM INSPIRING AND CAN BE DOWNRIGHT FRUSTRATING!

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WE NEED TO BUILD STRONGER BRANDS TO CREATE BETTER ONLINE SHOPPING EXPERIENCES…

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“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 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

Lovable

Less annoying

WITH ECOMMERCE YOU NEED TO DO BOTH…

Efficient

Responsive

Desirable

Loyalt

y

Lovable

Less annoying

Efficient

Responsive

Desirable

Loyalt

y

Fundamental to keeping customers in the buying process.

Lovable

Less annoying

TRADITIONALLY WE WORK ON MAKING THE SITES LESS ANNOYING FIRST

Clear, simple, logical, fluid, accessible, smart, transparent, informative, open, solution-oriented, quick, service-minded, accommodating

EFFICIENT AND RESPONSIVE

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Good search strategies Accessible products Good viewing/trial

opportunities Accessible supporting

information (size, color, stock etc.)

Customer reviews – good and bad

Easy shopping cart function Efficient payment solutions Transportation tracking Q&A service Timely email responses Customer service Return service Mobility solutions

Less annoying

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Efficient

Responsive

Desirable

Loyalt

y

Fundamental to keeping customers in the buying process.

Easy to copy.

Will soon become standard.

Lovable

Less annoying

TRADITIONALLY WE WORK ON MAKING THE SITES LESS ANNOYING FIRST

Efficient

Responsive

Desirable

Loyalt

y

Lovable

Less annoying

Differentiates.

Creates enthusiasm, inspiration and most important – LOYALTY

AND LOVABLE IS SOMETHING THAT IS ADDED… MAYBE

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

Efficient

Responsive

Desirable

Loyalt

y

IDEALLY WE CREATE MORE LOVABLE WEBSHOPS IF WE WORK DIFFERENTLY

Useful

DesirableWeb teams integrate desirability into design projects at their inception. Desirability has equal weighting with usefulness and usability.

Forrester Research

Useable

SO WHAT IS DESIRABILITY?

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ON-BRAND DESIRABILITY

What do your customers appreciate?

What is your competitive edge?

How can you differentiate from

competitors?

ENGAGING CONTENT AND FUNCTIONALITY

Exceed peoples basic needs

Appeal to peoples personal interests

Allow people to customize

Help people share and connect

Above and beyond performance

Add extra value

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AESTHETICAL APPERENCE

Make it visually appealing

Let people design the undesigned

Do something new

Something that makes you and your service stand out

High quality photogrophy/film

Packaging

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INTERACTIVITY

Import elements of game design

Encourage playfulness

Challenges and rewards

Create extra value

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e

Takk for oppmerksomheten!

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