Customer Happiness Circle 3: Brand belonging and your online store
Posted: Thu Feb 06, 2025 3:20 am
To the German article
Welcome to the Customer Happiness Circle – our blog series with Johannes Altmann! This episode is about the third element for long-term success in ecommerce: brand belonging. Here you'll learn how to make your online store your customer's favorite and thereby strengthen your customer loyalty.
In my previous posts for this Shopware Customer Happiness Circle series, I’ve been looking at the Customer Happiness Pyramid. At the bottom, underpinning the whole structure, we have Products + Price + Availability. The product the customer is looking for must be available in the store and priced at an acceptable level. In the next layer up, we have “cognitive ease”, which is the result of straightforward usability and the good user experience that customers are looking for. Today I want to look at what’s at the top of the pyramid in more detail – attractiveness!
Customer-Happiness_Pyramide_EN_700px
The Customer Happiness luxembourg telegram screening Pyramid by Shoplupe
We can determine the attractiveness of an online store by assessing whether it:
Feels welcoming
Has appeal
Offers an enjoyable experience
Looks good
Encourages brand affinity
All these criteria are totally subjective and therefore depend on the target group and the individual users. The users, however, are often unable to say why they choose one store over another, or where they feel they belong. The choice is based primarily on the result of good marketing, perfect customer communication, and meeting customer needs – plus, of course, the customer’s personal experience of the brand or store.
Welcome to the Customer Happiness Circle – our blog series with Johannes Altmann! This episode is about the third element for long-term success in ecommerce: brand belonging. Here you'll learn how to make your online store your customer's favorite and thereby strengthen your customer loyalty.
In my previous posts for this Shopware Customer Happiness Circle series, I’ve been looking at the Customer Happiness Pyramid. At the bottom, underpinning the whole structure, we have Products + Price + Availability. The product the customer is looking for must be available in the store and priced at an acceptable level. In the next layer up, we have “cognitive ease”, which is the result of straightforward usability and the good user experience that customers are looking for. Today I want to look at what’s at the top of the pyramid in more detail – attractiveness!
Customer-Happiness_Pyramide_EN_700px
The Customer Happiness luxembourg telegram screening Pyramid by Shoplupe
We can determine the attractiveness of an online store by assessing whether it:
Feels welcoming
Has appeal
Offers an enjoyable experience
Looks good
Encourages brand affinity
All these criteria are totally subjective and therefore depend on the target group and the individual users. The users, however, are often unable to say why they choose one store over another, or where they feel they belong. The choice is based primarily on the result of good marketing, perfect customer communication, and meeting customer needs – plus, of course, the customer’s personal experience of the brand or store.