to bring shop and collection together
Posted: Tue Feb 18, 2025 5:20 am
To increase the number of conversions, conversion optimization processes are often used. During this process, the webshop is optimized bit by bit and the focus is mainly on conversion alone. The website is viewed through a usability lens, so that visitors can find what they want and are guided to buy the garment. But do these visitors still have a feeling for the brand? Or are they specifically looking for the product and does it not matter in which webshop they buy the product? Where has the experience and emotion of the brand gone? Within the fashion industry, this balance seems difficult to find.
According to Pieter Jongerius ( Fabrique ), it is important to find the right balance :
to create the brand balance
create added value
to apply touchpoint strategy.
Bringing shop and collection together
In order to achieve good online sales, it is first important to create a malaysia phone number list good collection. What many websites do is give the visitor a choice to shop or to learn more about the brand and the company. Actually, this separation should not exist, on the contrary, brand and collection should be interwoven.
Protest also gave a typical example of this. They used to have a separate webshop and a company website. Eventually, the webshop was optimized in such a way that this shop generated more traffic than the company website. It is not useful to spread your link value over 2 domains (while it actually only concerns 1 brand). That is why the shop was moved from the domain www.protestshop.nl to shop.protest.eu. This way, you retain your link value and you can also measure the traffic within this domain.
Brand Balance
The brand balance consists of 3 dimensions, namely (1) appearance, (2) communication and (3) behavior. These 3 come together in the brand values. It is therefore important to determine how you want to shape your brand, how you want to radiate this, how you are going to communicate this image and how you behave based on this. For retailers, this is often determined and is already applied offline. But online, conversions are your friend, so how do you still make a difference?
According to Pieter Jongerius ( Fabrique ), it is important to find the right balance :
to create the brand balance
create added value
to apply touchpoint strategy.
Bringing shop and collection together
In order to achieve good online sales, it is first important to create a malaysia phone number list good collection. What many websites do is give the visitor a choice to shop or to learn more about the brand and the company. Actually, this separation should not exist, on the contrary, brand and collection should be interwoven.
Protest also gave a typical example of this. They used to have a separate webshop and a company website. Eventually, the webshop was optimized in such a way that this shop generated more traffic than the company website. It is not useful to spread your link value over 2 domains (while it actually only concerns 1 brand). That is why the shop was moved from the domain www.protestshop.nl to shop.protest.eu. This way, you retain your link value and you can also measure the traffic within this domain.
Brand Balance
The brand balance consists of 3 dimensions, namely (1) appearance, (2) communication and (3) behavior. These 3 come together in the brand values. It is therefore important to determine how you want to shape your brand, how you want to radiate this, how you are going to communicate this image and how you behave based on this. For retailers, this is often determined and is already applied offline. But online, conversions are your friend, so how do you still make a difference?