Shop cohesion is the total online visual merchandising that you do for your storefront. Now when you present your storefront online, the visitors to your shop involuntarily develop an impression. They evaluate your site from various perspectives. Customers always look for stuff that stays close to their identity. By creating a cohesive space, you not only prompt your customers to buy, but also inspire them to follow you and talk about you.

1. Shop Cohesion: How to Transform Visitors into Customers
Your online storefront is your most important piece of brand identity and the most powerful
means of brand promotion. The catch is to strike a personal chord with the visitors to your
storefront so that they leave your store as paying customers! Today, our online storefronts are
tasked with the challenge to create an in-store experience that suits the brand and flawlessly
display the collection thereby reinforcing the emotional connection with the brand’s customers.
But if you haven’t found ways to do this yet, building shop cohesion will help your business in
more ways than you imagine.
Shop cohesion is the total online visual merchandising that you do for your storefront. Now
when you present your storefront online, the visitors to your shop involuntarily develop an
impression. They evaluate your site from various perspectives. Customers always look for stuff
that stays close to their identity. By creating a cohesive space, you not only prompt your
customers to buy, but also inspire them to follow you and talk about you. Let us discuss a few
tips to work your way to creating a cohesive storefront.
Synchronizing style
Customers always go for a product that goes well with their identity and style. When you have
products featured in various platforms, it’s natural for customers to follow one of your product
images that they liked and land on your storefront. When your brand makes a style statement
that is mirrored in each of your products, customers who come to your storefront will be
curious to browse for more products. If the style statement as conveyed by your products is not
cohesive and not customized for your typical audience, it might turn them off. Always
remember to maintain a personal style code for your products without leaving it for
experimentation.
Identifying your style and your customer

2. You would have done your research on the qualities that differentiate your brand from the
others. Now it is time to think about various attributes that holistically describe your brand’s
style quotient. You could do it by writing down the keywords that define the style. Let us say
you are selling apparels. You can describe the products from scarves to skirts with words like
graceful, ladylike, polished, hip etc. Match them up and analyze whether they go with each
other. If they don’t compliment a single style statement, your products are likely to lack
cohesion. While forming your style statement, think of your customer as well. Do not target
your products at everybody because you will ultimately end up reaching nobody. While styling
your products, think from your customers’ point of view. Does your product evoke the feeling
that it is tailor-made for you? If not, think of making some alterations. Look for product images
in Pinterest and Instagram that your target audience usually likes. This will help you get a
clearer perspective about the styles you could adopt.
Crafting a balanced product description
While many of us think that product descriptions do not make a big impact on customers, it
works on the contrary. An effective but simple product description that clearly describes your
offerings often delivers an intended sense of style to your customers. Do not make big claims
about your product or use flowery language. You can create an interest in the customer by
subtly pointing out the features of the product that compliments his/her personality.
Showcasing your products
People are coming to your site. They like your images. You are doing a good job. But are you
doing good enough to trigger that inner desire in your customer to buy your product without a
second thought? Showcase your products artistically so that your products cast a spell on your
store visitor. Group, de group and characterize your products to make sense of your style
statement.
Is your shop looking more cohesive now?
SSHHH…Stay Tuned for new store templates launching that will be launching soon. Open your
store on meylah today.
Related articles:
How to display and present your products effectively
Display your Meylah store items in a new way
Creating a brand identity for the creative business
Image source: http://locayta.files.wordpress.com/2012/12/product-sequencing.jpg