Having made purchases online before (whether it is a product, a hotel room or an air ticket), we all know what draws us to visit an online store. We all have personal preferences and ideas of what we like about an online store, which is what keeps us coming back for more. For me, I like to visit online stores that have clean layouts, easy navigation, and good customer service, such as return policies or live chats where I can post my enquiries. To be a good eCommerce store, one has to fulfill all the aspects of the AIDA model – Attention, Interest, Desire, Action. Let's analyse my favourite local online store, Zalora.
Attention
What is the first thing that catches your eye at an online store? Attention includes imagery and layout. The Zalora layout is minimalistic but we all know that less is more. Zalora makes use of black and white for its font and layout, so that the coloured images of models and other products can stand out against the white background. The colours of the images used are striking and attention grabbing.
Now compare Zalora to Qoo10. Which would you enjoy browsing?
Even though there are plenty of products for sale at low prices, Qoo10's layout is a mess, and I never know where to begin. Hence, I usually find myself hitting the red button on the top left corner of the page even before I can start shopping.
Interest
The content on the online store must probe the user and make him/her want to find out more. The tricky part is drawing the user to aspects or features that he/she might like. On Zalora's website, we are greeted mainly by the male and female models, who direct us to different departments based on our gender. If not for this, male users (like my boyfriend) might have the misconception that Zalora only sells women's clothing.
Desire
Desire is fulfilled when the online store is able to link the features and benefits. This seems to be absent in Zalora's home page. Perhaps, they could've added in a phrase that said "Style at a wallet-friendly price, without compromising on quality". Who could turn down cheap, high-quality trends?!
Action
What would lead customers to take action would be good customer service, perks and rewards.
- Customer service
1) Zalora has a hotline to call when in doubt
2) They offer 30 days free return. This means that if you're unhappy with your purchase, you can return it and receive your refund, no-questions-asked.
Perks & Benefits:
1) Free delivery above $30! Who doesn't love free deliveries? And with all that amazing, affordable clothes, it's not hard to spend $30 to enjoy that benefit.
2) Cash on delivery, which saves shoppers the hassle of having to do a fund transfer or having to rummage through their wallets to look for their credit cards, then keying in the never-ending digits.
3) $10 voucher just by signing up for a newsletter. How easy is that!
However, online stores have to go beyond the AIDA model to ensure customer satisfaction. When the markets get competitive, the AIDA model alone will not suffice. Zalora and ASOS, Amazon and eBay, Taobao and Qoo10 – they are all essentially built on the same ideas. What is important is to find something that sets your online store apart from others,
Kevin Roberts, CEO of Saatchi and Saatchi Worldwide has found a formula for this.
"Lovemarks" is the term coined to inspire "loyalty beyond reason". The strongest connections in life are built on love and we are all affected by emotions. Hence, the same theory is used to increase brand loyalty in customers.
The hallmarks of a lovemark are mystery, sensuality and intimacy.
Mystery
Don't reveal everything down to the slightest detail. Leave room for imagination and make customers want to find out more. Take this old Apple II ad for instance.
Neither the appearance of the computer nor its features were revealed in this advertisement. This will leave customers craving for more information and anticipating the launch of the new product. However, if everything was blatantly stated in the advertisement or in the store, there will be no hype.
In addition, ideas have to constantly be fresh or the relationship between the brand and its customers will become stale, just like in a relationship. How would you like it if your other half wears the same clothes, eats the same things and go to the same places everyday? Online stores have to constantly innovate to come up with not only new products but new marketing techniques as well.
Sensuality
Sensuality makes use of the five senses.
In an interview with Roberts, he used America's best selling luxury car, the Lexus as an example. He mentioned that sensuality is the signature smell and feel of the buttery leather seats, which is unique to the Lexus. However, what's lacking would be a touch of personalisation in terms of the entertainment system. What should come on when the car's stereo is switched on should be a compilation of songs specially handpicked for the Lexus, not a radio station that is the same in every other car.
Likewise, what's the image or feel of your online store? Is it interactive? Is there music playing in the background?
Intimacy
Intimacy is vital to maintain good customer relations. Since eCommerce means that all transactions are done online and store owners are unable to know how customers feel about their product, it is important to keep in touch with the customer base by taking efforts to request for feedback on the products or arrange for a mass meet-up session to get to know your customers. One of my favourite local clothing retailers, Love, Bonito, has an excellent level of customer intimacy. Some events, like those that give highest spending customers a chance to view and purchase the latest collection before their launch dates, are by-invite-only. These events are smaller and more intimate, allowing the owners to speak to their loyal customers and get to know more about them. The owners will then be able to put a face to the people they have been corresponding with online for years.
Then there are larger events such as the annual/bi-annual mega sale (below), where customers can speak to the owners if they wish to.
(photo credits to Love, Bonito)
Below is a video on the Lovemarks Effect. When a store encompasses mystery, sensuality and intimacy, it becomes irresistible. So what is your Lovemark, and why?
Great blog, Collette! I really like how you took the eCommerce concept and analyze it from a brand loyalty perspective. There are so many websites out there that, rather than drawing the customers in, repel them instantly. A clean, attractive layout is key. Honestly, there's not too many brands that I feel a whole-hearted devotion to, but Vera Bradley, an American purse/accessory company, is one that I can actually say I LOVE. Their layouts in stores are always attractive and inviting, and they've managed to capture the luxury AND that mystery, sensuality and intimacy with their website. Check it to see what I mean. http://www.verabradley.com/ (And yeah, this stuff is a splurge... but hello, SALE page!) =)
ReplyDeleteThank you Amanda! Stores need to have fresh perspectives constantly in order to retain their customers, I think that's so important. Checked out Vera Bradley – even their online store is attractive and inviting. Love the brick walls and the lovely shades of blue <3
DeleteHi Collette! Funny you brought up eCommerce over dinner just now (random, not to mention a rare conversation topic for us). Thought I'd drop your blog a little visit-- looks good. Here's the link to the participative music video I was talking about http://www.albgoldenchains.com/
ReplyDeleteSo French elctro-pop musician ALB used this video to sell his personal belongings in order to finance his album. Was a mindblowingly creative concept for simple idea like selling your junk on ebay. By far the best example of combining aesthetics and interactivity for eCommerce :) (Remember to change your pop-up settings in order for the video to work)