With every Joe Bloggs opening up ecommerce emporiums left, right and dead centre, it can be hard to stand out from the crowd if you’re an online retailer.
So how do you cut through the noise? With a good story, of course.
Take a moment to stroll through the corridors of your youth. To your lamp-lit, childhood bedroom. Remember the stories you used to read, the pictures, the front covers? What a treasured little place those memories still reside.
Stories have the power to envelop, connect and last.
Some of the most successful ecommerce stores’ success has, in large, been thanks to their ability to strike emotional connections with their community, that live beyond the buy button.
Of a Kind, the brainchild of American-based university friends, Claire Mazur and Erica Cerulo, sells the pieces and tells the stories of emerging fashion, home, and jewellery designers – and has become our new obsession.
The company, born after a “frantic exchange of emails in 12 hours” was built to tell stories, and is (funnily enough) quite good at it. Let us show you why.
*Disclaimer: we are actually obsessed, hence the creepy collage.
Their “about us” section is full of direction and meaning. It makes you want to grab the closest person, have a deep and meaningful conversation (DMC) and start selling something, anything. Their passion and dedication to creating incredible products warms you to the brand.
Building a story with your passion, motivation and direction will help connect you to your customers.
It’s no easy feat. Get it wrong and your brand is damaged and you’ll lose the market you’re attempting to connect with. Get it right, however, and you’ll become something more than just a logo and a shopping basket. You’ll become part of people’s lives. You’ll matter.
Of a Kind is a great example of how brand’s should inject their story into the very fabric of their ecommerce offering. It helps give the brand a foundation, gives it life.
Always focus on your inception, define your values, be excited about what you’re selling (otherwise who will) and be authentic. People like a human touch. It’s easy to understand.
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