Branding / Marketing Consistency
Using register55 the supplier is in control of the representation of their product in hundreds of online outlets, without the need to manually check how retailers represent the product in independent online stores.
register55 recognises brand consistency as an important consideration for suppliers entering the online market. However, there is also need to balance the user experience of visiting a retail store (remember, they don't visit a manufacturer branded store, but a retail branded store) with the requirements of brand experience.
Consider that register55 retail stores contains products from multiple suppliers and multiple brands, and no product or supplier takes precedence over another. As register55 uses a centralised database, allowing the supplier to maintain their product representation in a large network of online outlets.
Key points to consider for consistent branding
- register55 is a pivoting point for potentially hundreds of online stores using a centralised database which is populated by the supplier – the information and imagery on all register55 retail stores is consistent
- Each product page contains brand information and logo
- Suppliers are free to accept or ignore retailers' requests to sell their product
- Suppliers are welcome to provide their retailers with custom header images and encourage their retailers to use them (but, we don't endorse suppliers who force their retailers to use their headers)
- For future releases we are looking into featured brand pages, which could contain current marketing campaigns, news articles and other content to strengthen branding throughout the network. Any feedback is welcome and will be considered
How to approach branding in the register55 environment
- Ensure product descriptions contain accurate and well written content, aligned with your brand experience in advertising – it is recommended to engage a professional copywriter
- When running marketing campaigns, make sure you update product descriptions to reflect the marketing message
- Submit a high-resolution logo and description of all represented brands to the register55 account service department