Uploaded byLash Creative
Lash Creative Case Study
The document emphasizes the importance of brands prioritizing consumer needs to enhance e-commerce success and engagement through effective online presence, interaction, and loyalty strategies. It provides case studies of Mr. Porter, Reebok, and IKEA, illustrating how these brands create relatable and immersive experiences that resonate with consumers. The key takeaway is that a seamless user experience, focusing on consumer desires and emotional connections, is essential for building brand loyalty and driving sales.
![Luxury Ecommerce [infusion 3rd october 2014]](https://cdn.slidesharecdn.com/ss_thumbnails/luxuryecommerceinfusion3rdoctober2014-141003092252-phpapp02-thumbnail.jpg?width=640&height=640&fit=bounds)
Lash Creative Case Study
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- 2. - How dowe best represent the brand on their websites? - How can companies promote and increase sales of goods through e-commerce? - How do you generate sales effectively and efficiently? - What makes, if any, the e-commerce successful? - What makes, if any, the social media successful? - How does the website bring the brand story to life? - What makes these stories believable and tangible, i.e. use of interaction, videos, micro sites, viral campaigns, social media? - What were the insights into the approaches into creating these websites / campaigns?
- 3. TODAY - it’sall about - YOU
- 4. - and byyou we mean the - CONSUMERS
- 5. - Make your consumersproud of being associated with your brand. This is key to what drives your consumers to want to share it with their friends. - Your brand needs to be loyal to your consumers as you’d like your consumers to be to you. Have a loyalty ecosystem strategy in place that compliments and supercharges your entire brand experience. Mary Ellen Muckerman, Creative thinker for Wolff Olins - Build an active, engaged social media presence by putting your audience’s needs first. Brad smith, Digital Marketing Consultant, Founder of FixCourse
- 6. Brand Culture Products Feedback Creativity Awareness Interaction Loyalty Services Lifestyle Social group Rewards Consumers
- 7. This graph visualizeshow we should connect the brand & products with the consumer and its social groups. As you can see in the middle we need to focus on three main elements: awareness, interaction and loyalty. And through these three key fundamental activities, this is how we will best connect the brand and products to the consumers and social groups. For example, through culture creativity and lifestyle and down to little details like feedback, services, and rewards.
- 8. - case one- MR PORTER Be loyal to the consumers by making the products about them http://www.mrporter.com
- 9. This is asite that tries to make the whole experience about their consumers.
- 10. At first glanceof this site, most people wouldn’t be able to tell it’s an e-commerce site (In comparison to the ICONIC site). But rather you would think it’s a site where any metrosexual man would visit to get fashion tips.
- 11. There isn’t anydirect call-to-action pushing to buy. The content is focused on providing relevant and interesting fashion content to the male target audience for example how you can look as good as any well-dressed celebrity.
- 12. There are alsovarious types of journals on the site, and each of them allows the viewer to tweet and share with friends. This provides the user with social currency.
- 13. To take itone step further, there’s also the option to shop the look within the story.
- 14. Whilst Mr Porterfocuses on premium goods, it never feels like it’s trying to take away your wallet. The site makes the user feel like they are embarking on their own fashion journeys to get the look that they want. This makes Mr Porter highly relatable, relevant and personal, and provides the user with a sense of social currency they would want to share with friends.
- 15. - case two- REEBOK Be a part of your consumer’s lifestyle http://www.reebok.com/en-US
- 16. The message isclear and simple; if you need a pair of trainers in your urban jungle, this is it. The site is vibrant and full of life thanks to the great collage of urban looking lifestyle shots.
- 17. Reebok’s approach totheir site is an interesting one, a modular (boxy) approach similar to a lot of socially driven websites (compared to Rebel Sport). The modular layout provides the ability and flexibility to make updates as often as Reebok wishes to. Most importantly, the modular approach allows the site to be kept interesting and ever changing so you feel like you’re looking at a new site each time whilst keeping the consistency of the designs.
- 18. But while theaesthetic is a big attraction of this site, what’s even more engaging was how Reebok integrates social content so fluidly as well. Not only can you access the online shop easily, engaging and interesting content such as YouTube videos with celebrities, product information, etc. can also be accessed easily. Social sharing features, such as sharing and tweeting are also easily integrated into the video content.
- 19. What makes theReebok web experience so satisfying is that it visualizes itself as a part of the consumer’s lifestyle. From the design through to the content, it all works nicely together to immerse the consumer into the brand experience of wearing Reebok. And the more impressionable & real the experience seems, the more they can relate to the brand.
- 20. Viewers are ableto choose their choice of colours, patterns for different parts of the shoe
- 21. Once you madeup your mind to shop online, the process is nothing fancy but just simple and clear navigation. Here the removal of modular design is a good choice. The consumer reviews and comments is a great feature to get the community going, and these comments can be integrated to social media channels as well.
- 22. - case three- IKEA Focus on your consumer first http://demo.acneproduction.com/kitchendreams/#/AsmundWang
- 23. This is awebsite that literally says “THIS IS ABOUT YOU”.
- 24. You have aman holding an image of his dream interior decoration, looking quite pleased. There’s something behind that looks like a house but its dark and you can’t see it clearly.
- 25. You interact withit and “ta da!”. The dream comes true as the background lights up revealing a beautiful new kitchen with everything he ever dreamed of.
- 26. As you navigateleft and right, you realize it was not just the man, but altogether four different personas of different ages and backgrounds. Each has a dream kitchen in mind and through simple interaction, IKEA shows they have the ability to make their dream come true.
- 27. Even the averageJoe’s can be made unique, because at IKEA, everyone deserves a kitchen tailored to their uniqueness
- 28. We’re not akitchen expert by any means, but it’s hard not to feel immediate warmth upon entering this site. The way the content is framed like a window looking out, the use of interactive videos that convey a dream like reality, and most important of all, it gives the consumer the ability to associate and relate to the characters and the products. The impression is memorable. IKEA really cares about what the consumer wants, and they have provided solutions to the consumer’s problems. This has been cleverly executed with clear and down to earth story telling about how four average Joe’s are seen as unique individuals at IKEA.
- 29. While the micrositedoesn’t have any social sharing features apart from ‘liking or tweeting’, chances are consumers will leave the site feeling that IKEA has put their dream house just a little step closer to reality. And who wouldn’t tell their friends about that?
- 30. User experience needsto be seamless and simple. No point having beautiful design that overcomplicates the user journey from browsing to selection to purchase.This is quite fundamental to any good and successful e-commerce site.
- 31. When talking aboute-commerce it’s not only about the brand. It’s MAINLY ABOUT THE CONSUMER. These e-commerce case studies not only integrate with social media in technical levels, here IT connects emotionally with the consumer. This engagement is a KEY FACTOR for successful e-commerce nowadays where people want REAL VALUE in anything they interact or spend time with. Summing it all up,IT’S ALL ABOUT YOU, not only as a brand, but more specifically THE CUSTOMER. To show you where the future of e-commerce is heading towards, here’s a very cool and engaging video:
- 32. - case film- ONLY-THE LIBERATION http://www.youtube.com/watch?v=kCr7ZP7KC0Q&feature=youtu.be
- 33.