how to build a stronger e-commerce brand
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TRANSCRIPT
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Nina O’GormanCreative Director26.03.2009
HOW TO BUILD A STRONGER E-COMMERCE BRAND
© Creuna Slide 1
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SHOPPING ON THE NET HAS SERIOUS DISADVANTAGES…
© Creuna Slide 2
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You can’t enjoy the shopping experience
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© Creuna Slide 4
You can’t touch and feel the product
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© Creuna Slide 5
You can’t try the productYou can’t try the product
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© Creuna Slide 6
You can’t have the product immediately
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IT’S PRACTICAL BUT SELDOM INSPIRING AND CAN BE DOWNRIGHT FRUSTRATING!
© Creuna Slide 7
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WE NEED TO BUILD STRONGER BRANDS TO CREATE BETTER ONLINE SHOPPING EXPERIENCES…
© Creuna Slide 8
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“THE GOAL IS TO CREATE A PRODUCT THAT PEOPLE LOVE”
“…If people love it, they'll forgive a lot. They'll talk about it. They'll promote it. They'll come back. They'll be less price sensitive. They'll bring their friends. They'll work with you to make it better.
…or you can just work on making your product or service less annoying”
Seth Godin’s blog
Lovable
Less annoying
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WITH ECOMMERCE YOU NEED TO DO BOTH…
Efficient
Responsive
Desirable
Loyalt
y
Lovable
Less annoying
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Efficient
Responsive
Desirable
Loyalt
y
Fundamental to keeping customers in the buying process.
Lovable
Less annoying
TRADITIONALLY WE WORK ON MAKING THE SITES LESS ANNOYING FIRST
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Clear, simple, logical, fluid, accessible, smart, transparent, informative, open, solution-oriented, quick, service-minded, accommodating
EFFICIENT AND RESPONSIVE
© Creuna Slide 12
Good search strategies Accessible products Good viewing/trial
opportunities Accessible supporting
information (size, color, stock etc.)
Customer reviews – good and bad
Easy shopping cart function Efficient payment solutions Transportation tracking Q&A service Timely email responses Customer service Return service Mobility solutions
Less annoying
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© Creuna Slide 15
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Efficient
Responsive
Desirable
Loyalt
y
Fundamental to keeping customers in the buying process.
Easy to copy.
Will soon become standard.
Lovable
Less annoying
TRADITIONALLY WE WORK ON MAKING THE SITES LESS ANNOYING FIRST
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Efficient
Responsive
Desirable
Loyalt
y
Lovable
Less annoying
Differentiates.
Creates enthusiasm, inspiration and most important – LOYALTY
AND LOVABLE IS SOMETHING THAT IS ADDED… MAYBE
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IN REALITY WE TREAT DESIRABILITY AS MASLOWS HIGHEST LEVEL OF NEED
Desirability is at the top of a hierarchy of needs — and often goes unfulfilled.
Forrester Research
Efficient
Responsive
Desirable
Loyalt
y
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IDEALLY WE CREATE MORE LOVABLE WEBSHOPS IF WE WORK DIFFERENTLY
Useful
DesirableWeb teams integrate desirability into design projects at their inception. Desirability has equal weighting with usefulness and usability.
Forrester Research
Useable
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SO WHAT IS DESIRABILITY?
EngagingAesthetica
lInteractiv
e
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ON-BRAND DESIRABILITY
What do your customers appreciate?
What is your competitive edge?
How can you differentiate from
competitors?
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ENGAGING CONTENT AND FUNCTIONALITY
Exceed peoples basic needs
Appeal to peoples personal interests
Allow people to customize
Help people share and connect
Above and beyond performance
Add extra value
EngagingAesthetic
alInteractiv
e
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AESTHETICAL APPERENCE
Make it visually appealing
Let people design the undesigned
Do something new
Something that makes you and your service stand out
High quality photogrophy/film
Packaging
EngagingAesthetic
alInteractiv
e
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INTERACTIVITY
Import elements of game design
Encourage playfulness
Challenges and rewards
Create extra value
EngagingAesthetic
alInteractiv
e
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Takk for oppmerksomheten!
© Creuna Slide 45