Omnichannel strategy and the emotional power of the experience

In an omnichannel dimension, where the buying experience is as visceral as it is functional, Product Descriptions, Newsletters, and DEMs are tools that use brand personality and storytelling to establish meaningful relationships with users.

Product descriptions, far from being mere ‘data sheets’, are powerful tools when they tell the story of each product’s unique features, reiterate the brand’s aesthetic and value, and allow potential customers to envision the product in their everyday lives. A compelling description should have a distinct personality that not only sells but also engages and intrigues, always anticipating the needs and desires of the audience. 

Within this ecosystem, email marketing is the glue of all strategies focused on acquiring and retaining customers. It is a fixed appointment that, if well structured with an effective combination of copy, graphics, and creative concept, can establish a rituality and nurture the connection between the brand and the user with personality. 

Why is it good to use these tools together?

They create a coherent narrative that reinforces the brand personality. When, for example, we read a product description and receive an email that picks up and deepens that narrative, the perception of the brand’s solidity and reliability is amplified. 

They stimulate interest and action. Product descriptions provide the necessary information; email marketing is a reminder that stimulates interest. Emails must include CTAs that land customers on e-commerce, and product descriptions do the rest of the work, turning engagement into purchase.

They reinforce brand storytelling. Writing about a product is also an opportunity to tell the brand’s heritage, values or mission. DEMs and newsletters can expand this narrative, providing context and insights or playing with stories and suggestions to make the product – and, therefore, the brand – more desirable.

When we write, we at Galore Studio follow the recipe for the perfect omnichannel strategy to the letter. Still, we always remember that the compelling buying journey must always have an emotional and experiential dimension. As Seth Godin said, ‘People don’t buy products and services; they buy relationships, stories, and magic.’