There's a lot of creative brainstorming that must occur before any website redesign occurs. One of the first details you must think about is what sets your company apart from the pack. What are you doing as a business that is unique to just you?

Your unique offering as a food and beverage manufacturer may be:

• How you source the raw materials used to formulate your product
• Your company's commitment to using eco-friendly packaging
• The rareness of ingredients sourced and utilized to formulate your product
• How a portion of proceeds from consumers' purchases serve less privileged communities

Your branding efforts not only have to focus on showcasing your product but also on telling a story that humanizes your brand, explains the void it fills in the market and supports value statements. All of these, if framed correctly, should elicit action among your customers. The brand attributes that you choose to focus on will set a tone for the development of your site.

Once you're confident you've crafted a branding and pricing strategy that will sit well with consumers, and you're comfortable that your website's design aligns with it, it's finally time to start creating hype for your brand and your new offerings. You may find that setting a launch date and sharing news of it via the following mediums:

• Your website
• Through email marketing initiatives
• Social media
• By sending text alerts

Various software programs may allow you to reach new target customers or ones that can aid you in reaching existing ones that form part of your customer relation management (CRM) system. Many enterprise resource planning (ERP) programs that you may already use at your food and beverage company may be ideal for automating this process.

This same omnichannel marketing approach can be utilized for more than letting potential customers know about your company's launch or re-branding. You can share with them details about:

• Best selling or new products
• Sales
• Promotional codes or discounts

A recently published report shows that retail e-commerce sales will top $1 trillion this year, a 9.4% increase over last year’s online sales numbers.

While many of the strategies described above can certainly generate new or renewed interest in your brand and help you with customer retention, there are other strategies you can employ to grow your sales if you’re not already doing so. These approaches include:

• Upselling: Your e-commerce store should be built with a growth mindset. It should recommend similar products that customers typically buy along with the ones in their cart. You may want to offer free shipping or a complimentary gift if they reach certain purchasing thresholds.
• Out-of-stock alerts: You may want to have an area where customers can input their email addresses to be notified when a back-ordered item comes back in stock. This can also be a great opportunity to add them to your contact list.
• Abandoned cart follow-up: Many consumers set out to make a purchase, only to find themselves distracted before finalizing the transaction. You can automate the process of following up with clients to remind them of an incomplete purchase in instances like this.
• Personalizations: Any personalized correspondence, whether it's an email about an abandoned cart, a sale on items they've previously purchased, or a "we miss you" promo code, can help generate renewed interest in your food and beverage company's offering and convert sales

How Important Personalization Is in the Online Retail Space

Personalization is key to any brand story and elemental to your digital transformation.

A recent study by Twilio revealed that 44% of consumers are more apt to shop elsewhere if a retailer doesn't personalize their relationship with them. That same study revealed that 60% of consumers become repeat customers when they offer personalized sales or loyalty offers. One final revelation from that study is that at least one-third of consumers are willing to remain loyal to a higher-priced retailer in exchange for a more personalized shopping experience.

Many of the e-commerce, CRM, and other software programs food and beverage companies like yours already use can be integrated, enhanced, or customized to handle all the necessary functions you need to take back some of the time you currently spend logging on to different platforms to handle tasks manually. Our Dotlogics consultants can also aid you in identifying how to achieve maximum benefits from the platforms you may already be using.

Reach out to us to schedule a discovery call to discuss your branding and sales goals. We'll share with you how we aid you in achieving them.