June 10, 2009, 12:00 AM

Alibris and Forrester Research show how shopping experience affects a brand

Marketing is only one aspect of building a retailer’s brand, which is developed through the total experience a consumer has with a retailer and its products and services, speakers from Alibris and Forrester Research will say at IRCE ’09.

Marketing is only one aspect of building a retailer’s brand, which is developed through the total experience a consumer has with a retailer and its products and services, Alibris Inc. CEO Brian Elliott and Forrester Research Inc. analyst Ron Rogowski will say at the Internet Retailer Conference & Exhibition 2009 in Boston next week.

“From a consumer’s perspective, a brand is perceived through experience: not just marketing messages, but the experiences created through interacting with a product or service, and the interactions with the company behind it,” Elliott says. Alibris, a retailer of used books, is No. 116 in the Internet Retailer Top 500 Guide.

Elliott and Rogowski will address branding strategies in the June 17 session, “Building your brand online.”

“I’ll be using Alibris.com to discuss how we try to weave our brand into every element of the experience from marketing, the web site experience and beyond," Elliott says. “We will use some of the changes we’ve made over the years to demonstrate some real-life examples of how function as well as marketing and messaging builds brands.”

Rogowski will present a Forrester framework for assessing how online experiences deliver against the promise of the brand-how brands get conveyed, differentiated and delivered.

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