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Intertwining your offline and online brand

We see that private labels are evolving into challenger or powerhouse brands, which calls for a clear positioning. However, the lines between offline and online cease to exist. As a brand it is key to bridge the gap and make sure the brand identity is consistent, connected and integrated across the board. Because your online (lack of) presence will affect your in offline, in store conversion.

Most people now will do some online digging before physically interacting with a brand. The buyer journey is becoming more diverse and the seed is planted in many places and touchpoints. Brands should use their online presence to prepare potential clients for either online or offline purchasing.

Consumers expect digital touchpoints

Research has shown consumers actually expect better digital access and have high expectations for a seamless touchpoint journey in retail. They want to navigate between channels: a shopping experience that can start and finish from everywhere. According to McKinsey, only 7% of retailers currently deliver a perfectly intertwined approach.

Digital first mindset

Which means there is still huge potential for retailers ripe for the picking. Shoppers frequently use their mobiles to start their buyer journey, comparing product prices and checking reviews and ratings. They use and interact with multiple touchpoints in all forms and places. Those that did? They spent more time (+4%) on shopping in store and 10% longer online than single channel consumers. The ones willing to put in the work, doing online research, spend 13% more in store. And to top off the numbers: multiple touchpoints customers are more likely to become repeat shoppers (+23%).

Prepare and convince consumers to purchase

It’s clear. Bringing your offline brand into the online world can deepen your customer relationship and boost offline engagement. It turns brands into thought leaders with informative, inspirational or engaging content. It’s always there to be consumed. Online content that leave small traces, but will help prepare and convince consumers to purchase your brand the next time they visit your chain. Here are some concrete ideas to motivate people that engage online with your brand to move on to a physical engagement:


Use your social media channels and website to advert special promotions or events. Offer online-exclusive discounts that can be redeemed in-store.


Apply geo-targeting in your advertising to increase traffic to specific stores. When done right, it’s not seen as intrusive, but rather as a welcome reminder.

Physical to online

Implement QR codes into your product packaging or incorporate them on physical advertising assets. These link to either inspirational or informative content, or additional online offers.

Across every action you take, the most important thing is that your brand identity remains consistent: convey a consistent story and see to it your brand proposition is clear on every online and offline channel. A consistent brand image will help build credibility and reliability, foster an emotional connection and give your brand a competitive boost over the long term.


Just be sure that consistency does not become rigidity. Our digitized landscape continues to evolve rapidly. Keep monitoring your online brand presence and adjust your integrated brand strategy regularly. And keep testing! What do consumers like or dislike? There is feedback to be found in online traffic, reviews and ratings. Keep tweaking and build a multichannel brand presence that leaves a lasting mark.