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 27, 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)
Sept 22, 2022

How an Amazon SEO Agency Should Be Serving Your Brand

If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.

Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.

At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise  are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead. 

What is an Amazon SEO Agency?

An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.

A great Amazon SEO Agency partner will:

Prioritize Your Success

Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance

Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS. 

To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.

Provide Detailed Competitive Insight

A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.

It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.

Reduce Your Ad Spend Over Time

Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins. 

Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.

Amazon SEO Optimization and More

As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.

Contact us to learn more about our SEO optimization services.

Sept 20, 2022

Global Ecommerce Weekly News: 20th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to raise pay and add extra work benefits for delivery drivers Following the rise in fuel prices and protests by Amazon workers, the ecommerce giant is raising its delivery drivers’ pay and adding more work benefits. Amazon has mentioned that it will be investing $450 million into rate increases along with an education program and a Delivery Service Partners program. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/amazon-to-raise-delivery-drivers-pay-and-add-more-work-benefits/) Amazon announces it will give away shipping software to merchants at no cost Amazon has recently announced that it will be giving ecommerce merchants free software to manage shopper orders on and off its platform as it extends its reach. The ecommerce giant will be ending monthly costs for sellers using Veeqo, a shipping software it recently acquired and instead offer to them a new, free shipping software. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/amazon-to-give-away-shipping-software-to-merchants/) --- Other Marketplace News --- Walmart unveils new virtual fitting rooms In an effort to drive clothing sales, Walmart has launched virtual fitting rooms while competitors reduce spending amid the cost of living crisis. The virtual try-on tool can be used by Walmart customers to virtually measure the clothing items and see how the products would look on them. Shoppers will now be able to see how over 270,000 clothing items on Walmart’s ecommerce site would look on their bodies. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/walmart-launches-virtual-fitting-rooms-to-drive-clothing-sales/?utmsource=Retail+Gazette+Subscribers&utmcampaign=2da7f0f8f8-EMAILCAMPAIGN202209150742&utmmedium=email&utmterm=0d23e2768b6-2da7f0f8f8-61040615) THG slashes sales and profit expectations The Hut Group has slashed its forecasts for 2022 as rising interest rates, inflation and energy costs take a toll on consumers. Previously, THG estimated its sales growth to be between 22-25% but after a recent evaluation, has lowered this prediction to between 10-15%. Initial predictions did not take into account the negative effects of ceasing sales in Russia and Ukraine along with the impact that the cost-of-living has had on consumer spending. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/15/thg-slashes-forecast-as-cost-of-living-crisis-hits-consumers-wallets/) --- Other Ecommerce News --- DHL and Post Office team up to provide click and collect services Through a partnership between delivery company, DHL and Post Office, a new click and collect service is to be tested at Post Offices before rolling out to over 1000 branches across the UK. Online shoppers will now have the option of choosing their local Post Office as a collection point, and DHL will fulfil the delivery aspect, opening up networks for both parties. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/14/post-office-partners-with-dhl-express-to-provide-click-and-collect-services/) US consumer watchdog plans to further regulate the BNPL sector The US Consumer Financial Protection Bureau (CFPB) has raised concerns regarding the collection of consumer data and the fast-growing nature of the BNPL sector, which includes companies such as Affirm and Klarna. The CFPB is worried that these companies could be negatively impacting consumers’ financial health and aims to put better regulations in place to ensure consumers are safe and empowered. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/16/us-consumer-watchdog-to-start-regulating-bnpl-sector/) Japanese ecommerce market estimated to grow by 6.9% in 2022 The ecommerce market in Japan, largely dominated by domestic online retailers including Reakuten and Mercari, is set to reach $194.3 billion USD in 2022, after seeing an annual compound growth rate of 5.2% between 2018 and 2021. This makes Japan the fourth leading ecommerce market globally, following China, the US, and the UK. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/13/japan-ecommerce-market-to-grow-by-6-9-in-2022/) Ecommerce brands are spending more on TikTok ads TikTok may soon be surpassing Facebook and Google as the most lucrative advertising channel, with ecommerce brands spending 60% more on TikTok ads in Q2. Facebook is still ahead as the top choice for ecommerce advertisers but only grew by 5.6% from Q1, while Google grew 20.5% in Q2, and Snap declined 10.8% in Q2. [Read more on SearchEngineLand](https://searchengineland.com/ecommerce-brands-spent-60-more-on-tiktok-ads-in-q2-387876)