{"id":94,"date":"2017-04-19T02:19:39","date_gmt":"2017-04-19T09:19:39","guid":{"rendered":"https:\/\/hengreamaze.wordpress.com\/2017\/04\/19\/markers-of-a-great-ecommerce-brand\/"},"modified":"2023-08-31T05:31:23","modified_gmt":"2023-08-31T12:31:23","slug":"markers-of-a-great-ecommerce-brand","status":"publish","type":"post","link":"https:\/\/www.reamaze.com\/blog\/markers-of-a-great-ecommerce-brand\/","title":{"rendered":"Markers of a Great eCommerce Brand"},"content":{"rendered":"

Attracting customers, appeasing demands, and making sales.<\/strong><\/p>\n

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Finding your \u201cWaldo\u201d is the name of the\u00a0game.<\/em><\/em><\/p>\n<\/figcaption><\/figure>\n

2017 is on track to be another record year for eCommerce. In the U.S. alone, online sales is projected to hit $440 Billion<\/a>. On mobile? $114 Billion. In a society where over 50% of purchases are now made online, it\u2019s not just large eCommerce players that stand to benefit. Small to medium sized online businesses and indie brands now have access to an ever growing customer base that\u2019s willing<\/em><\/strong> to fork over their hard earned money for quality merchandise.<\/p>\n

Prying attention and sales away from established players like Amazon.com is no easy task however. In 2016, Amazon\u2019s eCommerce presence grew by more than 25% from the previous year and now represents 43% of all U.S. eCommerce sales<\/a>. And it\u2019s no surprise either. Amazon\u2019s shopping experiences have all the hallmarks of a great eCommerce business<\/em><\/strong>: fast shipping, subscription based amenities, unparalleled ease in ordering, fairly great customer service, and a very competitive return policy.<\/p>\n

However, there are lots of reasons why Amazon does not account for 100% of online sales\u200a\u2014\u200athey\u2019re not the only game in town. In fact, if we flip the script and look at the numbers, the glass-half-full perspective is that most of U.S. eCommerce resides outside the walls of Amazon.<\/p>\n

That means customers are<\/em><\/strong> comfortable spending their online dollars on smaller online storefronts powered by platforms like Shopify, BigCommerce, WooCommerce, and other DIY platforms. What \u201cmarkers\u201d<\/strong> do these customers look for in order to emulate a shopping experience much like (or better than) Amazon.com and how should brand businesses take control?<\/p>\n

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\n\u201cYou can\u2019t wait for customers to come to you. You have to figure out where they are, go there and drag them back to your store.\u201d\u200a\u2014\u200aPaul Graham, Y-Combinator<\/em><\/p>\n

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Many store owners approach starting a business with the best of intentions but ignore core markers that complement their efforts. Finding willing shoppers is both an art and a science. Great eCommerce tools, marketers, and consultants can help you nail down the science but it\u2019s often up to individual brands and businesses to nail down the art. It\u2019s important to know that there are lots of implicit markers that a shopper looks for before plopping down their credit card to make a purchase from you. These markers affect customers psychologically and act as a catalyst when it comes time to act.<\/p>\n

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\nAdam the hunting-gear guru<\/strong><\/h2>\n

Adam is a 47 year-old car salesman. Like most Americans, Adam loves guns and everything related to his growing gun collection. With good sales numbers accumulating under his belt, he\u2019s always on the look out for gun gadgets.<\/p>\n

\"\"A highly detailed specifications sheet from Magpul.
\n<\/span><\/em><\/figure>\n

Much like other online shoppers, Adam looks for key markers before purchasing from non-core online retailers such as Amazon, eBay, or in his case, that list also includes Dick\u2019s Sporting Goods, Big 5, and REI. Because it\u2019s important that his gear is reliable in all operational contexts, Adam is a firm believer of \u201cin-the-field\u201d testing. A good return policy<\/strong> is a must because who knows, a product just might not hold up well enough. And because Adam is a stickler for detail<\/strong>, he\u2019s not easily convinced of a product\u2019s \u201cstated\u201d functions and features. One of Adam\u2019s favorite brands, Magpul<\/a>, is the North Star when it comes to convincing Adam of not just quality but also industry knowledge and specialization. <\/strong>As an electrical engineer by trade, Adam appreciates expertise and weighs it heavily in all of his purchasing decisions. In fact, he\u2019s been following Magpul\u2019s industry presence for over 5 years now and attend all of their trade shows.<\/p>\n


\nEmily the marketing intern<\/strong><\/h2>\n

A true Texan at heart, Emily resides in sunny Austin with her parents and where she works at a local printing firm. Emily is also a part time guitar tutor and has recently started a YouTube channel demonstrating her skills to her audience. Always in need for more audio and musical gear, Emily prefers to buy everything online in order to save time and money<\/strong>.<\/p>\n

\"\"A concise and easy to navigate policies page for returns from Sweetwater.
\n<\/span><\/em><\/figure>\n

Having studied marketing at college, Emily tries her best to remain cognizant of its psychological impacts when it comes to buying things. There are a few go-to places (such as Sweetwater<\/a>) for Emily not because they specialize<\/strong> in audio equipment but also because they offer fast, convenient, and no BS shipping<\/strong>. Having compared prices across the web, it simply makes more sense for Emily to become a loyal member to the brands she patrons often. Emily\u2019s combined income gives her some freedom in terms of purchasing decisions but she makes sure her money is well spent on products that receive raving reviews and where she can learn more about complementary products<\/strong>. She spends 1\u20132 hours on average researching the potential purchase and watching review testimonials<\/strong> from her fellow YouTubers.<\/p>\n


\nGreg the designer<\/strong><\/h2>\n

Greg of Colorado Springs is a senior at a prestigious university studying fashion design. An established overachiever among friends, some of Greg\u2019s work has already been featured in magazines like GQ and Vogue. Like many fashion designers, Greg appreciates the simple beauty of great design\u200a\u2014\u200aeverything from food to furniture and from cars to indie films. In his free time, Greg is also a collector and trader of vintage t-shirts, always on the lookout for unique items<\/strong> to add to his collection.<\/p>\n

\"\"An infinitely humorous introduction by Blipshift communicating its culture and artist-conscious business practices.
\n<\/span><\/em><\/figure>\n

A new obsession of Greg\u2019s is stalking a company called Blipshift<\/a>. Their unique product proposition is one of limited production. Designers and artists from around the globe submit unique, one-of-a-kind t-shirt designs to the company with hopes of seeing printed glory. Once printed, it\u2019s gone forever. With a cult following from the motorsports community<\/strong>, Blipshift has caught the attention of the design-loving Greg. Greg\u2019s dad left him with a Boss 429<\/a> before he passed and its been the love of his life. With motivation in mind, Greg reached out to Blipshift\u2019s customer service team<\/strong> to see if there are upcoming designs related to the renowned mustang. Their reply blew Greg away. Not only were they able to confirm a design but also sent Greg a free t-shirt voucher as a thank-you for his enthusiasm<\/strong> and support.<\/p>\n

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Learning how to analyze markers will help you prepare a shopping experience for customers that is both pleasant and unforgettable. To create a great eCommerce brand requires careful planning and skillful premonition. Here are 3 mental models to help you.<\/p>\n


\nBusiness Practices<\/strong><\/h2>\n

Today\u2019s informed consumers are always asking, \u2018Is this a good company?\u2019 and \u2018What does it stand for?\u2019 How you choose to conduct day-to-day business is top of mind for most shoppers.<\/p>\n

According to retailers, most customers\u200a\u2014\u200a82%\u200a\u2014\u200aconduct research online.\u200a\u2014\u200a<\/strong>Forbes Consumer Research<\/strong><\/a>, 2016<\/strong><\/em><\/p>\n

Fair and transparent business practices such as shipping, returns\/exchanges policies, environmentally conscious processes, local community building practices, philanthropic actions, and personable customer service make up the pillars of an honest, ethical, transparent, and communicative business. Your potential customers may find that online retailers like Amazon.com do not check all these boxes.<\/p>\n

Consumers who buy online not only want to protect themselves but also want to make sure a business is also well protected by treating its daily affairs with responsibility across the board. The recent United Airlines fiasco(s)<\/a> is a major highlight in recent memory where fair policies, actions, and customer service were grossly mismanaged and ignored. With a growing arsenal of tools for consumers to use and research businesses, transparency is not just \u201cadvice\u201d but a norm. Milton Friedman once coined a popular phrase back in the 70\u2019s that \u201cthe business of business is business<\/em>\u201d and that profits ruled all else. This couldn\u2019t be further from the truth now.<\/p>\n

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Adam\u2019s favorite firearms accessories brand, Magpul, is known for excellent customer service and\u00a0quality.<\/em><\/em><\/p>\n<\/figcaption><\/figure>\n

For Emily and Adam, brand loyalty has been strongly rooted in sound business practices such as transparent shipping and returns, great down-to-earth customer service, and environmentally conscious processes.<\/p>\n


\nMechanics<\/strong><\/h2>\n

A trusted brand does one thing and one thing very well. Vertical e-commerce companies can build expertise by choosing just one product or service and over time present customers with all possible buying options in that vertical thereby increasing the likelihood of conversions dramatically. This is known as verticalization. A niche can be created more easily overtime by solving problems of one particular category. There are other advantages to verticalization:<\/p>\n