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Online Brand Experience

Question 1

Victoria’s Secret

This brand has concentrated on online recognition for years understanding that most consumers are not comfortable to scan the shelves of their stores for undergarments. An online store allows for the consumers browsing and ordering for delivery of merchandise discreetly.

Estee Lauder

Judging from their stylish print ads and visual appeal gives the impression of an elevated style. The website also proposes easy ways to browse through merchandise through various groupings and types, inclusive of other ways to shop, a choice that directs to unavailable goods, make-up sets and gift cards, to name a few.

The grocery series of shops beats its competitors like Kroeger, Walgreens and Safeway with its website which personalises guest’s encounters after they pick their closest store where they are given directions to an in store and allowed to choose fruits and vegetables of their choice.


The Brand sells products that are basically commodities that consumers can easily access. This site is vividly pleasant with eye catching graphics, organised payment and delivery methods and offers reduced charges. VitaCost topped the health and beauty groups defeating rivals like Amway in creating a website that is attractive to a potential consumer’s eye.

Question two

As purchasing habits become more complicated with customers more and more preferring the multi-channel method when buying goods, the connection between the technological and direct sale experience is ever more crucial for the brands. Current research carried out by Epson Europe 2015 (Torado 2015) discovered that many of UK purchases are made in shops. However, the gap is reducing with online sales in the UK constituting the biggest portion in Europe 7% better.

Brands need to merge their methodology with uninterrupted branding between online and in store streamlining the overall brand experience for customers. Merging online branding with in-stores can improve sales by enhancing merchandise recall and hence creating work for brand ambassadors to guide customers through the in store tour can assist communicate the rare attractive properties of products. For example VitaCost could have brand ambassadors to endorse various products to convince potential customers into actually purchasing from the store (Torado, 2015)

Question Three

Website trends show that brand trademarks and brand colours remain constant on every page. These can be utilized as permanent reminders to consumers about a particular products to ensure that the images are embedded in their memories for easier remembrance. Merging of these brand logos and brand colours in what brand ambassadors wear while advertising ensures that the online branding is made effective.

According to Khan & Khan (2012) a wide range of enterprises from small owner practices to huge multinational associations are now incorporating social networks as crucial principles of their marketing techniques. Sashi (2012) says that social Media’s capability to establish interaction among persons and include consumers in substance generation and quality creation has interested professionals with its ability to better deliver to consumers.

Question Four

Most companies are present in social media through brand pages on Facebook, twitter and YouTube. While most marketers think that social media is essential, only a number acknowledge it’s completely combined with their company (Verhaeghe et al, 2012)Comprehending social media and customer interactions with it grant companies to occupy a consumer void (Customer Relationship management 2012) . Customers should be enabled to converse about what they need, like and want in real time, designing a chance to tap into this information and communicate on an individual level. (Khan & Khan 2012).Effective response to complaints and reception of optimistic feedback posted online shows a brands involvement in consumer’s interest leaving consumers happy and feeling as if they contributed to the brand (Handley, 2012)


Handley, L. (2012). Brands Must Get Set For the Swift Response. Marketing Week, 22-24.

Khan, A., & Khan. R. (2012). Embracing New Media in Fiji; the way forward for social network and communication strategies. Strategic Direction, 28(4).

Sashi, C.M, (2012) Customer engagement, buyer –seller relationships and social media Management Decision, 50(2), 253 – 272

The 2012 Rising STARS,” (March 2012), Customer Relationship Management. Vol. 16, Iss 3, p.29-33(5 pp)

Torado, D (2015) How important is digital and retail experience for brands? Wallblog

Verhaeghe, A., McDonald, S and Belleghem, S. V (2012). Rules of engagement: What can we learn from conversations taking place on Facebook, YouTube and Twitter. Market Research Society.Annual Conference