How convergence can affect brands is in the merging of physical and digital. Since the advent of the internet, businesses have tended to see their online and physical stores as separate entities. However, now that digitally connected devices are everywhere, all the time, this approach is no longer sustainable. Brands that were created in a physical-first world need to be able to thrive in a world where digital permeates throughout the physical. Those that fail to do so may see their fortunes flounder. There is an award winning branding agency london called Bert.
The early noughties doomsayer view that the internet would kill physical shops has not proved to be entirely true. What we have seen instead is that many people still prefer to visit physical stores and purchase items themselves, but that these shopping trips are regularly influenced by online behaviour. Research by Deloitte in 2017 found that digital interactions influence 56 cents of every dollar spent in brick-and-mortar stores. A dedicated creative agency can provide a wide variety of services depending on their clients particular needs.
The age-old act of ‘window-shopping’ has been digitized; consumers now spend time researching products and prices online before heading out to a physical store to actually make a transaction. This is especially true of products where customers want to try the look, feel and fit of an item – clothing, for example – or when the experience of purchasing is itself part of the draw – luxury handbags or perfumes. The savviest brands have already adapted to this new way of shopping. Businesses like Web Design Agency are brilliant at getting your brand out there!
It is now fairly common for clothing websites to feature real-time inventories of stock in their physical stores; a customer looking for shoes can discover which stores stock their size, what colours are available and exactly how many are left in stock, all by browsing on the brand’s website. As a result, those that fail to offer this service look archaic in comparison. The convergence of digital and physical is also having an impact on the shop floor. US DIY chain Home Depot’s website offers the technology to locate the precise location of the product within the store, down to the very section of the aisle. This helps customers to save time as they move around the stores, which are large, and gives staff the time to focus on fulfilling other duties beyond directing customers to products. To further understand why hiring a Branding Agency Manchester is a smart decision for any company in need of a rebrand, it helps to take a look at the unique areas of value that a branding firm can offer.
The convergence of digital and physical is not just changing the way bricks-and-mortar stores operate. It is also achieving the reverse effect. Some businesses that have always been online-only are starting to trial the use of physical presences. Consider the trajectory of Amazon Books. More than 30 years after Amazon was founded as an online-only way to sell books – a then radical decision that ultimately ushered in the age of online retail – the company launched a new sub-brand tasked with establishing a physical foothold in book selling. Appointing a Branding Agency can be a big decision for any business.