Branding vs conversion in online Fashion retail
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Transcript of Branding vs conversion in online Fashion retail
BRANDING vs CONVERSION- Pieter Jongerius -
eFashion Amsterdam, june 2011
Follow me on Twitter: @pieterj1
Check out this clip on Vimeo (2min):http://bit.ly/gUvD7l
EMERCE #EFASHION 3Please take a look at the speaker notes, click the tab, below
making a difference in fashion?
EMERCE #EFASHION 5Please take a look at the speaker notes, click the tab, below
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branding vs. conversion
branding vs. conversion
unique conventional
conversion is king
branding is everything
branding ≠ vage flash sites
conversion is king&
branding is everything
SOLUTION 1: COLLECTION = SHOPBranding vs. conversion
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?solution 1: collection = shop
SOL. 2 & 3: BRAND BALANCEBranding vs. conversion
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BRAND BALANCE
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appearance
Birkigt&Stadler, 1986
payment logosreturns infoFAQSEO
solution 2retail added value in the interactive world
solution 3persuasive design
UI patternsgridsproductfotographybrand boxembossed buttons
web-safe fontsthe “fold”light backgrounds
communication
behavior
brandvalues
How do I make a differcence?How do I make a differcence?
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solution 2: added value
· Commerce
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BRAND-DRIVEN ADDED VALUE
· Commerce
· Communication
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BRAND-DRIVEN ADDED VALUE
· Commerce
· Communication· Advice
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BRAND-DRIVEN ADDED VALUE
· Commerce
· Communication· Advice· Relation
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BRAND-DRIVEN ADDED VALUE
· Commerce
· Communication· Advice· Relation· Community
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BRAND-DRIVEN ADDED VALUE
· Commerce
· Communication· Advice· Relation· Community
· Identity
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BRAND-DRIVEN ADDED VALUE
BRAND-DRIVEN ADDED VALUE· Commerce· Communication· Advice· Relation· Community· Identity
Touchpoint strategy· Multichannel· Mobile· Social media· …
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persuasive design
solution 3: persuasive design
PSYCHOLOGY OF INTERACTION
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SHOEDAZZLE vs SHOES.COMSurvival of the fittest
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Sensoryappeal
Status & autonomy
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Scarcity
Self-
expression
Curiosity
Rewards
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Authority
SCARCITY
Scarcity
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Challenge
s& rewards
Delighte
r
usability is a commodity
SURVIVAL OF THE FITTEST
MENTAL NOTES by STEPHEN ANDERSON
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MENTAL NOTES
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LOSS AVERSION
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collection = shop
added value
persuasive design
CONCLUSIONBranding vs. conversion
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branding =
“It's strong, pretty and wearable. And the stores will love it.” — Anna Wintour
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80EMERCE #EFASHION all content copyright of their respective owners