Updated: Sep 17

Lot of indicators have been listed for a website engagement, but those aren't the same for a Single brand store. Here are a few indicators that brands must measure:

  1. Repeat Purchase: Usually repeat purchase is defined as number of times a purchase is made in a year from your store. However, repeat frequency must be defined in relation to number of times an item is purchased in a month or year. Many products are purchased multiple times in a year and the brand needs to make sure that repeat purchase remains high of its loyal users.

  2. Repeat Interactions : Brands need to track how many times user interacts with their store after making a purchase. The repeated interactions result in improved user engagement and hence, higher purchase intentions.

  3. Positive shares: Brands need promotions and a lot of resources are spent on this. However in the age of social media, brands need to motivate their users to become its primary promoter. An average user is connected to 338 friends on facebook and has about 700 followers on Twitter in USA.

Customer Engagement Platform

Hence, incorporating this in the user flow designs of your online store is the simplest way to ensure this. Offer opportunity to your users to make a positive share during the browsing and purchase experience of the store. This is the most meaningful outcome of an engaging interaction with the D2C Brand.

User flows for D2C brand store need to be designed not just for high conversion rates. Digital Brands have to build relation with the user in a journey of 3 minutes that is lasting and unforgettable.

Updated: Sep 17

Paper Boat is a brand of traditional Indian juices and drinks by Hector Beverages. This young and vibrant brand has made an emotional connection with consumers in a short span of time. In the new era of marketing, PaperBoat has played the game so wisely using engaging content for story-telling that not only it has made brand awareness but also an emotional contact with its target audience.

Marketing Approach

Paper Boat’s marketing strategy moves around nostalgia and simplicity in its storytelling campaign.

Paper Boat’s marketing strategy

Paper Boat adopted a “Blue Ocean Strategy,” creating a niche category by branding traditional Indian drinks. It capitalizes on nostalgia by leveraging ethnic flavors and a quirky marketing strategy. The product uses traditional Indian ingredients and names such as Aam Panna, Jaljeera. Each Individual can relate this with their own childhood memories.

The brand created a buzz about the content written at the bottom of the pack. The motto to touch the lives of people with emotions got huge success. It gave customers “Meaning”.

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Updated: Sep 17

Brand loyalty is when a customer continues to purchase from your company, not because you’re the only option, but because they trust your company.

In the age of online commerce where Amazon sets the bar, anyone can import products from countries all around the globe and slap a brand name on them – diluting the authenticity of the original brand in the process. On the other hand, there are brands with cult-like followings they’ve amassed over the years.

Why People leave Brands? We tend to grow out of brands, not just because of our age but for other reasons, too. Maybe you want to try something new, or what you’re wearing is suddenly out of style. Maybe you had a negative store experience, or a brand just stopped meeting your needs.

Brand loyalty

Examples of Exceptional Brand Loyalty

1. Apple is the epitome of a cult brand. Since the beginning, they've built machines that are designed around their customers needs. They're constantly seeking feedback and engaging in conversations with customers about new products. As a result, Apple provides users with the features they want and has built a loyal community.

2.IKEA designs products based on deep understanding of their customers needs. They visit people's homes to see how they live. For example, after visiting customers in Italy and the U.S., IKEA saw that U.S. customers rely on drawers for clothing storage more than in Italy. The result? They designed deeper drawers in their American products.

When thinking about how your online brand store can stand out from the crowd of millions of other stores, look into the digital user experience or journey for inspiration. Here are the steps we use in building user experience at Gret:

1. Understand the the psychological needs and emotional triggers that dictate how to get into positive engagement with our target audience

2. Understand how they decide to purchase products or services they need.

3. What are our business key performance measures. List out desired actions.

4. Prioritize desired actions

5. Design gamification elements to motivate these desired actions.

Finally, above UX design and a feedback loop to learn from this. Today AI/ML allow brands do this in a much better way. When all this is put together, works very well for the users - delivering increased user engagement to the direct to consumer brands.