How to Elevate Your Branding in eCommerce Merchandising

Discover strategies to enhance your eCommerce merchandising. Build and reinforce your brand through visual elements, personalized interactions, and advocacy.

Adeel Qayum - Writer for Fast Simon
By Adeel Qayum
Kirsty Macdougall - Editor for Fast Simon
Edited by Kirsty Macdougall
Oli Kashti - Writer and Fact-Checker for Fast Simon
Fact-check by Oli Kashti

Published July 25, 2023.

While you may not immediately see the connection, branding and eCommerce merchandising go hand-in-hand. Applying branding to your merchandising strategies helps establish and reinforce who you are and what you can offer customers. Your brand identity has likely been defined already, so today, we'll focus on letting it shine through your merchandising.

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Reinforce Your Brand Through Visual Merchandising

Imagery and visual elements are critical pieces of the puzzle when it comes to reinforcing your brand through visual merchandising. These include elements like your brand's logo, color palette, font styles, and images like photography and illustrations. For example, you can use specific filters, image styles, or graphical elements consistently in your product photography, social media posts, and advertisements.

LARQ, maker of the self-cleaning water bottle, uses consistent branding and visuals across their website: bright, cheerful colors with a modern font and decorative-yet-minimalist image backgrounds.

a series of three images showing different types of items

Personalize Your Customers' Interactions With Your Brand

In today's eCommerce landscape, personalization is more of a necessity than a "nice-to-have" feature. You should be tailoring your communication based on the behaviors and preferences of your customers.

For example, you can segment your email marketing campaigns to send specific emails to specific groups. You can send customers personalized recommendations, offers, and discounts based on their past purchases or most recent shopping cart.

Clothing manufacturer and retailer American Giant is a great example of how email personalization can help merchandising. Here, they send a follow-up email to help re-engage a customer who abandoned their cart.

a black dress is on sale for $ 10

» Get inspired with these 5 email remarketing campaign ideas

Foster Brand Advocacy and Loyalty

We've all heard that it costs more to find new customers than to retain existing ones. We've also heard that word-of-mouth is one of the most powerful motivators. That's why brand advocacy and loyalty are so important—both of which you can strengthen with a strong merchandising strategy. Here are a few ways you can foster them:

Skin- and self-care company Blume attracts and retains customers with its loyalty program, using its brand identity to drive home the perks of joining the program.

a screen shot of a website with a picture of a group of women

» Check out these practical solutions to obstacles hindering your brand loyalty

Fast-Track Your Merchandising With Effective Branding

When you implement solid branding tactics into your broader merchandising strategy, you're setting your eCommerce store up for success. Remember to elevate your branding strategy through visual merchandising, personalized customer interactions, and fostering brand advocacy and loyalty.

It's also essential that you continuously evaluate and improve your branding efforts. This will ensure you build a strong and resilient brand presence that resonates with your target audience and drives success in the dynamic eCommerce landscape.

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