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How to Build an Iconic Online Flagship Store

Sören Stamer, CEO

Sören Stamer

It turns out that brands are the big winners of the digital age. And iconic flagship stores are a big part of their success. This new type of online eCommerce website drives digital innovation and future growth for brands. And the good news is you don’t have to replace your eCommerce platform to do this.

Why is That?

Calista Hero Banner

Calista Hero Banner

Brands with foresight have already taken advantage of digital platforms to transform their shopping experience. They moved their products online, closer to their customers, built better, more exclusive online retail experiences, and created deeper relationships. As a result, those brands generate more attention and reach more customers through digital channels globally than ever before. They also invented beautiful mobile-optimized buying experiences that help convert more business.

There is an underlying trend behind the rising power of brands. The more connected our multi-channel world becomes through digital platforms, the more powerful brands will become. Powerful symbols - and brands are exactly that - spread faster and further than ever before. Successful, well-known brands capture the imagination of people all around the world at a speed that we haven’t seen before.

Store Design: Creativity vs. Standardization

To take advantage of this mega trend, leading brands implemented a new type of retail store: the online flagship store. This premium online store captures a brand's essence by seamlessly weaving together inspiring brand experiences with a user-friendly ability to interact and order at the touch of a finger. The new flagship store is iconic, experiential, and almost always the biggest “store” in the company's portfolio of shops.

The flagship model is a real challenge for established eCommerce platforms from IBM, SAP Hybris, or Salesforce. Their eCommerce features have been designed to standardize processes, improve efficiencies, and scale operations. In other words, they are very good at the transactional parts of the process, but not very good at the experiential parts that make iconic brand experiences, inspiration, and discovery possible.

Brands need to design unique and innovative online experiences that haven’t been seen before to excite shoppers. This is the opposite of standardization. Creating these state-of-the-art eCommerce sites is - and always will be - core to a brand’s success. Or put another way: the experience is the brand.

While established eCommerce platforms are outstanding at standardizing backend processes and driving efficiencies, the resulting online stores often fail to meet expectations. Rarely do they provide immersive, beautiful, and iconic experiences. The result is often a middle-of-the-road online store that functions but fails to inspire customers. Therefore, the site fails to differentiate the brand.

The time for having one brand site to inspire customers and another to sell products is running out. This fragmented approach has significant drawbacks that brands can't accept any more:

    A brand site that doesn’t convert
    An online shop that doesn’t inspire
    Losing visitors between the two sites
    Lower overall conversion
    Inconsistencies and poor SEO
    Slow to update and costly to maintain
    Customer experience is less engaging

Moving to a Best-of-Breed Approach

Online flagship stores are built to overcome and avoid the huge waste of money these limitations create. They integrate the brand site and online store into one seamless experience. They bring your potential customers to the right product pages and the right merchandise, making the eCommerce store experience more engaging than in-person shopping.

While all this sounds good, here comes the best part: Brands don’t need to replace their eCommerce platform to do this. Replacing an eCommerce platform is often cost-prohibitive and can take years.

Calista in Studio Screenshot

Calista in Studio Screenshot

Replacing a commerce platforms is often cost-prohibitive and can take years. Fortunately, there is a way for brands to protect their existing investment into a commerce platform. Instead of replacing their existing platform, brands can use a best-of-breed approach and add just the components that are missing: sophisticated content and experience management with a deep integration into the commerce platform. More best-of-breed components can be integrated in a headless way.

At CoreMedia, we’ve been working with leading brands and retailers like YOOX Net-A-Porter, Calvin Klein, Tommy Hilfiger, Luxottica, Walgreen Boots Alliance and Office Depot. In our experience, ONLINE FLAGSHIP STORES provide strategic advantages and will be the future for all successful brands.You can read about the strategic advantages of FLAGSHIP ONLINE STORES in a separate blog post here soon.

Stage 1: Fragmented: Multiple Channels

You’re a digital dinosaur!

You have a beautiful website, but with fragmented digital experiences, you run the risk of extinction.

It’s time to evolve.

Your audiences want a seamless experience, no matter what's happening behind the scenes. When your experience is different or difficult, it’s important to start with the basics, such as cultivating a holistic approach to online digital experiences. Realign your teams, platforms, processes, goals, and metrics around a comprehensive view of the online experience. Focus on the end-to-end customer journey cutting across channels, desktop and mobile.

separate channels animation circle t-rex dinosaur square
Stage 2: Integrated: Multiple channels

You’re a fish!

Signs of exciting life are starting to form. Your DX is responsive and adaptive but it’s not quite personalized yet.

Keep swimming!

The integration of your brand content across every touchpoint (website, online store, social media, emails, apps, point of sale) creates immersive experiences. These flagship sites combine content-rich brand experiences with immediate conversion capabilities. Business teams and marketing are closely aligned. However, while the digital experience is responsive and adaptive, it’s not yet personalized.

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Stage 3: Instant: Global expansion

You’re a crocodile!

You’re taking it global. Speed and scalability are key and just like a crocodile, you’re fast…but you’re clumsy.

Oh snap!

In this stage, the online digital experience becomes completely dynamic. You need content that is global, yet relevant, with plenty of local insights: Who is the user? Are they using a mobile phone? Is it raining where they are? Is it snowing? If it is, maybe they need warm, waterproof boots. All of this contextualized information creates a better user experience. With one global orchestration, you’re able to adapt everything, in whatever country or language you choose – while keeping turnaround times low. So keep evolving.

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Stage 4: Dynamic: Real time personalization

You’re a lion!

You’re reaching more customers in more countries and languages than ever before, and now you’re finally hunting and collecting info with precision.

But you can do more to keep your brand roaring!

As you graduate to the Instant level, you’re able to rapidly update everything - not just in one language and for one country, but in 20 languages and for 100 countries. Speed and scalability are key, driven by the need to roll out global campaigns in all languages and all touchpoints and make updates in minutes or hours, not weeks. But there’s still more to do to reach nirvana.

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Stage 5: Immersive: Elevated experiences

You’re Captain Content!

You’ve done it! You have opposable thumbs AND you’re saving the world with your seamless, elevated customer experiences.

You're a superhero in the digital space.

Your digital world and your physical world are blending together in the most complementary way possible. When shoppers visit your store, they’ll be greeted with their pre-selected products. Language changes dynamically depending on country of origin – it's like the whole store was set up just for your one specific customer.

In this final stage, your customer experience is truly immersive and superior, and your flagship store merges your physical and digital world into one, with a truly personalized individual experience.

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