Shop Cohesion: How to Transform Visitors into Customers

Your online storefront is your most important piece of brand identity and the most powerful

means of brand promotion. The catch is to strike a personal chord with the visitors to your

storefront so that they leave your store as paying customers! Today, our online storefronts are

tasked with the challenge to create an in-store experience that suits the brand and flawlessly

display the collection thereby reinforcing the emotional connection with the brand’s customers.

But if you haven’t found ways to do this yet, building shop cohesion will help your business in

more ways than you imagine.

Shop cohesion is the total online visual merchandising that you do for your storefront. Now

when you present your storefront online, the visitors to your shop involuntarily develop an

impression. They evaluate your site from various perspectives. Customers always look for stuff

that stays close to their identity. By creating a cohesive space, you not only prompt your

customers to buy, but also inspire them to follow you and talk about you. Let us discuss a few

tips to work your way to creating a cohesive storefront.

Synchronizing style

Customers always go for a product that goes well with their identity and style. When you have

products featured in various platforms, it’s natural for customers to follow one of your product

images that they liked and land on your storefront. When your brand makes a style statement

that is mirrored in each of your products, customers who come to your storefront will be

curious to browse for more products. If the style statement as conveyed by your products is not

cohesive and not customized for your typical audience, it might turn them off. Always

remember to maintain a personal style code for your products without leaving it for

experimentation.

Identifying your style and your customer

You would have done your research on the qualities that differentiate your brand from the

others. Now it is time to think about various attributes that holistically describe your brand’s

style quotient. You could do it by writing down the keywords that define the style. Let us say

you are selling apparels. You can describe the products from scarves to skirts with words like

graceful, ladylike, polished, hip etc. Match them up and analyze whether they go with each

other. If they don’t compliment a single style statement, your products are likely to lack

cohesion. While forming your style statement, think of your customer as well. Do not target

your products at everybody because you will ultimately end up reaching nobody. While styling

your products, think from your customers’ point of view. Does your product evoke the feeling

that it is tailor-made for you? If not, think of making some alterations. Look for product images

in Pinterest and Instagram that your target audience usually likes. This will help you get a

clearer perspective about the styles you could adopt.

Crafting a balanced product description

While many of us think that product descriptions do not make a big impact on customers, it

works on the contrary. An effective but simple product description that clearly describes your

offerings often delivers an intended sense of style to your customers. Do not make big claims

about your product or use flowery language. You can create an interest in the customer by

subtly pointing out the features of the product that compliments his/her personality.

Showcasing your products

People are coming to your site. They like your images. You are doing a good job. But are you

doing good enough to trigger that inner desire in your customer to buy your product without a

second thought? Showcase your products artistically so that your products cast a spell on your

store visitor. Group, de group and characterize your products to make sense of your style

statement.

Is your shop looking more cohesive now?

SSHHH…Stay Tuned for new store templates launching that will be launching soon. Open your

store on meylah today.

Related articles:

How to display and present your products effectively

Display your Meylah store items in a new way

Creating a brand identity for the creative business

Image source: http://locayta.files.wordpress.com/2012/12/product-sequencing.jpg