The E-Commerce revolution brought on by companies like Amazon and Shopify, have disrupted the way consumers shop, putting many retailers out of business. Nevertheless, organizations with strong branding and unique immersive experiences are prevailing. Starbucks is a perfect example of this. Most of us can have coffee at home, or at the workplace, often for free. However, the experience of walking into a shop with intoxicatingly delicious coffee brewing aromas, free wi-fi, cozy furniture in every little nook, soft jazzy background music, and a space that inspires intellectual connection, thoughtful interaction and subtle sophistication, has made the company an absolute powerhouse. Starbucks storytelling brand and their immersive coffee shop interior designs, continues to make millions around the world overpay for essentially sugared water.
Just like Starbucks, there are other companies that are going strong and thriving despite the E-Commerce boom; Apple, Disney, Ikea, Best Buy, Target, among others. In order to remain competitive in the midst of this phenomenon, corporations have felt the pressure to evolve, to innovate, to re-invent themselves. Evidently, those who have a strong storytelling brand and an immersive shopping experience continue to do quite well, despite the ever-changing consumption shifts brought on by the internet.
(Above) Apple store at Aventura Mall in Florida, not showing any signs of slowing down.
E-commerce may provide convenience, but it eliminates the hands-on product exploration and emotional connection consumers develop with brands. Creating an emotional connection to a brand has proven to be highly associated to increased sales and consumer advocacy for a brand.
What are your thoughts? Can you think of any other companies that are doing well despite the E-Commerce (Amazon) revolution?
留言