branding vs conversion in online fashion retail
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BRANDING vs CONVERSION- Pieter Jongerius -
eFashion Amsterdam, june 2011
Follow me on Twitter: @pieterj1
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EMERCE #EFASHION 3Please take a look at the speaker notes, click the tab, below
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making a difference in fashion?
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EMERCE #EFASHION 5Please take a look at the speaker notes, click the tab, below
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8EMERCE #EFASHION
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14EMERCE #EFASHION
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branding vs. conversion
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branding vs. conversion
unique conventional
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conversion is king
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branding is everything
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branding ≠ vage flash sites
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conversion is king&
branding is everything
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SOLUTION 1: COLLECTION = SHOPBranding vs. conversion
36EMERCE #EFASHION
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?solution 1: collection = shop
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SOL. 2 & 3: BRAND BALANCEBranding vs. conversion
44EMERCE #EFASHION
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BRAND BALANCE
45EMERCE #EFASHION
appearance
Birkigt&Stadler, 1986
payment logosreturns infoFAQSEO
solution 2retail added value in the interactive world
solution 3persuasive design
UI patternsgridsproductfotographybrand boxembossed buttons
web-safe fontsthe “fold”light backgrounds
communication
behavior
brandvalues
How do I make a differcence?How do I make a differcence?
EMERCE #EFASHION 45Please take a look at the speaker notes, click the tab, below
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solution 2: added value
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· Commerce
47EMERCE #EFASHION
BRAND-DRIVEN ADDED VALUE
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· Commerce
· Communication
48EMERCE #EFASHION
BRAND-DRIVEN ADDED VALUE
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· Commerce
· Communication· Advice
49EMERCE #EFASHION
BRAND-DRIVEN ADDED VALUE
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· Commerce
· Communication· Advice· Relation
50EMERCE #EFASHION
BRAND-DRIVEN ADDED VALUE
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· Commerce
· Communication· Advice· Relation· Community
51EMERCE #EFASHION
BRAND-DRIVEN ADDED VALUE
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· Commerce
· Communication· Advice· Relation· Community
· Identity
52EMERCE #EFASHION
BRAND-DRIVEN ADDED VALUE
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BRAND-DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relation· Community· Identity
Touchpoint strategy· Multichannel· Mobile· Social media· …
53EMERCE #EFASHION
persuasive design
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solution 3: persuasive design
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PSYCHOLOGY OF INTERACTION
55EMERCE #EFASHION
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SHOEDAZZLE vs SHOES.COMSurvival of the fittest
56EMERCE #EFASHION
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57EMERCE #EFASHION
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Sensoryappeal
Status & autonomy
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59EMERCE #EFASHION
Scarcity
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Self-
expression
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Curiosity
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Rewards
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65EMERCE #EFASHION
Authority
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SCARCITY
Scarcity
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67EMERCE #EFASHION
Challenge
s& rewards
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Delighte
r
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usability is a commodity
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SURVIVAL OF THE FITTEST
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MENTAL NOTES by STEPHEN ANDERSON
73EMERCE #EFASHION
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MENTAL NOTES
74EMERCE #EFASHION
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LOSS AVERSION
75EMERCE #EFASHION
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collection = shop
added value
persuasive design
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CONCLUSIONBranding vs. conversion
77EMERCE #EFASHION
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branding =
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“It's strong, pretty and wearable. And the stores will love it.” — Anna Wintour
EMERCE #EFASHION 79
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80EMERCE #EFASHION all content copyright of their respective owners