 "Merging Online & In-Store Experiences")
Merging online & in-store experiences.
A crucial aspect of creating a strong brand presence is not only linking both in-person and virtual interactions with the brand but also doing so in a cohesive way. One of our recent projects for WatchHouse, purveyors of modern coffee, exemplifies this with its strong focus on brand connection with customers and turning casual visitors into loyal fans. Another blubolt client, the premium fashion brand RIXO, also leads in this area, so let’s explore further!
The power of try-before-you-buy.
Showing the presence of flagship stores on your eCommerce site can prompt potential customers to explore a brand firsthand in a relatively low-commitment way. In addition, brick-and-mortar stores act as a trust signal for new customers as they establish a credible and existing market presence in the real world.
For WatchHouse, new customers can stop by, sample the coffee, and soak in the atmosphere without feeling pressured to make a larger purchase. This "trial without risk" approach is especially powerful in industries like coffee or food and drink, where the sensory experience—taste, smell, and atmosphere—play a major role in purchase decisions. Once someone experiences a product and feels a personal connection to it, they’re much more likely to buy again. Building on that, the more a customer enjoys their in-store experience, the more likely they are also to purchase online.
WatchHouse knows this well. When a customer enjoys a specific coffee roast or blend from one of its coffee houses, the experience can become part of their daily routine—on their way to work, during their lunch break, or connecting with friends. Once they’ve developed a taste for a specific product, there’s a higher chance they’ll continue buying that WatchHouse roast online or even set up a subscription to ensure they never run out, so the eCommerce experience needs to be ready to capitalise on this. For example, in our project with WatchHouse, we created sleek locations pages to highlight opportunities for in-person brand experiences (more on that further down!) and a subscription service to generate recurring purchases online.
Promoting store locations as a gateway to online purchases.
WatchHouse has prioritised expanding its network of coffee houses both in London and globally. By doing so, they not only increase the chances of in-person visits but also create a gateway for potential customers to discover the brand for the first time.
Unlike many brands, WatchHouse’s rapid expansion hasn’t come at the cost of the brand’s individuality in terms of store design in person and online. A quick browse of the locations page shows each coffee house has a contemporary yet unique interior design style while still preserving the architecture (no cookie-cutter designs!). The locations page itself also reflects this sense of individuality and includes an interactive locations map. This tool allows users to easily find nearby stores and click on individual locations for detailed information, like opening hours or available products. It makes it easy for customers to find stores that align with their preferences, whether they’re looking for a quiet spot to work or a particular coffee blend that’s only offered at select locations.
Premium womenswear brand RIXO has taken this approach a step further by incorporating location-based personalisation on its website. It shows users the nearest store based on IP address, creating a personalised experience from the moment someone visits their website. This functionality was built in as part of the brand’s redesign project with blubolt, so if the user's IP address was within a certain range of a specific store, it would display the user's nearest location to visit. If the IP address were out of a certain range, it would default back to the flagship store.
Personal connection: why the in-store experience is so important.
As mentioned previously, in-store experiences are super important for customers to make personal connections with the brand. Brands like RIXO elevate the in-store experience even further. New customers can go into the store and feel inspired, as well as try to interact with the products up close to see the quality and prints before making a purchase. Existing customers, as well as new customers, can also experience a more personal level of engagement with the brand by booking personal styling sessions in-store as well as certain events. All of this can massively impact the customer’s perception of the brand as well as inform their purchase decision and decisions in the future.
Need help merging your online & in-store experiences?
We’re blubolt, the digital commerce specialist helping ambitious Centra and Shopify Plus brands extract maximum value from their digital marketing investment. Explore our expert Shopify services and browse our work for ecommerce inspiration. Our clients include top brands like RIXO, Never Fully Dressed, Green People, WatchHouse Coffee, Abbott Lyon and Teapigs. Get in touch to discuss your requirements. We would love to help!
