The messaging needn t be limited to the specific products being sold. Again, the intent is to unleash the brand s entire experience. In department stores or boutiques, trained salespeople tell customers about the latest trends involving their product lines. E-tailers must match this level of service by offering content, tips and advice that keeps customers apprised of new ways to use a product. Brand rooms provide an opportunity to convey brand-specific product and promotional information.
Promotional synergies result by interlocking online and off-line marketing activities.
Customers might appreciate learning about an in-store appearance by a designer or celebrity. This strategy will help gain synergies with off-line promotions and drive traffic to other authorized channels where the customer might shop. Some might ask where the leather in the purse comes from, or the cashmere in the designer sweater. Among the most important services, we ve found, is ensuring customers get accurate information about their orders, product availability, delivery and all conditions around the sale, such as shipping and return policies. The key to building a more distinct brand experience lies in creating a Web environment that respects and enhances the value of the brand to each individual and business partner.