Digital capabilities are at our fingertips today. When we plan purchases, we try to look up accessible stores, explore them online, and then proceed with purchase decisions. So basically, stores are the medium through which brands communicate with consumers. It is the stores that help consumers form an association with brands and their products. And with the digital ecosystem gain centerstage, it is all the more important to look at stores in the context of this digital space. In other words, the identity of stores needs to strengthen significantly in the digital world, as consumers continue scouting for products and services to meet their needs.
Come to think of it, it is fundamentally the stores that talk to consumers, contributes to problem-solving, and help improve the quality of the lives of consumers. And the stronger their image, the better they can function. Hence, digital identities become even more crucial.
Let’s understand this further.
Digital Business Profiles
For consumers today, forming a relationship with stores starts primarily with a digital search. That’s mostly the 1st consumer touchpoint. So it is important in the first place to ensure stores appear online. Digital business profiles which can be built on search engines, not only ensure an identity for the stores but also offer easier access to consumers by popping up as top search results. These profiles, when enriched with critical information such as store details, product insights, and other relevant business information, help consumers become more aware of how a particular store can help them meet their needs. And, with advanced capabilities such as automated chats embedded in these profiles, stores can further build a positive perception in the minds of consumers. Embracing consumers in such ways builds credibility and solidifies the identity that stores can be given.
So, with digital business profiles setting the foundation for the identities of stores, consumers find a way to connect with stores. And given the exponentially expanding digital environment, it is natural for consumers to want to further explore stores online instead of instantly planning physical visits. So where do they go then?
They go to eCommerce-enabled location pages of stores. An extension of the idea of ‘identity’
eCommerce-enabled location pages are a highly beneficial way of bolstering the unique identity every store desires. Such pages represent local tastes and developments, and further bring value-driven solutions closer to consumers. Digital business profiles which we discussed above, can contain links to these pages, enabling consumers to progress in their purchase journey and land on these pages. These pages can offer store-level information such as available products, services, special discounts, and campaigns, reviews & rating options, and can deepen the association built this far, through the consumer’s journey. And with eCommerce features allowing seamless purchases through these pages, consumers are offered holistic, delightful experiences, increasing the chances of repeat purchases.
Stores are a brand’s treasure. And consumers are the reason brands grow and prosper. Consequently, brands are increasingly focusing on the relationship between stores. In alignment with this vision, helping stores form their own unique identities is an important step in a brand’s growth strategy. The more stores can embrace consumers, communicate with them, and transform their journey, the stronger the consumer’s eventual association with brands. It is almost like giving a personality to stores and helping them grow quantitatively as well as quantitatively, contributing to prosperity for brands and satisfying experiences for consumers. A win-win for all!