eCommerce Excellence: Dolls Kill

square_dk_logo.jpgIn the game of customer experience and brand identity, Dolls Kill is, well, killing it.

This brand, popular with EDM fans, encourages an “edge in personal style,” and rebels from the conformity of “the contrived styles of todays industry.”

Four elements in particular make Dolls Kill stand-out. Your brand may not target ravers and late-night partiers, but we could all learn a thing or two about creating a brand that sticks and resonates loudly with our audience.

1 – Buyer Personas – Gone are the days when adding a customers name to a subject line or email copy will suffice for ‘personalization’. Consumers want to be known, and they want to know that you know them. Buyer personas that reflect the psychographics, demographics, socio-graphics, and purchase affinity of your customers are a must. Dolls Kill has five personas called “dolls”, and customers can choose the clothing and accessories of one or more to adopt that persona’s style. What do the images of Willow, Kandi, Coco, Darby, and Mercy communicate to you?

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2 – A Twist on Product Showcasing – We all know from eCommerce 101 that clear, focused images of our product on a white background should be showcased from multiple angles with the ability to zoom. Dolls Kill has taken this one step further by changing the product angle via a models pose when a user hovers over a product.

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Dolls Kill is using four or five different eCommerce tools on their site. I’m not sure which one gives them this capability. If you know, jot it down in the comments!

3 – Opt-In Sauciness – Are promo codes for discounts enough to inspire a consumer to give you their email address? Promo codes certainly increase the odds of conversion, and I like how Dolls Kill has used the incentive of the ability to create “wish lists” on their site to capture customer email addresses. What are other ways you could incentivize email opt-in besides giving discounts (and margin!)?

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4 – Culture – What does culture consist of? Language. Food. The pace. The look. The feel. The people. Dolls Kill has dramatically optimized EDM culture and made it their own. This is Dolls Kill’s abandon cart email. Who speaks like this? Dolls Kill–and their customers love it.

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Jamar Cobb-Dennard helps eCommerce retail companies turn big data into relationships and experiences that engage customers in online environments. Get his FREE eCommerce Marketing Trends Report here.

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