Store Branding Techniques

New Feature - Boost both images and videos from Amazon Posts “Amazon Posts are one of the best-kept secrets” — Destaney Wishon. Why does she say this, and what does it mean for your brand? Posts are not new. They have been around for a few years. Posts are a free service provided by Amazon Ads where you can use a lifestyle or product image to highlight your product and share it through Amazon. In the past year, Amazon Ads expanded this capability for video posts, allowing brands to transfer valuable social content to Amazon and present it to potential shoppers for free. In early 2024, Amazon Ads started introducing the “boost” functionally. This feature allows you to take top-performing posts and convert them into Sponsored Brand and Sponsored Brand Video ads. Many brands have taken advantage of this feature and now see this as a two-step process. Step 1 - Find content performing well on social media and add it via Posts. Step 2: Take content that is performing well on Posts and boost it by converting the content into ads. First, let me make sure I am overtly clear. Amazon Posts are still free. Nothing has changed. Now that I have that out of the way let’s discuss these new capabilities and how advertisers use boosts to increase their brand content's reach and impressions. It’s important to note that boosting image and video Posts into Sponsored Brand campaigns requires no additional creative work in campaign management. The boost function now includes AI-powered image upscaling, which will help ensure their images meet the resolution requirements. Let’s look at some data: Posts that tag 3+ products see a 7.3% better engagement than Posts that tag only 1-2 products. So, make sure you tag 3+ products. Posts with captions of length at least 120 characters see 24.5% better engagement compared to Posts with fewer than 120 characters. This means that shoppers care what you type. Brands with 10+ live posts had 2.9X more Store visits and 4.1X more followers than brands with fewer than 10 live posts. Post more often if you want to increase your store traffic and followers. Brands promoting Posts saw a 16.3% increase in CTR compared to ASIN-only campaigns. I encourage you to test these for your posts to see how they do. And if you are still trying to figure out if you should prioritize video, remember that: Video campaigns saw, on average, a +19.9% higher New-to-Brand Purchase rate when compared to static image campaigns. A vertical video campaign (in 9:16 format) drove an average +8.9% higher Click-Through Rate (CTR) than a horizontal video campaign (in 16:9 format). All of this leads me to ask what you are waiting for. If you are not doing Posts, this is a chance to get free exposure for your brand. If you are doing Posts and see the value, then now is the time to test and learn with the boost feature.

So you’re a digital brand, what’s your physical touch point? Oh… you don’t have one? Listen to this (you might want to make a coffee first)👇🏼 Last year Snap Inc. launched Snapchat+ membership gift cards via Amazon. They saw memberships rise from 5 million in September to 7 million by end of December. That’s a 40% subscription increase in one quarter. I think all of our finance teams would agree that’s the greatest Christmas present of all. So this year Snapchat are doubling down. They’ve just introduced physical gift cards in retail stores marking a strategic move to blend digital experiences with tangible interactions. In an age where 82% of consumers say they feel more connected to brands that offer in-person experiences, digital brands are realising that physical touchpoints not only reinforce loyalty but can also bring a whole new depth to their offerings. Here’s why this approach matters—and how some of the most innovative digital brands are pulling it off ⬇️ 1️⃣ Meeting Customers Where They Are – IRL Digital-first brands are finding that physical experiences resonate in powerful ways. Look at Runna - a running training app that brought its brand to life with a pop-up at the New York Marathont this weekend, offering runners real-world support, community, and connection. These brands turn online experiences into memorable in-person touchpoints, meeting users in the moments where they’ll connect best. Smart! 2️⃣ Tangibility Boosts Brand Loyalty There’s something about holding a product that brings a brand closer to home. Bumble Inc. the networking and dating app, understood this when they launched Bumble Hives—real-life lounges where users could attend dating workshops and networking events. These moments make the app experience feel more personal, building stronger loyalty. 3️⃣ Targeting the Gift-Givers - NOT the receivers While Gen Z is immersed in digital ecosystems, physical products like Snapchat gift cards are designed for their parents and grandparents. These tangible items offer a straightforward way for older generations to gift experiences that align with Gen Z’s digital lifestyles, effectively bridging the generational gap. This is what makes this super smart. 4️⃣ Why It Matters Now – People Want Real-World Experiences Consumers are increasingly seeking real-life interactions with their favorite brands, especially digital-first brands, as 78% of people now say they want brands to connect with them in more experiential ways. Physical experiences, whether pop-ups, branded parties, or beautifully crafted stores, offer a chance for digital brands to deepen relationships, bring their values to life, and connect with audiences in memorable, tangible ways. — As marketers, it’s essential to recognise the value of this intersection - but only when it’s smart, not just for the sake of it. What are some of your favourite examples of digital meets physical? Who’s doing this REALLY well? 👇🏼👇🏼👇🏼

Everyone thought we were crazy because we spent ₹50 crore annually opening stores across 50 cities in just 3 years. Here's the research that changed my perspective: By 2028, 72% of shopping will still happen in physical stores. Not because people can't buy online. Because they want to see and feel what they're buying. When we were purely digital, customers loved our products. But they had questions that our analytics couldn't answer. They wanted to know:  → Does this actually feel as good as it looks?  → Will this work for my back pain?  → How does grid technology really work? Those conversations became gold for us. Physical stores aren't just sales channels anymore. They're shoppable billboards that build trust faster than any ad campaign. Look at what the best brands are doing: 📌 Apple designed stores as experience hubs. People don't just buy, they explore and connect. Today, they have a total of 536 stores globally. 📌 Just 2 weeks back at the iPhone 17 launch, 400-500 people queued up outside their Mumbai store. In Delhi, the crowd was 600 strong by 8 am. That's why we applied the same pattern in our experience stores. 📍We started with 1 store in 2022, currently we're at 170+ stores. 📍Our in-store customers converted faster. Acquisition costs dropped. More than 80% of our revenue comes from our experience stores. 📍By having physical stores, our brand trust grew stronger with customers than any metric could measure. The future of retail isn't choosing between online and offline. It's understanding where each channel adds value and making them work together. What's one product you'd never buy without experiencing it first?

The Brutal Truth About Consumer Trust in Home Care Why do some brands inspire trust effortlessly while others struggle to convince consumers? Home care isn’t like beauty or food, where customers instinctively check labels. For decades, legacy brands have relied on familiarity over transparency—building trust through big advertising spends rather than real ingredient disclosures. But that’s changing. Consumer trust is now shifting toward brands that disclose, educate, and take a stand. 1️⃣ The Parle-G Effect: Legacy Trust vs. New-Age Transparency For years, people have trusted brands like Surf Excel, Vim, and Harpic—not because they knew what was inside, but because they were always there on shelves and TV screens. This is the "Parle-G effect"—familiarity breeds trust. But today, trust is no longer inherited; it’s earned. The rise of brands like Kapiva (Ayurveda transparency), The Whole Truth (ingredient honesty) shows how modern brands build trust differently—by being upfront about what’s inside. 2️⃣ The Johnson & Johnson Shock: When Legacy Trust Breaks For decades, J&J was the gold standard for baby care. But lawsuits over talcum powder contamination with asbestos shattered consumer confidence worldwide. Even in India, brands like Mother Sparsh surged because young parents started reading labels—they no longer assumed safety just because a product was from a heritage brand. 3️⃣ The Patanjali vs. FSSAI Scandal: Why Trust Must Be Backed by Proof Consumers initially believed in Patanjali’s “natural” positioning. But repeated quality violations (like the recent FSSAI crackdown on misleading claims) eroded trust. The lesson? Trust cannot be built on slogans alone. If a brand claims toxin-free, natural, or safe—it must prove it consistently. 4️⃣ The Decathlon & Ikea Strategy: Trust Through Radical Transparency Decathlon shares detailed product breakdowns—how much polyester is used, where a product is made, and even the carbon footprint. Customers trust them because they don’t have to “guess” what they’re buying. Ikea lists every material, every environmental impact, and even assembly instructions upfront. No surprises. Just facts. In home care, Koparo is taking the same approach—putting ingredients front and center. Not just saying "toxin-free," but explaining why certain ingredients matter for better or worse (like the bioaccumulation of harmful chemicals in traditional cleaners). So What’s Next for Consumer Trust in Home Care? ✅ Brands that educate will win over brands that advertise. ✅ Ingredient transparency will become a non-negotiable (just like food labels). ✅ Consumers will demand not just safe products—but proof of safety. At Koparo, we’re all in on radical transparency. No vague claims. No marketing gimmicks. Just home care that’s safe, effective, and backed by science. The real question is—do you know what’s inside your cleaning products? #ToxinFree #Koparo #HomeCareRevolution 🚀

What if a single space could reflect every season? 🍃 Not just visually but emotionally, communally, ecologically? That was the question I kept returning to during a recent design competition. 📍The site was a neglected stretch along London’s Limehouse Cut Canal. And the brief was to reconnect it with its history, its ecology, and, most importantly, its people. Instead of designing a static public space, I asked: how can this place breathe with the city? So I proposed a space that changes with the seasons. 👉 In spring, we start with healing. Bio-mat planting workshops would invite volunteers to prepare floating mats that clean the water, support aquatic life, and attract pollinators. It's community care, disguised as planting fun. 👉 In summer, we turn up the energy. The canal becomes a hub for small-scale kayaking, paddleboarding, and rowing events - woven into local festivals. 👉 In autumn, we invite people to linger. The “Canal Glow Festival” brings warmth and light with a dynamic, sustainable installation that responds to the night. It’s immersive, informative, and joyful - showcasing stories of ecology, history, and community. For me, this wasn’t about ticking seasonal boxes. It was about designing a space that people feel connected to, all year round. P.S.: How can we make public spaces feel more alive, all year long? 👇 ___ 👋 Hey, I’m Vishakha Tiwari, an urban designer, a visual communication designer and the founder of Form Follows People. If you liked reading this post, make sure to follow me and share your thoughts in the comments below! 💬✨

𝗣𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹 𝗯𝗲𝗮𝘂𝘁𝘆 𝗯𝗿𝗮𝗻𝗱𝘀 𝗮𝗿𝗲 𝘄𝗶𝗻𝗻𝗶𝗻𝗴 𝗼𝗻 𝗔𝗺𝗮𝘇𝗼𝗻—𝗯𝘂𝘁 𝘁𝗵𝗲 𝗽𝗹𝗮𝘆𝗯𝗼𝗼𝗸 𝗶𝘀 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁. BeautyMatter recently published a great piece on pro brands making waves on Amazon US.  Having worked on the Amazon strategy for L'Oréal Professionnel Paris, I’ve seen firsthand how salon-rooted brands can win in an algorithm-led world. Traditionally, professional beauty relied on the credibility of hairstylists and in-salon education. Post-COVID, that dynamic changed. 𝗧𝗼𝗱𝗮𝘆, 𝗶𝗳 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱 𝗶𝘀𝗻’𝘁 𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝗮𝗯𝗹𝗲 𝗮𝗻𝗱 𝘀𝗵𝗼𝗽𝗽𝗮𝗯𝗹𝗲 𝗼𝗻𝗹𝗶𝗻𝗲—𝗶𝘁’𝘀 𝗶𝗻𝘃𝗶𝘀𝗶𝗯𝗹𝗲. But unlike mass beauty, pro brands can’t win on discounts. Premium equity takes years to build—and seconds to erode. For new or emerging pro beauty brands launching on Amazon (whether in the US, India, or Canada), here are some strategies that actually work: 𝟭. 𝗦𝘁𝗮𝗿𝘁 𝘀𝗺𝗮𝗹𝗹 𝗮𝗻𝗱 𝘀𝗵𝗮𝗿𝗽 Don’t list your entire catalogue upfront. Lead with your 𝗵𝗲𝗿𝗼 𝗽𝗿𝗼𝗱𝘂𝗰𝘁—the one that solves a clear problem or delivers a signature result. Build momentum before expanding. 𝟮. 𝗞𝗻𝗼𝘄 𝘁𝗵𝗲 𝘀𝗲𝗮𝗿𝗰𝗵 𝗶𝗻𝘁𝗲𝗻𝘁, 𝗽𝗹𝗮𝘆 𝘁𝗼 𝘄𝗶𝗻 Don’t just bid on your brand terms. Research high-volume category keywords, then layer bids based on 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 + 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗽𝗼𝘁𝗲𝗻𝘁𝗶𝗮𝗹. You don’t need to win every search—just the right ones. 𝟯. 𝗕𝘂𝗶𝗹𝗱 𝗔+ 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 𝘁𝗵𝗮𝘁 𝗲𝗱𝘂𝗰𝗮𝘁𝗲𝘀 𝗮𝗻𝗱 𝗰𝗼𝗻𝘃𝗲𝗿𝘁𝘀 Use visuals and copy to replicate what a stylist would explain in person. Ingredients, usage, results—make it shoppable and engaging. 𝟰. 𝗦𝗲𝗲𝗱 𝗿𝗲𝘃𝗶𝗲𝘄𝘀 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰𝗮𝗹𝗹𝘆 The first 6–8 weeks post-launch are gold. Add a thank-you card with a QR code on the packaging. Highlight review requests on PDPs. Even small efforts here snowball into trust and visibility. 𝟱. 𝗕𝗿𝗶𝗻𝗴 𝘁𝗵𝗲 𝘀𝗮𝗹𝗼𝗻 𝗼𝗻𝗹𝗶𝗻𝗲 Feature real hairstylists. Their testimonials, videos, and images add authority and emotion—two things that convert far better than plain claims. Whether you're launching in Canada or scaling globally, the fundamentals don’t change. Amazon is algorithmic, but marketing is still emotional. What’s one thing that worked for your brand on Amazon, big or small? Drop a comment. Chart via BeautyMatter x Market Defense #ProfessionalBeauty #AmazonStrategy #Ecommerce #BeautyIndustry 

20 years ago, transparency was seen as a risk. Today, it's become the strongest currency in building customer trust. Take ANITA DONGRE's brand- Grassroots. By being completely transparent about their: > Organic fabric sourcing > Fair wage practices > Sustainable production methods  They've built unprecedented customer loyalty. 65% of shoppers now switch brands based on supply chain transparency (FMI- The Food Industry Association Report, 2024) Transparency has become a cornerstone for fostering customer loyalty, and brands like Anita Dongre’s Grassroots are setting a powerful example. By openly sharing their methods and practices, they build trust with consumers who prioritize honesty and ethical sourcing. Today's customers invest in values, caring about product origins, makers, environmental impact, and fair labor. But here's what most brands miss: transparency isn't just about sharing information—it's about building trust. With over 20+ years in retailing across India, Pakistan, and Bangladesh, I’ve learned that: > Being transparent about challenges, processes, and mistakes turns customers into trusted partners who understand our value and commitment. > The future belongs to brands brave enough to open their books and share their stories. Because in today's connected world, the most valuable thing we can offer isn't just quality products—it's authentic transparency. What transparency practices would you like to see more brands adopt? #RetailStrategy #CustomerTrust

Are you an E-commerce Director of a premium brand struggling to compete against cheaper brands on Amazon? Luxury and premium brands often face a unique challenge on Amazon: leveraging the vast reach without compromising their premium identity. While premium brands had previously been cautious about embracing mass-market platforms like Amazon, concerned about diluting their exclusivity and luxury feel, the reality of modern e-commerce is that Amazon is no longer a “potential addition” to an e-commerce strategy, it is an essential. So, how can these brands thrive on Amazon without losing their exclusivity? ✨ Crafting tailored ad creatives: Using high-quality visuals, storytelling, and premium messaging to communicate exclusivity. 🎯 Targeting the right shoppers: Tailoring ad strategy to focus on luxury-specific keywords, retargeting campaigns and top-tier placements, attracting and retaining high-net-worth customers. 💎 Balancing visibility with exclusivity: Promoting limited-edition product launches, curated storefronts, and maintaining premium pricing strategies. While challenging, it’s not impossible to maintain a premium feel and also do well in the space. The proof is there and these brands do exactly that: L’OCCITANE Group: Balances visibility with luxury appeal using eco-luxury narratives and top-tier packaging. L’Occitane showcases its Provençal heritage in all aspects and its top quality product ingredients as some of its key USPs. @Hendricks Leverages whimsical storytelling and distinctive, exclusive branding in product descriptions and ads to stand out in the spirits category. Their video advertising campaigns are high-production, tv quality and provide the consumer with an immersive experience. Erborian: Effectively uses targeted ad campaigns and educational content to highlight its hybrid skincare solutions. Erborian’s brand store is dynamic with built in videos that are high production quality and have a clean aesthetic, vs lower priced competitors like L'Oreal who’s brand store is busy and noisier.    Hotel Chocolat: Captures attention with premium imagery and strategic seasonal promotions that emphasise gifting and exclusivity. Whether you’re a premium brand already competing on or looking to expand into Amazon, this is your guide to success while staying true to your brand’s essence. Read more in the link below or check out our more detailed blog on our website!

Walking into a beauty store today is closer to entering a curated world than stepping into a point of sale. The space is designed to slow you down, invite exploration and spark emotion before a single product is touched. Experiential retail in beauty is about how a brand is lived, not just how it is displayed. Every element, from the rhythm of the space to the way products are revealed, is intentional. Instead of guiding consumers directly to a shelf, the environment encourages wandering, discovery and moments of pause. >>The store becomes a place where curiosity leads the journey.<< Beauty retail thrives when it appeals to the senses in subtle, intelligent ways. The temperature of materials, the softness of a tester, the way light enhances skin tones or highlights textures. These details don’t shout; they whisper. And that quiet sophistication is what builds trust. Consumers feel comfortable taking their time, trying, learning and engaging at their own pace. In this context, the physical space acts as a translator. It transforms abstract brand values into something tangible. Minimalism becomes calm. Innovation becomes interaction. Care becomes ritual. The layout doesn’t just organize products; it shapes behavior and emotion. Technology, when used well, blends seamlessly into the experience. It supports personalization and guidance without becoming the focus. The human element remains central, with tools enhancing dialogue rather than replacing it. The most successful spaces feel intuitive, not instructional. What truly differentiates experiential retail is its ability to create lasting impressions. Products can be forgotten, but feelings are stored in memory. When a consumer associates a brand with a pleasant, inspiring or reassuring moment, that emotion travels with them beyond the store and into daily use. Beauty retail, at its best, is not about urgency or pressure. It’s about presence. About giving consumers a reason to stay, to explore, and to return. In an era where convenience is everywhere, experience is what gives physical spaces their meaning. Featured brands: Yves Saint Laurent Dewy ball Miin Clinique Guisou #RetailAsExperience #ExperientialDesign #BeautySpaces #BrandJourney

Imagine never losing your branded search placement again. Amazon just made that possible... for a price. Amazon's new feature could reshape branded search strategy completely. Instead of bidding in real-time auctions, brands can now pre-purchase top-of-search placements for branded terms, at a fixed cost. No more wondering if you’ll show up when someone searches your brand. Now you own the space. Here's how we tested it: - Pulled branded keyword spend from October - Looked at Sponsored Brand impression share (let's say 90%) - Estimated what it would cost to hit 100% - Compared that with Amazon's Reserved Share of Voice proposal The fixed rate Amazon offered was about the same as what the brand was already spending for 90% coverage. This won’t be a fit for every brand, and could even be more expensive, but if you're constantly defending your brand terms or losing branded share of voice, it may be worth exploring. To test it: - Run branded campaigns - Check your branded impression share and costs over 1-3 months - Compare the reserve pricing with your actual branded spend Is this the future of branded defense?