In today’s fast-paced and ever-changing digital world, eCommerce has become a crucial part of the retail industry. With millions of customers shopping online, online businesses have a great opportunity to reach a wider audience and grow their brand. However, as the competition grows, it becomes essential for brands to stay true to their values to build relationships with their customers.
At the core of any successful eCommerce brand is a set of values that defines the company’s mission and vision. These values help to create a brand identity that resonates with customers, and they serve as a foundation for all business decisions.
One of the biggest challenges that brands face is the pressure to compromise their values in the pursuit of growth. This can be particularly true when businesses are trying to keep up with changing trends or trying to appeal to a wider audience.
However, it’s essential for businesses to remember that staying true to their values is essential for long-term success.
Customers appreciate companies that are authentic and transparent and they are more likely to support businesses that mirror their own beliefs. This creates a strong brand identity that resonates with customers and sets the business apart from its competitors. It keeps customers coming back.
A company that lives and breathes their values is Lucy and Yak!
They communicate their mission using the influence of social media, their website and email. Continuously telling their customers what they stand for and making active decisions based on this.
Subsequently, they have created a very loyal customer base who willingly create content for them and keep coming back to buy! This is key for long term growth in a competitive online marketplace.
Another company that knows what they stand for at their core is Amazon.
What? You may be asking yourself what their values are? Making more money? You are half right. But, they don’t lie about it.
Their four core values outlined in their mission statement:
- Customer obsession
- Passion for invention
- Commitment to operational excellence
- Long term thinking
You can’t argue that these values are lived and breathed at Amazon. Their constant innovation and making things easier for the customer (subscriptions, next day delivery etc) are their top priority.
In today’s hyper-connected world, eCommerce companies must do more than just sell products to succeed. That’s why their digital channels need to communicate this in their messaging. Using Email, Social Media and your website to acknowledge and enforce your values
Using trends to adapt to meet consumer needs in a way that ensures you have a strong brand identity and stick to your core values
To stay true to their values, brands need to have a clear understanding of their mission and vision. This means taking the time to define what the business stands for and what it hopes to achieve. Once these values are established, they should be integrated into every aspect of the business, from marketing and branding to customer service and product development.
In a world of five-second trends, it’s essential that brands identify ones that their customers actually care about. See what your followers are engaging with on Social Media, do a survey, conduct a focus group, use Google Trends and use your own data to dig deeper.
Jumping on everything is simply impractical and dangerous. Businesses need to match their chosen trends with their values to build better relationships with their customers and improve loyalty.
Having a mix of planned activity and reactivity for trends is key for success. For example, in the fashion world, body positivity and sustainability are two trends that are here to stay for some time. Therefore, fashion brands can plan their marketing campaigns around this.
However, micro-trends, such as Love Island or brands using TikTok, need a more reactive approach.
It’s also never a good idea to sacrifice your brand values in the hope of going viral or seeming relevant. Your loyal customers will feel cheated and this could hinder the relationship you have spent years building.
It’s also important for eCommerce brands to be transparent about their values and how they are put into practice. This means communicating with customers about the company’s values and demonstrating how they are reflected in its products and services. For example, if a business values sustainability, it should make a conscious effort to source eco-friendly materials and reduce its carbon footprint.
To conclude, online brands that stay true to their values are more likely to succeed in the long run. By creating a strong brand identity and building trust with customers, businesses can set themselves apart from their competitors and thrive for years to come. While the pressure to compromise values may be high, businesses that remain true to themselves will ultimately be rewarded with a loyal customer base and sustainable growth.
