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assignment will be to pick 2 competing brands and use the 6 Choice Criteria (memorability, meaningfulness, etc.) in this chapter to evaluate the brand identity of each. Take into account at least 6 brand elements (name, logo, etc.) for each brand and provide reasons for your point of view on the identity of each brand. You can use your project brands if it will help advance your project. This is INDIVIDUAL, not TEAM Quiz, but you can take your best info from teams and add to project under Brand Identity. NOTE: This question asks for your POV. In the final project this section will include the results of your research, so you can add. SUGGESTION: Base this quiz on one of your competitor brands and do the research on their brand identity. Use professional business language and the third person. This section will then be ready for your project!IMPORTANT: There is an excellent student example of this quiz sitting in the beginning of Disc 4. Feel free to check out and use as template if desired. This is sometimes a confusing quiz for students--remember that it is IDENTITY elements not PRODUCT elements! Turn in two separate files to me:reference is under the filesIn this weeks discussion, I’d like for you to select a multi-brand retailer and a brand specific website to evaluate. Reference this weeks slides regarding the differences between a Brand.com and Retailer.com eCommerce site.For example, you may select Sephora as your retailer and Urban Decay as your brand or maybe Net-a-porter as your retailer and Alexander Wang as your brand. Macy’s and Michael Kors. Target and Pixi Beauty. You get the point. Just make sure the brand you select is sold at said retailer and also has its own eCommerce site.I’d like for you to go over the the following:Note which your brand and which is your retailer, provide direct linksCompare NavigationCompare Product Assortment (what/how many brand products are in the multi-brand retailer’s site? ie. How many Pixi Beauty products are sold at Target.com and how are they categorized differently, etc.)Compare Product Images and Product DescriptionsCompare any product marketing imagery, promotion strategy smed_2750_module_4.pdf Unformatted Attachment Preview eCommerce Marketing Module 4 eCommerce Platforms All online stores operate on an eCommerce platform. What is an eCommerce Platform? An online retail platform is a series of software technologies that allows interested merchants to build and host a digital storefront soliciting a specific set of products or services. A growing number of brick-and-mortar retailers have already implemented eCommerce platforms in their business models to help supplement their current operations and move additional inventory. Theres no one-size-fits-all solution available to interested business owners, which is why merchants must understand what types of resolutions are available to them. eCommerce & Brick-and-Mortar What if you already have software that exists in your brick & mortar locations? Some eCommerce platforms vendors offer fully integrated software, which seamlessly merges with your customer relationship management software or any other back-office applications you may have, including inventory management infrastructure, for instance. This type of solution is nice for any sized company because it can drastically improve production and connects a business resources together. Another option business owners have is to implement a pre-integrated solution, or one that can be plugged into external systems with very little developmental effort. Going Digital is not an option, it’s a requirement It is critical for companies that run only brick and mortar locations to also have a strong digital presence. If eCommerce does not make sense for the company, a website with company information and a strong presence on social media is important. Not having a website or social media is close to telling the world that you do not exist! How will it benefit my business? In addition to scalability and protection of your data safely, eCommerce platforms, whether hosted on premise or in the cloud, offer a handful of operational benefits and business tools. These include: ● ● ● ● ● ● A product management suite Merchandising Pricing Promotions Search capabilities The ability to personalize sales and services to your liking eCommerce platforms offer businesses the ability to customize product information and how its solicited to best fit their own online retail needs, which can be a mutual benefit for both the business and its customers. Growing with your eCommerce Business ● Social media is driving eCommerce click through rates and conversions, so having a strong online presence connected to your new ecommerce platform is best practice. ● Rapid growth of mobile technology is connecting consumers in a way like never before, so developing a corresponding mobile application could significantly help drive revenue to your ecommerce website. ● The benefit of running a hosted website in the cloud is that scalability, or adding features to your website, is much easier this way. Cloud-based systems are becoming the preferred method of ecommerce platforms because of their ability to scale properly. Enterprise vs Small Business There are hundreds of eCommerce platforms (and growing) out in the market today. There are several considerations to take into account when selecting a platforms such as budgets, ease of use, customization, size of catalog, and scalability. Departments stores and brands with large SKU counts generally run on enterprise platforms like Magento or Oracle ATG. These platforms are highly customizable and highly integrative (with a corresponding price tag), calling for separate IT and engineering teams within their eCommerce departments to build and optimize their sites consistently. Smaller businesses and companies who are looking for easy setup, lower costs, and a user friendly admin will generally start off by using hosted sites like Shopify, Big Cartel, BigCommerce, and WooCommerce (WordPress). eCommerce Platforms Choosing the right eCommerce platform comes down to outlining your vision for the kind of online store you need today while envisioning how those needs may change in the next couple of years as you grow. No single eCommerce platform is suitable for all different sized business needs. However, the constant improvement in technology has allowed even the most simple of eCommerce platforms to include plugins and customization options that rival the big players. When launching or relaunching a site, always compare a few platforms to determine which will suit your needs best. Brand.com vs Retailer.com Something to note as well are the differences between how a Brand operates their online store versus how a Retailer represents a brand (alongside many other brands) in their online store. Think about how MAC (brand) vs. Sephora (retailer) operates or how Michael Kors (brand) vs Macy’s (retailer) operates. The way they are representing their promotions, products, website layouts, etc vary considerably. Brand vs Retailer The game is changing. Instead of brand vs. brand in brick-and-mortar stores, we’re seeing the competition shift to brand vs. retailer. Instead of using retailers as a middleman, it’s better for brands if they have a way to deal directly with the consumer (better data, better margins, among other things), but the biggest struggle we see is with brands trying to establish their following. Would you rather purchase your makeup at Sephora or would you make the trek to go to MAC store? Wouldn’t you find it more beneficial to shop at Sephora because there are tons of options, a great loyalty program, and a great return policy? Aren’t there more Sephoras available in your area as well? More consumers seeking to buy directly from brands vs. retailers One of today’s marketing mantras is “brand loyalty is dead.” As always, the truth is more complicated than a slogan. While millennials and Generation Z are less likely to be loyal than previous generations — chiefly because there’s more transparency and information available to them — there’s a strong argument to be made that brands and retailers that get the customer experience right will see greater loyalty. Amazon is example number one of customer loyalty in a digital age. An extensive new report from Astound Commerce, based on a consumer survey of 1,000 US adults, takes a look at shopping patterns and explores the relationship of brands and retailers and how different channels impact purchase behavior, including physical stores. The next slide highlights some of their findings. Retailers vs Brands: The Battle for Consumer Attention Consumer expectations have reshaped the dynamic of how retailers and brands approach their partnerships. With fewer people shopping in stores and direct-to-consumer selling on the rise, the retailer-brand relationship is strained: ● ● ● ● Brands are finding a niche in direct-to-consumer sales; Loyalty is becoming more “brand”-focused and less merchant-focused; Data analytics sharing is vital to successful retailer-supplier partnerships; and Retailers are looking for lower prices, better content and more co-op investment from their brand partners. Brands Find Value in DTC As shoppers continue to increase their time shopping online, brand manufacturers that would otherwise sell in third-party retailer stores may now opt to sell on their own web sites instead, or even open their own stores, cutting out the middleman altogether. Footwear and athletic apparel brands Nike and Under Armour are two of the biggest examples of companies that have expanded on the direct-to-consumer business model to reach their consumers at every touch point. In another segment, luxury brands Coach and Michael Kors dialed back their presence in department stores in an effort to avoid diluting the brand in alternate channels. Setting up shop is easier than ever Brands will always be attracted to the margins of direct-to-consumer business. Most brands recognize the value of selling through third parties for awareness but would ideally have all their customers come direct. The ability for a brand to open up a Shopify site tomorrow, or start drop shipping for Amazon’s, Walmart’s or Jet’s marketplace, has never been easier. This has changed a lot of retailers in the way they do business. They continue to see declining store traffic and see shipping/fulfilling costs and dot-com orders going up, and all the brands they are carrying open their own stores. Access To Consumer Data Remains Key To Success For Retailers And Brands In addition to establishing a connection with consumers, brands that shift to direct-to-consumer gain better and more direct access to shopper data. As DTC continues to grow and brands create more of their own loyalty programs, retailers are being put on the defensive. However, merchants still need to optimize brand partnerships in order to satisfy shoppers. Retailers Seek Lower Prices, Better Content, More Investment From Brands Retailers stress the importance of three must-haves from brand partners, according to a recent ChannelAdvisor survey: ● ● ● Lower prices (82\%); Better content (50\%); and A greater co-op investment (42\%) for product advertising and promotion. While retailers’ desire for lower prices may be obvious, the need for better content can also be a strong competitive differentiator. As many as 88\% of consumers say that product content is the key driver of their purchase decisions, according to Salsify. To satisfy this need, brands should focus on creating and providing better product content to their network of retailers. Modern content management solutions can help keep content organized and up to date. Brands also should consider strengthening the connection with retailers by supporting merchant partners via their own online presence. As many as 73\% of brands use their web site to provide product information and other content, but only 36\% use their site to direct visitors to specific retail stores, according to ChannelAdvisor. Collaborate, don’t Separate The survey also revealed that 60\% of brands are still using time-consuming manual spreadsheets to share product information — and 30\% use a custom solution, which can often be expensive to maintain. By implementing automated data sharing solutions, retailers and supplier partners can benefit equally from the advantages of more efficient processes. In 2017 and beyond, it’s clear that retailers and brands must commit to more collaborative strategies. But in an evolving retail environment that can be very volatile, brands are motivated to establish a direct connection with consumers. With many brands now turning to direct-to-consumer sales and loyalty programs, retailers have to leverage data to understand the specific issues that might be holding back sales, in order to create value for both sides of the partnership. By understanding problem areas, retailers and brands can spend more time working together to improve sales, revenue and loyalty for both, instead of fighting for the consumer’s split attention. Essentials of a Great eCommerce Site Whether you are going to be working for a brand or a retailer that sells many brands, the essentials of a great eCommerce site remain the same. You should focus on optimizing the following: ● Brand Identity ● Customer Experience ● Search Bar ● User-Friendly Design ● Marketing Support ● Smart Shopping Cart & Streamlined Payments ● Customer Service Brand Identity Brand Identity. Your page should immediately shout who you are and what you offer, so customers know they’ve come to the right place. Your company logo and colors promote recognition and trust: customers who are familiar with your brand will feel more comfortable on your site. Always speak in your brand voice and develop your social media channels to reflect that. Customer Experience Customer Experience. The goal of your eCommerce website is to drive customers to conversion, therefore, everything about your eCommerce site should be user-oriented. While online shoppers have gotten pretty savvy, you still need to compensate for the fact that visitors cannot physically touch or interact with your products. You should have multiple, high-quality images of your product offerings and a section for customer reviews and expert recommendations from third-party sources. Search Bar Search Bar. The search bar should always be in the same place so it’s easy to find. A common home for the search bar is in the upper right corner. If you can, use suggestive search to offer items similar to (or accessories for) whatever is being searched. Also, use corrective search so if someone misspells a word they’ll see a suggested selection instead of an error message. A large search box with a search bar icon is helpful. Simple is always best. User-Friendly Design User-Friendly Design. People love shopping on Amazon because (in addition to having pretty much everything) the site is incredibly easy to use. There are multiple ways to find what you are looking for and the buying process is completely intuitive. While you probably don’t have the funds to build as sophisticated a platform as they have, you can make the most out of what you do possess. Invest in quality search functionality, make sure your navigation and filters are intuitive, and avoid overcomplicating things with unnecessary bells and whistles. Marketing Support Marketing Support. Your eCommerce site may be beautifully designed, but it’s worthless if it doesn’t draw traffic. Complement your ecommerce design efforts with appropriate marketing plans. Cultivate a healthy social media presence and research which SEO methods may be right for your business. This will be discussed later in the course. Smart Shopping Cart & Streamlined Payments Smart Shopping Cart & Streamlined Payment System. Every eCommerce site needs a way to capture online payments easily and instantly. If you don’t provide a simple, streamlined payment system, potential customers will shop elsewhere. Invest in solid software that allows you to integrate online, retail, and mobile payments into a single system. Further, your shopping cart should remain intact so your customer doesn’t have to start shopping all over again if she steps off your page momentarily. Nearly a quarter of shoppers will leave their cart to come back later, sometimes on a different device, to make the purchase. Customer Service And last, but not least… Make Customer Service a Priority. The best way to keep your online customers satisfied, and to make sure that your brand doesn’t lose any value, is to invest significantly in customer service. Depending on who you are, the lack of face-to-face interaction with customers is a significant drawback to online shopping experiences, be sure to offer online shoppers multiple ways to contact you, and support each of those channels with helpful and prompt service. The Future is Now The future of commerce is digital. Even if your brick and mortar storefront is thriving, don’t miss the opportunity to establish your brand online. Your eCommerce store is essentially your largest storefront and represents your brand/company on global level. Giving special consideration to these elements will create a strong foundation for digital success. ... Purchase answer to see full attachment