As you discovered in our previous OmniDisruptors article, we’re more connected than ever before (and in more ways than one). With so many channels and platforms, it isn’t enough for brands to simply sell their products; they must create immersive, consistent brand universes that captivate consumers at every touchpoint. This strategy, explored in depth in our latest report, ‘OmniDisrupto rs: Lessons from the Brands Redefining Retail in the Omnichannel Era’, highlights how these trailblazing brands are setting new standards by building powerful brand experiences that resonate across all channels. But how exactly do you build a brand universe - and ensure that it’s out of this world?
Global growth for brands: Knowing when to expand
One of the key insights from our report is the importance of timing when it comes to global expansion. OmniDisruptors are adept at recognizing when the time is right to take their brand outside their home territory. No, we’re not talking about the moon (just yet, anyway), but the differing regions. The report reveals that when a significant amount of cross-border shipments begin to flow to specific regions, it’s often an indicator that it’s time to consider localizing stock. This strategic move not only optimizes logistics, but also enhances the customer experience by reducing delivery times and improving service reliability.
Locating stock within the region allows brands to better serve their international customers, ensuring that they can meet demand without the delays and costs associated with long-distance shipping. It’s a strategic decision that requires careful planning, but for those ready to make the leap, the rewards can be substantial. Our report details how brands (and our very own clients!), like Castore and Ed Hardy, successfully navigated this transition, leveraging local stock locations to fuel their global growth.
Multichannel maestros: Extending the immersive experience
OmniDisruptors understand that creating a cohesive brand experience isn’t just about what happens in-store or online - it’s about ensuring that every single customer interaction, from the first click to the final unboxing, reflects the brand’s core values and aesthetic. These brands are masters at bridging the gap between online and offline experiences, ensuring that the immersive quality of their brand extends seamlessly across all platforms.
One crucial element of this is the unboxing experience. No, we’re not back in the 2010s, when YouTubers unboxed everything from their McDonald’s mukbang meals to their Christmas present haul. But we are in an age where customers increasingly share their purchases on social media, without payment or incentive from the brand, and the moment a product is unboxed is a powerful marketing opportunity. OmniDisruptors ensure that the packaging, the presentation, and even the accompanying digital elements, like QR codes or augmented reality experiences, are on-brand and engaging.
But why all the effort? These brands recognize that the customer experience doesn’t end at checkout. Delivery should be an extension of the brand’s promise. This is where services like Delivery Assured come into play, offering premium delivery experiences that allow consumers to manage their deliveries and any issues that arise, ensuring that the brand experience is consistent all the way through to the final moment of product arrival. It’s simple, seamless, and simply sensational.
When the planets align: Choosing the right channels at the right time
Another critical factor in building a successful brand universe is knowing which channels to utilize and when. OmniDisruptors are exceptionally agile, with the ability to integrate new channels quickly and effectively. Whether it’s expanding into new marketplaces like Amazon or launching a direct-to-consumer platform in a new region, these brands are equipped with the right operational processes and documentation to meet the demands of each platform.
A crucial component of this agility is having a 3PL partner that can quickly adapt to changing needs. When a new channel shows potential, the ability to turn it on quickly - and with all the necessary integrations in place - can make a significant difference in capitalizing on emerging opportunities. Our report details how brands have leveraged these capabilities to maximize their reach and efficiency, ensuring that they’re always positioned to meet consumer demand wherever it arises. Simply out of this world.
It’s written in the stars: Thriving through strategic brand building
The OmniDisruptors featured in our report exemplify the power of strategic brand building in the omnichannel era. By knowing when to expand, mastering the multichannel experience, and choosing the right channels at the right time, these brands have created universes that not only attract, but also deeply engage consumers.
For brands looking to follow in their footsteps, the key lies in understanding these principles and applying them to their unique contexts. As the retail landscape continues to evolve, those who can adapt and innovate will be the ones who not only survive, but thrive. And thriving is what we do best!
By Alice Davies