Visual Branding in the Age of Amazon - Flipbook - Page 14
The Future of Visual Online Shopping
Consumers shop with their eyes Although
consumers are loath to admit it, most do love
(or like) to shop. Choosing the brands we invite
into our lives communicates who we are as a
human and how we wish to be seen by those
around us, including our loved ones.
Online retail is much more than lowest price
and home delivery. Price is always one of the
first things consumers want. But if price was all
that mattered Sam’s Cola would be the #1
beverage. Brands and brand loyalty are much
more than an economic equation. HOW
consumers connect with the products they buy
is a more sensorial process. It requires the brand
to sell with a multitude of visuals
to
communicate the heartfelt commitment of the
brand.
Brand Experience Matters Brands matter. Brands
convey credibility and a familiarity, much as a
friend does. The visual and iconic brand presence
conveys a sense of trust, and can be seen in a
glance. Many e-sites now list names and features,
but not with engaging brand visuals. Brands and
product choices are about the connection the
consumer has with the intangible brand qualities
that create lasting brand loyalists.
Many online-only brands are moving to
physical retail. Why? A number of major directto-consumer brands are moving to physical stores.
Brands such as Warby Parker, Casper and Harry’s
to name a few. A more sensorial experience is
needed to excite new and returning customers.
Huge creative digital options exist currently that
can bring consumers a much more experiential
connection.
Online brand experience must SURPASS
physical brand experience: Ecommerce is not
merely an alternate location for a consumers to
order products. It is potentially a world of images,
visual expressions, and inspirations that will
SURPASS their in-store experience.
Visual Branding is a huge
opportunity to bridge the gap
between on-line and traditional
shopping.
