Develop An Online Retail Channel That Adds To Your Overall Brand Experience

Developing an omnichannel brand identity has become more challenging as digital technologies have advanced. More channels in which interactions with consumers takes place means there are more opportunities to convert a consumer into a customer. However, these added instances also increase the importance and challenge of maintaining a consistent brand identity across all these different touchpoints. As these technologies become even more ubiquitous, optimized online touchpoints are now of paramount importance for any retail brand hoping to possess a leading omnichannel platform. Develop a digital identity that contributes to your overall brand experience by providing a unique value and reducing as much customer effort as possible.

Figuring out a way to leverage your organizational website to provide added value to consumers is key to establishing consumer trust. Regardless if the user is a return-customer or learning about your brand for the first time, your website should relay the same brand identity established within your brick-and-mortar stores, while also providing a unique value. For example, many grocery brands are beginning to offer online-ordering pickup and delivery services, in which a customer can tag the groceries they want to purchase have it delivered to their front step or ready for them right when they walk in your doors. Another unique value provided by digital retail brands is online shopping via augmented reality. For instance, online furniture retailer Wayfair utilizes this technology so that customers can visually place the products they are looking at within their own personal spaces.[1] With this added value, customers can receive the convenience of buying online while also being able to visually establish how the piece will look in their home.

Another way that retail brands should leverage their online channels to provide value is to use the technology to reduce as much consumer effort as possible. Consumers know when brands are intentionally striving to make life easier for them, and it can serve as an influential piece of goodwill within the consumer-brand relationship. One example of this digital effort reduction is the rise of visual search within your online store. Brands like Target and Neiman Marcus are leveraging this machine-learning technology to allow customers to easily find the product they are looking for with images, rather than trying to find the right query.[2] This makes the discovery of relevant products quicker, thus reducing the amount of effort it takes for an online consumer to find what they’re looking for. These added services show consumers that your organization is willing to invest resources into making their lives easier.

Ultimately, the best retail brands are those that are striving to provide an optimized, consistent value at each point along the customer journey. As technology increases, online channels will have even more influence over the perception that consumers have of your brand experience. Invest in your digital identity so that it is a major contributing factor to the overall brand experience you provide to consumers. Aligning your online channels with everything else under your organizational umbrella will help create the omnichannel identity associated with industry leaders.


Second To None empowers customer-centric brands to deliver consistent, intentional and authentic consumer experiences.

We adeptly design and manage mystery shopping, compliance, engagement and voice of customer solutions grounded in strategic relevance, program integrity and actionable insights. Our solutions are developed on the basis of solid research and statistical science. We achieve success through a relentless focus on quality and innovation, consultative relationships and a talented team of professional associates.

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