For many shoppers, holidays are about creating memorable experiences. Their search for trusted and popular brands increases during the holiday shopping period. In recent years, brands have increased their investments in E-Commerce to generate awareness as well as gain online share of the fragmented landscape. Shoppers have an endless online aisle available to them with unlimited brands and products. Therefore, it is critical for brands to stand out in this crowded and competitive marketplace. However, the key question is whether or not shoppers have a preference for specific brands online or are they open to other brands that may offer similar attributes or are rated higher.
Shoppers perceive the value of brands based on their own experiences as well as of others.
Building brands is no longer just a marketing activity. It is a two way relationship between the product or service and the end consumer… in a transparent digital world. This allows an open engagement between the shopper and the brand that includes ratings, reviews, sharing, blogging, liking, tweeting and more. The critical point for organizations is to build a brand that has a clear purpose, unique differentiation and sustainable value proposition for its consumers. This is most important for brands that are undergoing digital and e-commerce transformation.