{"id":4239351,"date":"2024-07-02T19:53:46","date_gmt":"2024-07-02T17:53:46","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/the-power-of-good-friction-two-brands-pioneering-brand-recognition-loyalty-through-e-commerce\/"},"modified":"2024-07-04T10:47:12","modified_gmt":"2024-07-04T08:47:12","slug":"the-power-of-good-friction-two-brands-pioneering-brand-recognition-loyalty-through-e-commerce","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-dk\/insight\/the-power-of-good-friction-two-brands-pioneering-brand-recognition-loyalty-through-e-commerce\/","title":{"rendered":"The power of good friction: Two brands pioneering brand recognition & loyalty through e-commerce"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/a>\n\t\tThe power of good friction: Two brands pioneering brand recognition & loyalty through e-commerce\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
\n\t\t\t\n\t\n\t
\n\t\tVictor Marcus Lunde\t\t
\n\t\tAccount Director & Head of Business Development\n\t\t\t<\/div>\n<\/div>\n\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\tDate\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\t2 July 2024\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
\n\t\n\t\tIn marketing and UX, friction might as well be a curse word. Slow-loading pages, obnoxious form pop-ups, or a seven-step checkout process? Forget about it.\u00a0

But, sometimes, there is such a thing as \u201cgood friction.\u201d

Friction, when used strategically, can be a powerful tool to slow down visitors, create meaningful interactions, and reinforce a customer\u2019s decision to buy from your brand.\t<\/p><\/div>\n\n
\n\t
\n\t\t\n\t\tDeprioritising friction on your DTC site\t<\/h2>\n\t\t\t\t\t
\n\t\t\t\t\n
\n\t\tSure, your DTC site needs a relatively frictionless user experience. Easy navigation, a simple checkout process, a clear customer journey, connected channels, and responsive customer service. Who hasn\u2019t heard that any friction<\/em> in the customer journey will send consumers running?

But here\u2019s the thing. Regardless of how seamless your site\u2019s technology is, you can\u2019t compete with platforms like Amazon when it comes to cost, speed, and convenience.\u00a0

So, the goal shouldn\u2019t be to replace Amazon as a sales engine, but to embrace the role of your e-commerce site as a brand-building platform. By focusing on building brand recognition, loyalty, and love, you can ultimately drive more sales in the long term through personalised experiences and customer engagement.

Let’s explore two examples of brands whose e-commerce sites utilise good friction and storytelling to engage visitors in a positive way.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t