Dear webshops: How to sell more by getting a richer identity

On August 12th, 2009 Henriette Weber wrote:

People often come to me and ask me if I can help them spread messages about things they really want people to buy. There's nothing wrong in that, and I will sometimes do it if I think it looks and feel cool. However - most of the times it doesn't feel or look cool. Then it's just a link to a page where you can find out what the product is, and then click "purchase". 

Now, I could spread it everywhere if I wanted to - with no impact. Because there's no substance behind the product - only a purchase button.

The thing is, it's not the product that's selling. it's the experience of the product and the company that sells the product.

If there was a richer identity behind the shop aka. "why we do this, who we are, what we stand for, what we're passionate about". I would be more inclined to buy stuff. I don't explore brands all the time - but I want to have the choice. 

Also - I don't know why this is, but standardized webshop solutions where one shop looks the same as the next (lists, mediocre product pictures etc) doesn't make my day anymore. Lists are fine - but there need to be playful elements to them - like amazon.com is doing... enhancing the buying experience by giving so much details about the product. I think it's the perfect contrast to IRL shopping malls that I personally don't go to anymore, because there's too many products there - and most of the time, too little information about the product....

[webshop, sales, identity, substance]

Comments

Mette Weber writes:

You write
it's not the product that's selling. it's the experience of the product and the company that sells the product.

And I will ad, the person behind it ;-)

mette

August 13th, 2009 01:42

Pavel Horalik writes:

Great article Henriette!
You're absolutely true about the identity behind. Generally is it all about the story. People love it! Story about product, people behind, history etc.

I think that is the one of the most important keys :-)

August 13th, 2009 06:32

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