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Making the Brand/Consumer Connection (and sale) Online

By: Jeff Falk
Posted: July 6, 2009, from the July 2009 issue of GCI Magazine.

page 9 of 9

Lawrence Mortenson: There are definitely online equivalents to display kits, shelf displays, etc. Brands can design compelling product images and banner ads for online retailers to use. They can do a lot of other things as well—such as provide viral video that supports their product, copy for e-mail newsletters and blogs that draw readers into the purchase funnel for a brand or product, and more. We get material from brands for our Web site all the time. The thought processes for online and off-line merchandising are pretty similar—if not the same. Brands and e-tailers just need to learn how to use the ever-evolving list of online options available to them. The most beautiful thing about selling online? You can get a lot of quantitative data about consumer behavior that lets you make 100% data-based decisions on how to improve your online store performance. Now that’s cool.

Laura Kenney: There are equivalents. Online, you can create special sections that mirror sections in stores or specific brand endcaps. If the store sells many brands, it’s very effective to create specific pages or sections for each brand online. That way, the brand can express its specific personality in one place and not get lost in the branding of the store.