Perfecting the Customer Experience Through Brand Control & Branding

Josh Mendenhall

January 5, 2021

A solid customer experience can be the difference between a brand that wins big and a brand that totally flops. Every experience a customer has with your business, from viewing your product online to pulling it out of the box and holding it in their hands is a significant one, and making sure their expectations are met from end-to-end is the trick to winning big on ecommerce.

Through brand control, consistent storytelling, and customer service that looks outside of the box, brands can create exceptional customer experiences for their customers and ultimately remain profitable.

Brand control on ecommerce

Getting control of your brand on ecommerce directly and often deeply affects your customer experience. Iconic brands like Apple and Nike are as dominant in their markets as they are because they’re so good at control. They’re selective with who they let distribute their product, and when lines are crossed, they enforce their policies with teeth.

Most brands when they’re starting out or trying to grow quickly are more inclined to do the opposite. They opt for as wide a distribution as possible to get their products in as many hands as possible, because more is better, right? Well, not so much, and especially not for customer experience.

Having wide distribution on ecommerce without proper checks can be a bit like wrangling livestock on foot. You can get some and maybe even most distributors where you want them to be, but there’s no way you can control all of them, and without full control, your channels can become chaotic. When one distributor breaks the rules—drops their prices below your MAP, for example—others will follow to compete. That harms your margins and your profits online and off. It also devalues your product and your brand equity.

Wide distribution means a bigger pool of sellers who can represent your brand however they’d like to online. They may offer poor customer service. They might have blurry photographs on listings of your product or incoherent product descriptions. That doesn’t just reflect badly on them. It reflects badly on you.

Exceptional customer experience starts with making sure you have control of your brand on ecommerce, that unauthorized sellers aren’t distributing your products, and that your distributors are limited so it’s easier to maintain control and consistency.

Consistent storytelling

With billions of products and brands scrambling for the attention of online shoppers, you have to have consistent branding and storytelling to stand out on ecommerce. Consistency—consistent product quality, consistent imagery, consistent voice—communicates trust. It helps your brand become familiar, and it shows consumers they can rely on you.

Your goal is to make sure that a customer can pick your brand out of a lineup no matter which distributor is standing there holding your product. Ideally, the customer experience should be the same on two fronts: your visuals and your customer service.

When we talk about visuals we mean things like the photography in your image stacks, the video content you use, the typography, the way your content is formatted, and the colors on the page. These should be consistent on both your D2C site and on marketplaces where your product is being sold so that your customers can immediately recognize you.

You also want to choose distributors who care as much about your customers and your product as you do so they’ll offer the same level of service. If your distributors are providing poor customer service, it can be reflective on the experience with your brand as a whole.

So where do you begin? First, determine what story you want your brand to tell. Is your brand young and exciting? Luxurious and sophisticated? Edgy or clean? Once you’ve found your story, you can begin to decide what you want your branding to look like and then, with the help of a partner like Pattern, you can clean up your product listings on ecommerce and maintain consistency.

Popsockets Brand Equity Example | Pattern

PopSocket is an example of a Pattern brand that has done really well with its storytelling across multiple distributors. Its D2C is young and vibrant, as are its pop grip products. PopSocket listings are easily recognizable on Amazon because the imagery is consistently the same, as is the formatting of the listings. Customers know that what they see is what they’ll get.

Case study: KONG

Another area where businesses have the space to improve customer experience is through their customer service, particularly their packaging and shipping. Packaging can be a great way to reinforce your branding as well as build positive connections between your customers and your business. You might handle your packaging directly to make it more personalized, for example, or add more collateral to a shipment as a treat for your customers.

One brand that has leveraged their packaging and shipping to provide exceptional customer experiences with Pattern is KONG. The KONG brand is centered around training dogs to behave well through play. Along with selling dog toys and treats individually online, KONG sells them in a monthly subscription service called KONG Box. KONG Boxes typically come with three toys, three treats, an easy-to-make dog snack recipe, and personality tips based on the personality of each subscriber’s dog.

KONG box example of great customer experience on ecommerce | Pattern Blog

One of the biggest selling points of a KONG Box is that it makes purchasing dog snacks and toys more convenient for pet owners who already purchase them regularly. They’re also fun to receive—subscribers are surprised with different hand-picked toys and unique treats each month that their dogs will love. Check out the Facebook Live event we did with KONG here.

With Pattern’s help, KONG has been able to make the shipping experience an exciting event for their customers, but they’ve also been able to leverage data to address problems and make the shipping experience more aligned with their story.

The KONG Box was designed to be a party in a box for dog owners and their pups, and initially KONG toys and treats were packaged with tissue paper and crinkle paper to improve the aesthetic of the packaging and make it feel more giftlike. Through Pattern’s data analysis, KONG was able to learn that the way they were packaging their product was in fact detrimental to the mission of their brand.

KONG Box case study example of great customer experience on ecommerce | Pattern Blog

Consumers would open their boxes in front of their dogs, and their dogs would immediately pull out the packaging and make a mess in their homes. What was party packaging for KONG was an annoyance for customers and, on a larger scale, a disconnect from KONG’s branding story about improving dogs’ behavior through play. KONG used that analysis to change the way they packaged their products. Dog owners still get surprise treats and toys for their dogs in a fun box, but now with less of a mess to clean up and definitely no crinkle paper.

How Pattern can help brands improve customer experience

KONG is one of many brands Pattern has helped achieve success on ecommerce through improved customer experience. As an exclusive 3P seller, Pattern gives control back to the brands we partner with and provides expansive data analytics to help those brands win on every facet of their ecommerce business, including advertising, SEO, product innovation, and growth.

Pattern uses data to identify what your consumers expect from your brand, which areas you should address to meet those expectations, and missed opportunities for growth. We identify the story your brand is best positioned to tell, clean up, and create content for your ecommerce listings that help them become more aligned with that story. We also help you gain control of your brand across ecommerce marketplaces by finding the bad players eroding your pricing, connecting you with resources you need to eliminate them, and giving you tools for long-term profitable growth.

To learn more about how Pattern can help you improve your brand experience, contact us in the form below.

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Sept 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)
Aug 30, 2022

Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)
Aug 23, 2022

Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)