Et perspektiverende indlæg fra Sara Alvad, Brand & Communications Lead hos Creuna, om hvorfor brand og commerce er en had/kærligheds-historie. Præsenteret på konferencen Branded Commerce '19, som Creuna var været for den 18/6-19.

1. Sara Marie Alvad, Lead Brand & Content Consultant
Brand & Commerce
Opposites attract

2. Branded Commerce
Product, price, selection, delivery, etc.Storytelling, emotions, differentiation etc.

3. Tale as old as time

4. Branded Commerce
It’s a transactionIt’s a relationship

5. Brand and Commerce
are not always the
obvious blend

6. What works in terms of
conversion, is not necessarily
what makes a brand stand out…

9. Sooooo many contradictions

10. Shh… I’m buying a lifestyle here…No unnecessary fluff – just to the point and price
Who solved my problem?
WowSwush
Products
Friction free
Simplicity
Stories
Immersive
Uniqueness
This is new, I’m intriguedI know this, smooth sailing from here
The well-known The distinct
Functionality
Enjoyable and memorableSmooth, friction free, nice and easy
Affinity
I’m actually living the brand right now…

11. Shh… I’m buying a lifestyle here…No unnecessary fluff – just to the point and price
Who solved my problem?
WowSwush
Products
Friction free
Simplicity
Stories
Immersive
Uniqueness
This is new, I’m intriguedI know this, smooth sailing from here
Functionality
Enjoyable and memorableSmooth, friction free, nice and easy
Affinity
I’m actually living the brand right now…
The well-known The distinct

12. Digital is the emulsion

13. We can go in minutes from brand “awareness” to
purchase “Commerce” within the same social frame.

14. And in seconds from “interest” to purchase within
the same search action.

15. Branded services and activations are a new and smart
direct path to purchase…

16. As the gap between moments of inspiration and
moments of transaction shortens,
every touch point is an opportunity
to build brand equity …

17. Efficiency is no longer enough
© Creuna
Effectiveness
Ease
Emotion
Loyalty
https://www.forrester.com/Overlook+The+Impact+Of+Emotion+On+Customer+Experience+At+Your+Own+Peril/-/E-PRE8125
Emotion is the #1
factor in customer
loyalty according to
an extensive Forrester
study

18. Convenience Experiences
Free up time Give me quality time

19. © Creuna
Effectiveness
Ease
Emotion
https://www.forrester.com/Overlook+The+Impact+Of+Emotion+On+Customer+Experience+At+Your+Own+Peril/-/E-PRE8125
Immersion

20. © Creuna
Immersion
Emotion
Ease
Effectiveness
Immersiveness
Participation Barrier
Give me quality time
Free up my time

21. © Creuna
Immersion
Emotion
Ease
Effectiveness
Immersiveness
Participation Barrier
Give me quality time
Free up my time

23. © Creuna
Immersion
Emotion
Ease
Effectiveness
Immersiveness
Participation Barrier
Give me quality time
Free up my time

24. © Creuna

25. © Creuna

26. © Creuna
Immersion
Emotion
Ease
Effectiveness
Immersiveness
Participation Barrier
Give me quality time
Free up my time

27. © Creuna

28. t

29. © Creuna

30. © Creuna

31. © Creuna

32. © Creuna
Immersion
Emotion
Ease
Effectiveness
Immersiveness
Participation Barrier
Give me quality time
Free up my time

33. © Creuna

34. © Creuna

35. © Creuna

36. Finding the right tilt.
Or the left…

37. Shh… I’m buying a lifestyle here…No unnecessary fluff – just to the point and price
I didn’t even notice someone was solving my
problem
WowSwush
Products
Friction free
Simplicity
Stories
Immersive
Uniqueness
This is new, I’m intriguedI know this, smooth sailing from here
Functionality
Enjoyable and memorableSmooth, friction free, nice and easy
Affinity
I’m actually living the brand right now…
The well-known The distinct

38. There is no silver bullet

39. Just 50 shades of grey

40. Party pooper questions
1 What category are you competing in?
2 Are you selling a high or low involvement product?
3 Do you hold a price or premium position?
4 Are you selling one brand or a multitude of brands and products?
5 What customer modus are you gunning for?

41. © Creuna
Maybe slightly less of this, when I’m at
the register aiming for my wallet

42. Establish your Brand Promise
and Brand Personality
Keep the promise and be personal
– in every touchpoint
Work together –
And break down the silos

44. From micro moments in any touchpoint To go big brand activation

46. Back to the love story

47. Dare to shop in any touchpoint
Dare to touch in every shopping point
© Creuna
But as a service,
don’t be salesy or
annoying
Only touch those who want to be
touched… General rule of thumb

48. Will it blend ?

49. Thank you !