An easy way to ensure your brand stands out is to create an intuitive, optimized online experience.
You want everything from the content to the ordering process to be simple yet unique. Most consumer journeys begin online, and it’s your job to ensure that part of your branding strategy includes an unforgettable digital experience.
What is a Digital Experience for Your Brand?
In short, it’s the experience a consumer has after finding your company online, browsing through your pages and products, and ultimately making a purchase. It’s a pivotal part of your shopper marketing strategy because it represents the interaction between your company and your targeted audience. Now that technology is essential to our everyday lives, your retail advertising strategy must connect your digital and in-store shopping to ensure your brand stays as competitive online as it does on the shelf.
Benefits of a Digital Shopping Experience for Retail
Any retail brand hoping to stay relevant with today’s consumers needs to be consistently improving the digital experience they provide online and finding ways to create interactive content. There are many benefits of focusing on your brand’s digital shopping experience.
Your business creates a solid user base
When more people are purchasing online, your company can gather critical information to help build out their profile and interests. These details and demographics can tell you what age group is shopping the most, the gender of shoppers, where they live, their purchasing frequency, etc. This data can be crucial to narrowing down the messaging for your target audience or buyers.
Your brand sticks with your audience
Narrowing down your target persona is an excellent way to get more sales in retail. When you give your consumers a good experience through interactive content, your company is more likely to stick with them. This helps create loyal brand advocates.
It turns your average consumer into a promoter or influencer
Finding influencers for your company is one of the best ways to spread awareness. However, when you focus on your website and digital experience, make it easy for shoppers to share information about your brand. This creates the potential for every buyer to become a brand advocate and promoter for free.
Tips to Improve Your Brand’s Digital Shopping Experience
We study and work with innovative brands all over the U.S. who focus on bringing consumers an outstanding shopping experience. Here are some key takeaways for what makes them successful:
Keep the work simple
If your website is confusing, it won’t make the shopping experience easy. Now, they’re less likely to return to your website. Keep the layout simple with punchy, easy-to-read content and designs that stay unique but not flamboyant.
Create a personal experience
When you learn more about your shopper, you can find ways to personalize their experience which is crucial in developing your high performance retail media strategy. Successful brands create ways to personalize deals based on previous shopping trips and even develop dynamic content that uses personalized tokens like names and interests to improve the experience.
Engage with your consumers online
Even if you are not directly engaging with a consumer, offer communication options online like chatbots or live chat to better serve your shopper marketing base. However, there are other great touch points to stay engaged with your audience: blogs, newsletters, social media content and videos are all useful, creative ways to keep your messaging fresh and in front of consumers.
Stay consumer-focused every time
Understanding what your consumers really want is crucial when considering your online brand strategy. Creating a consumer-first experience will help your retail brand transform visitors into loyal consumers. It’s less about going wild with new ideas or gimmicks and more about keeping your organizing principle around putting the shopper first.
Take Your Shopper Marketing Further with Cliffedge
Does your brand feel focused on the digital experience and buyer’s journey?
It’s always a work in progress with even the most innovative brands, and as technology continues to create more ways to engage your audience, you’ll need to keep finding ways to connect the various physical and digital channels to improve your consumers’ digital experience.