Verbal+Visual hosted a panel titled "Commerce That Converts" this fall. The conversation assembled a group of seasoned professionals from the ecommerce and branding worlds to discuss how a strong, cohesive brand identity can drive long-term, sustainable retail growth.

The panelists included:

• Caroline Dau (Moderator): President & COO of Verbal+Visual.
• Caley Adams: Chief Creative Officer at Verbal+Visual, with over 15 years of experience in brand creation and digital design for companies like Chanel, Rolex, Warby Parker, and Allbirds.
• Ian Rosenberger: CEO of Day Owl, the first circular backpack company, known for fostering ethical growth strategies.
• Angela Gruska: A marketing and ecommerce leader with two decades of experience in luxury and lifestyle brands, adept at blending storytelling with digital innovation.

What follows are the key themes and insights that emerged from the discussion—guidelines for anyone looking to build an enduring online retail presence that resonates emotionally with customers while meeting (and exceeding) conversion goals.

1. The Evolution of ecommerce: Past, Present, and Future

Rising Costs and Intensifying Competition
ecommerce has undergone profound changes over the past decade. Once, brands like Allbirds could thrive on inexpensive social media advertising, with outsized reach on Facebook and other channels that hadn’t yet become expensive and fiercely competitive. Today, that early advantage has vanished. Platforms like Shopify have lowered the barrier to entry, leading to market saturation. Successful brands must now find ways to stand out in a crowded, increasingly expensive landscape.

Technological Advancements and Mobile-First Shopping
The iPhone in 2007 and the subsequent DTC boom revolutionized online retail, as consumers embraced social media discovery and mobile-first shopping. The COVID-19 pandemic further accelerated digital adoption, converting even the most resistant shoppers.

Complex Multi-Touch Customer Journeys
The average path-to-purchase now involves about six touchpoints, making it vital for brands to maintain a meaningful presence and consistent messaging across channels. No single channel guarantees conversion; it’s the holistic brand experience that eventually drives the sale.

2. The Bedrock of Success: Brand Identity and Storytelling

Defining Purpose and Values
A memorable brand begins with a clear understanding of its purpose and values. Customers gravitate toward brands with authentic missions. Success lies in telling a story that resonates emotionally, connecting with consumers on a deeper level than product specs alone.

Consistency and Resonance Over Time
It’s tempting to constantly change messaging, but Caley advises sticking with core principles. What may seem repetitive internally remains fresh for new customers encountering the brand for the first time. Ian suggested embracing uniqueness—even “weirdness”—to cut through the noise. Authenticity and a singular vision matter more than content overly influenced by stakeholder consensus.

3. Using Data Without Diluting Brand

Strategic Hypothesis-Driven Testing
Data can illuminate customer behavior, but it can also mislead if not handled carefully. Test hypotheses rooted in brand objectives rather than gathering data aimlessly. A disciplined approach ensures that insights reinforce the brand rather than pulling it off course.

Understanding Channel Interplay
It’s important to understand how each channel contributes to the customer journey. A social media branding campaign may not deliver immediate sales, but it could drive conversions through email or another lower-funnel channel. By viewing metrics holistically, brands avoid the pitfalls of “last-click” thinking and appreciate the value of top-of-funnel brand-building efforts.

4. Creating Consistency Across Multiple Channels

Adapting to Intent While Maintaining Core Identity
Consistent branding does not mean identical messaging. Top-of-funnel approaches may be broader and more inspirational, while middle-funnel tactics like email should provide detailed information to guide informed purchases. All communications must ladder up to the overarching brand strategy—even as they adapt to the customer’s stage in the journey.

Internal Alignment is Key
Internal teams must share the same understanding of brand identity. Brand manifestos and brand books help keep everyone aligned. The more unified the internal team, the more seamless and authentic the external messaging.

5. Balancing Storytelling and Conversion

Emotional Engagement Fuels Sales
In a marketplace teeming with look-alike products, brands need emotional resonance to stand out. Ian likens the process to dating: move too fast with self-promotion and you alienate the customer. Instead, frame the brand story in a way that enhances the customer’s own narrative. Focus on their needs and how your offering improves their lives, and they’ll eventually repay you with loyalty and advocacy.

6. Embracing AI and Emerging Technologies

Opportunities and Personalization at Scale
Angela points out that AI can reduce the cost of content production and unlock new levels of personalization. AI-powered product recommendations can help shoppers navigate overwhelming product catalogs, making the user experience more tailored and efficient.

Challenges and Limits of Current AI
AI still has overwhelming shortcomings in producing visually arresting or emotionally compelling creative work. Much like a new employee, generative AI needs training and careful oversight. Brands must also adapt to new AI-driven search tools, learning how to influence large language models by focusing on customer sentiment and authentic engagement in online forums.

7. The Power of Non-Scalable, High-Touch Experiences

Turning Complaints into Opportunities
Great ecommerce brands know how to transform dissatisfied customers into loyal fans. Ian advocates for reaching out personally to unhappy buyers not only resolves immediate issues but can create evangelists for the brand.

Listening to Critics for Growth
Listen carefully to the harshest critics. Their frank feedback can spark meaningful improvements, strengthen product offerings, and build trust.

Investing in Unique, Non-Scalable Initiatives
Sometimes the best brand differentiators are labor-intensive gestures that don’t easily scale. Caley references same-day delivery services for parents who run out of diapers—a unique, value-driven service that forges strong customer bonds.

8. Effective Tools and Platforms for ecommerce

Leveraging Best-in-Class Technologies
Panelists cited several key tools that enhance the ecommerce experience:

• Yotpo: Loyalty, email, and SMS marketing to nurture customer relationships.
• Nosto: AI-driven product recommendations and search functionalities.
• Klaviyo: A powerful email marketing platform for automated flows and segmentations.
• Shopify’s Checkout: A continuously refined and optimized checkout experience proven to drive conversions.

Strategy First, Tools Second
While technology can streamline operations and enhance personalization, it’s only as effective as the strategy behind it. As Caroline notes, without a clear brand identity and trained staff who understand the overall vision, even the best tools will underperform.

Conclusion: Building a Sustainable Brand-Led Future

The panel’s overarching message is clear: in a saturated, competitive market, brand identity is the true differentiator. Brands that clarify their purpose, tell compelling stories, maintain consistency across channels, and use data and AI judiciously will attract customers who become advocates. Simultaneously, investing in non-scalable, human-centered experiences can foster emotional connections that no algorithm can replicate. "Commerce That Converts" isn’t about short-term optimization or quick hacks. It’s about building a brand that resonates so customers can trust it, return to it, and recommend it—year after year.