Well, here we go, after 71 days of not blogging why not start with a clean sopping experience form a kids store. Polarn o. Pyret a Swedish quality kids brand just (recently I believe) launched a web shop. After looking around for some short for my son I realized, Po.P got e-commerce. A clean and intuitive interface which is “on brand” to use a cliche, but this is Po.P straight through. Good clean product shots, color picker, complete info surrounding the products with a great cart function. And almost everything is within one click… Even got a blog this function (somewhat basic) and a used section (köp o. sälj) where you can sell your used Po.P. This makes me realize that a good shop experience can defiantly strengthen a brands… surprisingly uncommon . Lesson learned, if you are thinking of e-commerce, think before you launch… don’t pick an “out of the box” solution, build a branding experience and conversion will follow.
Via Paul Isakson
Seth and his brilliant illustrative blogging got me thinking about the one thing that all brands should do but usually market them self out of doing. It applies to even the most mediocre and “one in a million” boring brand.
Give your “customer” something to talk about – a.k.a give them more that they expect.
Promise you that this is cheaper then that Super Bowl ad (OK, a little over pretentious example maybe), product space at that “in” store, or that exclusive address. + in the long run will build better brand.
Let me illustrate – you just bought designed paper clips (you know the curly kind in mat black) in an typically standard online store. It arrives 3 days later, stuffed in a brown box with the receipt. Fairly typical, right? What if instead you bought the same paper clips (mat black an all) in a beautifully designed online store (easy to use, easy to look at) that gave you some interesting examples on use and pointed you to relevant info around the product. It arrives in 1 day (you paid for 3 day deliver) in a brown box with company logo nicely applied. You open it an see a neatly packed box (tissue paper and a branded sticker maybe) and a personal letter thanking you for your purchase (this was not your first purchase, they remember), asking how they can make the experience even better and offers rebates on relevant to you list of products.
Which shop and paper clip brand would you recommend to your friends?
Even if the there was two different brands would not both win? Even if you do not go all the way, just talking a step and give something more, unexpected will be worth the effort.
Lately there has been a lot of conversation around the term Free and how this can be a beneficial model for success. I have been following some discussion in this from Seth Godin, Chris Anderson and Kevin Kelly among others. Definitely worth reading about and baking into the equation. Now reading the latest on this I found the following statement –
“the most powerful brands are the ones that earn the right to a transaction” (full article here)
If there ever was truth, this is it. I am working on a piece on the subject so will come back to this. Wanted to share this brilliant phrase. Thanks to the gurus for their genius.
Moody, impactful and southern describe this beautifully crafted site form Old No. 7 – Jack Daniel’s. Filled with history, legendary tails and whiskey this site is a good example on how to extend the brand experience online.