This blog is part of a series about how and why retail brands must “earn the customer” – their trust and loyalty – to remain competitive in a digital world.

Do you own your customer relationships? Or are you the “Hanes” of your vertical, allowing major retailers and/or online marketplaces to call the shots when it comes to connecting with consumers? While a multi-channel retail strategy, including online marketplaces, is key for many brands to effectively reach their audiences, having a branded eCommerce site is critical for capturing and retaining customers as a competitive advantage, particularly as more shopping moves online, in part as a result of the global pandemic. 

We know you’re running a business. You need to optimize conversion rates and grow your revenue. This requires an eCommerce site that provides a seamless shopping experience. However, to stay competitive in the long term, this also requires you to build your brand.  What does this mean? Brand building is about more than increasing brand recognition. Successful brands are those that elicit an emotional connection (e.g., by creating a desired culture/lifestyle, promoting the brand story and purpose), making consumers care so much so that it entices them to purchase the eCommerce brand’s products.