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18/06/2019 Luke Hilton

When an eCommerce site is not just an eCommerce site

According to the business coaching gurus, sales are easy!  All you do is just capture a lead, nurture that lead, make the sale and then get a testimonial. Job done!  

But what does it actually mean? Why does one brand have a cult-like following and another brand struggle even to make traction or sales?

How do you capture those leads in the first place to nurture them? And what is nurturing?  Do I invite them around to my house for a meal and a cuddle? I’m just trying to sell (insert product here ie newborn photography, plus size clothing, bridal dresses, pens etc)!!

The truth is, in today’s society, if you build it, they won’t come.  You need to start by building a community because more and more, people want their purchases to have meaning and they want to be part of something.

Aspirational brands help customers to belong

Look at Toms for example, they built their whole brand out of giving back.  So for every pair of shoes you bought someone disadvantaged would get a pair of shoes.  You purchase some shoes AND it made you feel so good about yourself, nice!

But more than that, they detail the stories behind your impact of buying shoes which shows you how you are making a difference and helps you feel like you belong to a community of people who want to create change.

TOMS has expanded into other causes

Harley Davidson have a Harley Owners Group section complete with member benefits and events.  Because people who love to ride are the ultimate in community.

Apart form membership, it provides Harley owners with local events where they can be part of the Harley community and many other tools and tidbits such as mileage recognition. All of this adds to the prestige of owning and riding their Harley amongst those who ‘get it’.

Harley understands its customers need to belong and their love of riding.

Sephora have one of the best communities of an omni-channel brand.  Sephora redefined how women shop for beauty products and created the Beauty Insider Community.  This ensures that their raving fans can join groups to connect with each other and follow topics of interest, they can ask questions of experts, browse the galleries and get inspiration, and score access to exclusive events.  Not to mention all their how-to videos and quizzes.

Sephora keeps its community engaged

So, whether you support a bigger cause like third world poverty or the growing concern of self-body image issues or have just created a brand synonymous with luxury or performance, when your customer feels part of a community there is power and loyalty in that.  So capturing and nurturing leads is about helping people to belong.

And loyalty goes well beyond a loyalty program when you have raving (mad) fans.  These are people who will line up for hours just to be first in line to get your new product and will keep you afloat in the tough times.

Your community and your website

Whether your business is based on helping others or is it about having others aspire to be like your brand, you need to create this reflection on your website where people can get involved.

Before you build your website, think about how you will represent this community experience and get your best customers involved on your website. And your eCommerce platform choice will be important here too because it will need to be flexible to allow you to represent your items for sale as well as your community and informational aspect.

It’s in this way that an eCommerce website is not just an eCommerce website anymore, and the more you can get your customers involved and part of your brand, the more you will have a customer for life.

If you want help discussing how you will reflect your community aspect on your website and help your customers to get involved and feel like they belong – just contact us on hello@theplayhousegroup.com

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