How to strengthen eCommerce brand

Strengthen your brand identity to improve customer retention

21st April 2022, 10:10am in Business by Amy Newham

The importance of brand identity and visibility cannot be overstated enough. Your brand directly affects every aspect of your buyer's perception of the company from visual identity, packaging, and pricing. Not only does brand identity build loyalty and trust, but it demonstrates to your customers that you share the same values, influencing their decision to choose you over the competition. This may seem overwhelming, especially if you've only just started your business.

Luckily, this article can help provide some clarity on how you can build a strong brand reputation and how using Interparcel can help build your brand through our free shipping tools and selection of reputable and affordable shipping services.

Create a strong brand identity post-purchase

It might go without saying but a business needs a clear branding strategy. A recent study predicts that 80% of a company's future revenue will come from 20% of its existing customers' which really highlights the importance of brand presence in customer retention. Building customer loyalty for your brand is no dark art, and can be straightforward with the right tools.

A consistent logo, colour palette and typeface should be used across all marketing materials and delivery so your customers will build an association with your business.

Our free Branded Tracking allows your online business to provide a consistent customer experience from sale to delivery, keeping your brand in the spotlight and informing your buyers of the whereabouts of their goods post-purchase. You wouldn't exclude branding from your website, so why have unbranded tracking? You can create a tailored tracking page with a free subdomain unique to your brand, upload your logo, customise the colours, and add a promotional banner to encourage repeat purchases.

We have created a step-by-step video on setting up Branded Tracking in minutes. Check the video out below:

Build a good reputation through reliable shipping options

A good reputation is vital for any business and it takes years of hard work to build a good rapport with customers. Buyers are more likely to stick around if they have had a good experience with you, whether this is through fast delivery, an exciting unboxing experience or excellent customer service.

Delivery is essential for building a good brand reputation, especially for eCommerce businesses. A slow delivery or unreliable experience could cost you a repeat customer in a crowded market, so you don't want to be relying on just one carrier, which could affect your supply chain. As a booking and comparison website, we diversify our shipping services and partner with multiple suppliers so you can choose from a range of delivery couriers and services like Next Day or Same Day to put yourself ahead of the competition and encourage positive reviews.

A great benefit of booking through Interparcel is that our long-standing relationship with the courier companies means we can negotiate better shipping prices. Our strong buying power gives us huge discounts on tariff prices, so you can benefit from cheaper shipping costs.

Easily contactable customer support

Alongside reliable shipping, providing friendly and reachable customer support strengthens your brand reputation and consumer trust. Most customers tend to reach out via social media platforms, so ensure you are active on these channels and you respond promptly. Our award-nominated customer service team are easily reachable via telephone, live chat or email whenever someone needs our help or support on their booking. We also work proactively in the background to keep our website up to date with all the news or delays, turning services off when they are under pressure, so you can rest assured that when you book through Interparcel, you have someone to rely on.

Take notice of your product packaging

Shredded cardboard product packaging

There's no shortage of worthy causes or charities your brand can get behind that align with your company's values. Sustainability is particularly relevant if you're an online business because your packaging reflects your brand image. There are different ways you can package your parcels that are more eco-friendly. For example, you can use biodegradable materials like hex wrap or shredded cardboard for internal cushioning materials.

Remember, your product packaging is also a great place to brand with your logo and colours as it let's the receiver know who the parcel is from when it arrives. For example, you could have your logo sprayed or stamped on the boxes and even include a friendly note recommending them on complementary products or future releases.

Our Smart Boxing is another handy account feature. When enabled, it will automatically package your imported Shipping Manager shipments into as few boxes as possible to help you use less packaging and save you money on your shipping. It's a win-win!

Strengthen your brand image with an Interparcel account

When you create a free Interparcel account, you have access to a range of shipping solutions to simplify your parcel delivery and strengthen your brand image. With an Interparcel account, you have access to some great features:


Interparcel helps businesses improve their customer journey, brand visibility and retention rates by offering all businesses, big or small, free shipping tools and access to industry-leading, reliable couriers at the cheapest prices. We offer a wide range of courier services and some of the best prices around. Get a quote for your parcel delivery today!

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