In our tangible offline world, retail has evolved. Making the transition from simple spaces where all kinds of products were being presented, without any form of marketing, to highly designed retail experiences for specific product ranges with targeted price points. In the digital space, we are following a similar trend and we seem to be stuck somewhere halfway.
Brands have the opportunity to open retail locations across continents, countries, cities, and neighborhoods. This gives them the ability to truly utilize a flagship store’s design, architecture, and in-store materials by implementing and using these across monobrand- and corner stores.
In the digital realm we encounter an issue when it comes to the scalability of the online retail experience as brands are, logically, limited by their single domain. In order to expand a brand’s online retail network we are forced to look for multi-brand websites such as vitrines-parisiennes, Les 3 Suisses, Net-a-Porter, or GILT. But to what extent do we control our brand and the way it is presented in such locations? To what extent are we able to scale the carefully crafted brand retail experience of our digital flagship to drive sales and, just as important, create true brand exposure online?
Prices are based on a variety of factors, such as quality of fabrics, design and aesthetics. But also in large part, the price is also based on the value that consumers assign to the brand and all of its facets. In order to justify the price points of collections on e-commerce platforms, the brand should be very present throughout the shopping experience to convince consumers to buy.
With the strong evolution of discount sites such as vente-privee, we have taught the user that ‘it is cheaper to buy online.’ One way to convince users to buy at normal price points is to add a new dimension to the shopping experience across all platforms: the branded shopping experience.
With users getting more acquainted with the basic functionalities of a website, we now arrive at a point where we can take another leap forward and revolutionize the way we shop online. As we close the gap between the offline and online branded shopping experience, and even bind the two through multichannel strategies with mobile/tablet initiatives, we are slowly working towards a situation where the brand is intertwined in the total purchasing process. This provides consumers virtually with what they intrinsically seek to buy: a lifestyle, a mood, identity, a personal narrative of whom they want to be and become.
In order to integrate your brand in all distribution channels, it is necessary to create stronger relationships and partnerships with the affiliates that have the capacity and the will to truly translate your brand into the display of your collections.
It requires an effort from both the brand and the retailer. Considering the necessity, what should we do next?
Who are the current online retailers that you are working with? What efforts have been made to work on branding rather than mere sales? What is their reach? How does the site convert visitors into sales for your particular brand? What is their organizational power? Do they have an in-house creative department to quickly anticipate your creative (branding) demands? How important are you to them? What is their vision regarding online retail?
Ask yourself valid questions to determine the power of an intensified partnership. Make a precise selection of online retailers with whom you are likely to integrate creative content on their platforms. Reinforce the brand experience alongside the presentation of your products, and win the game.
Photo Credits: RunPhoto
