Online Shopping Soaring...but are they building brands online?
Written by Helen Porter
TigerStep Online Marketing Consultancy.
Recent statistics from the IMRG show that shoppers in the UK have spent in excess of £100 billion online in the 12 years. April 2007 saw the largest annual rise since December 2003. Companies including New Look, House of Fraser, Baugur, Whistles & Karen Millen are all going transactional for the first time.
While most of these companies enter into the digital marketplace they are not investing to build their brand in the online environment. Most high street retailers tap into their existing shoppers by promoting the online channel within the stores and communication channels like store cards or leaflets. Most simply opt to extend their existing offline campaigns to carry their website address. Some retailers will be savvy enough to enter into paid search and affiliate marketing yet most will not be pushing money into essential online branding.
So why should retailers be building a brand online? High-street stores will only have a limited number of competitors therefore can corner the market for their given product. Online there is an open market, and retailers need to remember that they will have that increased competition. Investing in an online branding campaign will ensure retailers raise their profile to online shoppers and can build loyalty amoungst new shoppers.
TigerStep Online Marketing Consultancy.
Recent statistics from the IMRG show that shoppers in the UK have spent in excess of £100 billion online in the 12 years. April 2007 saw the largest annual rise since December 2003. Companies including New Look, House of Fraser, Baugur, Whistles & Karen Millen are all going transactional for the first time.
While most of these companies enter into the digital marketplace they are not investing to build their brand in the online environment. Most high street retailers tap into their existing shoppers by promoting the online channel within the stores and communication channels like store cards or leaflets. Most simply opt to extend their existing offline campaigns to carry their website address. Some retailers will be savvy enough to enter into paid search and affiliate marketing yet most will not be pushing money into essential online branding.
So why should retailers be building a brand online? High-street stores will only have a limited number of competitors therefore can corner the market for their given product. Online there is an open market, and retailers need to remember that they will have that increased competition. Investing in an online branding campaign will ensure retailers raise their profile to online shoppers and can build loyalty amoungst new shoppers.
posted by Helen at 8:44 AM
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