Products going viral overnight, startups taking over larger companies, consumers shifting brand loyalties at an eyeblink. In a scenario like this, how do you build an e-commerce brand that wins hands down?
It’s not rocket science. Ok, maybe a little science, but still, regardless of the scale or age of your e-commerce business, here’s how you can build an unforgettable brand, earn customer loyalty, and outshine competition:
Dare to be different
The journey of an e-commerce brand starts with identifying a need/gap to build a base, then establish a brand identity that would be hard to forget. Customers want to feel a personal brand connect and to achieve this, it is important to establish your brand’s exclusive style and story, segment your customers, then tailor your solutions/communication specifically for them.
You can start with a style guide for your e-commerce business – Consider including design-based brand guidelines, editorial best practices, a brand story you can mention in your campaigns, an elucidation about why you are different from the competition and why your customers are your lifeline.
6-year-old Bewakoof dared to be different, starting from something as basic as its name. Their mantra – Anything different or done differently. Bewakoof believes that people who have risked being different at the cost of sounding ‘foolish’ (quite literally), are the ones who have made a positive change. Bewakoof believes in looking at things from a unique perspective, trying something new even if success is uncertain, and taking the emphasis out of sole financial gains.
Tell a story
Every great brand has a great story to tell. An exceptional e-commerce business connects with customers and shares their story in a way that humanizes the brand, builds trust and lasting relationships with customers. Your story should describe your brand’s essence and objective, blend into your marketing strategy and position your business as unique.
Your website is the core of your e-commerce business – appeal, simplicity, easy navigation, glitch-free functioning and mobile friendliness are absolute must-haves. Turn your website into a powerhouse for improved user-brand engagement and unbeatable customer experiences.
If you do not have a website, fret not, with platforms like Taglr, you still can sell your products online right from the comfort of your retail store and make the sale from there too.
Dig for gold
Data mining is akin to a goldmine for e-commerce players. How well a brand leverages data to align itself with users’ online behaviour without over-killing is crucial. Using Big Data analytics to greater effect can put you ahead of the curve. Taglr is effectively using big data analytics to understand the customer behaviour and help the businesses leverage it. Collecting and fruitfully analysing data points of visitors, engagement with the brand on and off-site, social media interactions, etc., can give your e-commerce business a competitive edge.
A strong social media communication strategy includes engaging content, great customer support, and promoting offerings via messages with appropriate hashtags, so people can find your products and recall your brand easily. Social proof (Reviews, case studies, testimonials, news PR, etc.) is a core driver of consumer confidence, creating a snowball effect for your e-commerce brand. While studying customer reviews, it is a good practice to find words/phrases that repeatedly show up and repurpose some of this language in future marketing campaigns, email subject lines, social media ads, etc.
Apart from boosting brand awareness and driving traffic through social media, it is important to drive actual conversions. This can be done by creating more connections through social media and letting people know that you care about their health, happiness, productivity, and success – Higher customer acquisition, retention, and satisfaction are bound to ensue.
You can also use social media to:
- Create content that customers will value, that identifies the pain points your products help alleviate
- Participate in online forums to engage with and educate people
- Engage with industry experts to expand your knowledge
- Start a blog to disseminate information – For instance, answer your top FAQs through your blogs
Visuals spell victory
Visuals bring higher traffic to an e-store and build brand identity faster than text. A study by Buffer says that a Facebook video on an average receives 135% more organic reach than a Facebook image.
Building brand awareness, connecting better, and improving sales is largely influenced by rich video-based stories that are creative, informational and entertaining. Share interesting video content on your website, in emails, on social media channels. Consider using Facebook Live to talk about your business, promote products, or simply engage with customers.
Popular online shopping brand Yepme introduced brick-and-mortar stores to give customers the touch-and-feel factor. By merging the online shopping experience with an offline platform, the brand expanded its omnichannel presence.
To further enhance the shopping experience, Yepme’s physical stores are equipped with digital screens that can be used to browse the online store and place orders too. Yepme has even synced its e-store and physical shops with real-time pricing.
With today’s customers having an arsenal of research tools at their disposal, fair and transparent business practices have become the pillars of ethical businesses. Naturally, brand loyalty stems from sound business practices, which include transparent shipping/delivery/returns/exchange and other policies, environmental consciousness, philanthropic actions, and personalized customer service.
Several upcoming e-commerce brands are gaining higher traction by dealing in a single product. Narrowing focus helps dedicate more attention to product and service quality, build expertise, increase conversions, and create a niche. After successfully scaling one product and building a loyal customer base, venturing into other types of products to serve the same audience/niche becomes relatively easier.
- By focusing on one vertical, e-commerce brands can offer customers more variety within a given product category
- Verticalized e-commerce businesses are less susceptible to price wars and get a significant pricing advantage since they are able to offer personalized, streamlined shopping experiences
- Verticalization creates more opportunities to brand and market products with differentiated content
A great story of successful verticalization is popular e-commerce brand Nykaa – The founder identified a huge opportunity in the online space and after scanning various potential areas, chose to focus on unisex beauty and wellness products. Maintaining an unwavering focus on customers and quality products, Nykaa grew about 350% between 2016 and 2017, after which they upped their goal to another 300%. Today, the brand boasts of a whopping 600 crore run rate.
Such are the success stories that piece together to solve the e-commerce puzzle, to create an e-commerce brand that one can never forget. ')}