From Fit to Footprint: Navigating Brand Identity in the Footwear eCommerce Sector

From Fit to Footprint

The footwear sector of the eCommerce industry is now valued at over $135bn globally with a customer base of over two billion. But while it might be one of the most lucrative industries for online entrepreneurs to target, leaving a noteworthy footprint in the digital landscape isn’t easy.

There are thousands of retailers to compete against, from footwear specialists to online department stores. Distinguishing yourself to stand out from the crowd is vital if you want to form meaningful relationships with customers. Aside from capturing their attention, it will go a long way to helping you gain increased loyalty and customer lifetime values.

Navigating brand identity in the footwear eCommerce sector may feel like you’re walking a tightrope, but the following steps will keep you walking in the right direction.

Showing Your Values 

Your brand ‘footprint’ is formed by encompassing all elements of brand recognition and identity in the marketplace; from logos and colour schemes to brand voice, values, service and reputation. While you will be aiming to achieve several objectives, creating a professional vibe must be at the top of your agenda.

Consumers have so much choice that they simply won’t settle for an unclear offering. A well-designed website, easy to navigate website supported by a strong SEO strategy should be the foundation for success. However, going the extra mile in relation to eCommerce delivery options and payment options can also have a huge influence.

Building Trust Through Social Proof

Your digital branding and marketing campaigns can go a long way to building brand awareness. However, consumers are increasingly diligent when researching eCommerce companies. Moreover, they are often influenced by what other people have to say. Therefore, social proof can be the key to stamping your mark as a trustworthy brand.

Testimonials can be particularly useful, not least because virtually all leads will at least check the star ratings. You can kick your way to the top with customer services that cover everything from parcel management and order statuses, to checking stock levels. Offering a discount on the next purchase in return for feedback can increase the volume of reviews too.

Affiliate schemes and influencer marketing are also great options. When potential consumers see that your products appeal to people like them, they’ll be more inclined to buy.

Have Some Personality

Even if you do the right things in terms of building visibility, the harsh reality is that you will get lost in the crowd if your brand feels indistinguishable from thousands of others. Colour schemes, logos, and other essential features all have a positive role to play. Ultimately, though, the key is to show the personality of the people behind the brand.

It is particularly important when working in the eCommerce arena as face-to-face interactions are limited. Content is therefore king, and the rise of ‘sneaker-head’ collections and content online shows how well placed the footwear market is positioned to capitalise. Value to the customer can be provided through a range of media including blogs, videos, and podcasts. Your goal should be to show that you are an authority in the field while helping users get more from your products.

As a footwear brand, you can have fun with this. When consumers can see that you have the likeability factor, your business will gain a far better shot at success.

Show Brand Values 

In addition to appreciating the brand’s personality, most consumers care about their values. Given that most people are now trying to adopt greener lifestyles, a commitment to sustainability can become a key part of the brand DNA. If you do decide to tread this path, though, it’s crucial that you take a consistent approach.

Manufacturing footwear from sustainable materials is a great starting point. Sadly, it will be undermined if you fail to offer sustainable shipping options at checkout. Likewise, eco-friendly packaging materials are a customer-facing feature that will influence opinions about the brand. 

GFS can help you with all aspects of eco-friendly delivery. When you are known as a sustainable company that cares, the brand voice will be a lot louder. Take a look at how implemented this.

Know Your Audience

As with any eCommerce business, you will want to grow the biggest possible audience. However, thousands of footwear retailers opt for marketing efforts aimed at a universal audience. So, you may find that narrowing your reach is the smartest way to get noticed by an audience of people who will be interested in your products.

There is little point in promoting your high-end luxury dress shoes to high school students. Clothing and footwear see the highest rate of abandonment with the key under-25 age group particularly likely to check out from the checkout process. Likewise, seniors probably won’t be too interested in your selection of Nike trainers. Building a clear target consumer profile will transform your approach to branding. From product choices to the tone of your brand and where ads are displayed, decisions become easy.

The opinions of outside audiences become irrelevant if the target demographic responds well. A clear understanding and vision should help you navigate the eCommerce arena.

Act Fast

A need for speed is now undeniable in the modern landscape. Many eCommerce companies are able to offer same-day and next-day delivery services. Working with a delivery partner that can offer this, like GFS, can make a huge impact on your conversions and repeat transaction rates. Stock management and fulfilment can be automated too, reducing the day-to-day burden on your business.

Most consumers accept that mistakes and unforeseen situations occur, but will forgive this if there is transparency. Track and Trace systems can allow customers to monitor their orders while employees can quickly deal with any issues that may surface. It is one of the key steps that will keep your brand together and ensure that the winning identity remains.

Besides, the eCommerce industry moves far too quickly to fall into stagnation. When your operations are more dynamic, your ability to adapt should also improve.

From Fit to Footprint

The Final Word

Creating the brand identity isn’t just about choosing the right products and having the best brand graphics. To truly stamp your mark on the footwear industry, you must also consider your values, actions, and commitment to the consumer. When you satisfy customer demands, the results can be incredible.