Strategies to Supplement Your Brand’s Shift to Ecommerce

MakersValley Blog | Strategies to Supplement Your Brand’s Shift to Ecommerce
Julie Araica

Julie Araica

As the world shifts in the wake of a global pandemic, retailers everywhere have been forced to close up shop. These closures have begun to spread online, with huge ecommerce sites like Reformation postponing shipment of orders to adhere to California’s stay-at-home order

If your brand is experiencing a temporary standstill because of similar policies in your area, now might be the time to consider revitalizing your brand’s ecommerce experience. If your brand is still operating but struggling to make the switch to a full ecommerce experience, here are some strategies to consider implementing today.

Turn to Fulfillment Services

A good e-commerce strategy is one that can shift gears when it needs to. After many “stay at home” orders were first put into place, a number of different brands experienced an influx of orders from their websites, but found a new challenge in shipping these items due to postage delays in their cities. 

As a solution to this problem, many retailers repurposed their stores into fulfillment centers where customers could pick up items after ordering them online. Brands without a storefront, with an excess of inventory can turn to companies that offer “fulfillment as a service” such as Flexe, ShipBob, EasyPost, or MasonHub. Flexe allows clients to rent space out of its network of 1,500 American warehouses, and can get clients set up in only a week.

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Focus On Size Visualization

Online shopping can be frustrating for consumers who are missing out on the experience of getting to actually try on their clothes. This is vital for brands to consider when they think about which models they want to showcase their items, and it makes diversity in models even more necessary. Consumers can either be turned off by seeing models that they don’t feel represent their body type and abstain from purchasing, or they can shop “aspirationally” and feel frustrated when their items arrive and look drastically different on them than the models.

Brands like Savage X Fenty and Good American have made it a point to cast models across a diverse size range on their websites, and both brands have seen immense success because of that approach. Everlane has taken size visualization up a notch by showcasing each individual item on their site in sizes 0, 2, 6, and 10 with models of varying height so the customer gets a better sense of how this item will look on them. 

As technology improves, the ecommerce experience of the future may be one that utilizes AI to create a malleable model that can show how each item will change according to its customers specific measurements.

Create An Accessible User Experience

While the internet has been able to revolutionize the way we shop, disabled consumers have been largely disregarded in this shift. So if you want your brand to stand out in the crowded ecommerce space and cater to a largely ignored demographic, it might be time to step up your site’s UX design. There are plenty of ways to do this, from using bold and large text for users who may have a harder time seeing, to creating a clean and minimal design that will be easy to navigate and not overwhelming for consumers with dyslexia. Even little things, like adding subtitles to videos your brand might have online, can make a huge difference in the long-run.

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