Storytelling in e-commerce

Customers can post their Burton moments on the Burton website and an experiment was carried out in the USA to find out what effect stories have on e-commerce. Items were purchased for one US dollar at a flea market and then auctioned on the internet - decorated with fictitious stories. The result: an average price increase of 2,700 percent. Author Deb Olin Unferth, for example, invented a story about a banal plastic flute: a small African country, an ambassador, a prince who rode through the country for two days just to hand over the flute. The flute was sold for 60 dollars, a principle that can also be applied to online stores. Two case studies:Summit conquerors and their tripsAt Burton, travel and sports enthusiasts not only find snowboards and the latest outdoor gear. They also tell their own stories. Whether it's snow flurries, summit assaults or all the way to Iceland: inspiring moments are collected under the hashtag #nobadtrips and shared on the Burton Instagram channel and featured in the online store. The products in the picture can be purchased there at the click of a mouse.Why the stories animate:Tomorrow's shoppers want to be inspired and want a product to give them an attitude towards life. This calls for emotional imagery and product staging - the keyword here is visual storytelling. Burton is doing everything right, because stories are told and even experienced. They use images to let their target group write stories about the products. In this way, the buyer becomes part of a community. Identification and individual interaction are becoming increasingly relevant for brand loyalty. The links to the store then ensure that the shopping cart is full. If I see a product on Instagram or the website, I can order it directly with one click - this is called shoppable content and is becoming increasingly popular with online stores.Buy what's wrong with the blogWhether fashion, living, food, travel or simply the latest trends - the Kauf Dich Glücklich blog has everything your heart desires. Here, too, all content is for sale. In addition to recipe ideas, book recommendations and styling trends, the employees with their favorite looks and the buyers themselves are featured in the "Insta tags of the week" are presented. At the end of each story, the reader can access the relevant products in the store with just one click.Why the stories animate:Awareness of life? Check. Community? Check. Emotions and humor? Check - the Kauf Dich Glücklich blog comes with real added value. If online retailers only entice customers with discount codes or competitions, the shopping cart will not be filled in the long term. High-quality products are then sold below value. A store that is a magazine at first glance and is only associated with a specific product in its own range at second glance is attractive and still invites customers to browse tomorrow. If potential customers also go to the website for the stories, mood boards and ideas, they will naturally shop more spontaneously.