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Why is branding every customer interaction important and how do merchants measure its impact?

Brian Whalley

Co-founder at Wonderment

This is very important to brands that want to tightly manage their brand experience with their customers. They want a really strong brand identity, so sending customers to a generic USPS page or UPS page post-purchase, is not very exciting. I've seen this especially resonate with founders of brands, who appreciate this more because they think about not just that one area of the business but every facet as something that they can hold up, examine, and improve upon.

When I talk to the brand founders, I mention the real estate their brand has, and how they can control their PDP, checkouts, and other parts of their brand's experience. However, they give up the real estate around shipping when they push people to USPS shows customers a bunch of ads which is cool, but it's not really speaking to the experience that this person is having with this brand or this customer relationship. 

Wouldn't it be so much better if brands could keep customers on their website, show them messages about new products being launched, and unveil new opportunities to interact with them? It’d be even better to join a customer community or watch a video. The founders get really excited by these ideas and so, a part of it is about that brand messaging. 

The other part is about that opportunity to have a further interaction with that customer, which is often an upsell or a cross sell into a different product line that the customer might be interested in, or other experiences like asking them to leave a review. 

It's as much about extending the creativity of the brand into that place. One of our customers is Feastables, the chocolate bar brand started by MrBeast. They saw people come to their website after watching a MrBeast video on YouTube. Given a very engaging, personalized interaction on the website with this heavily branded site that screams MrBeast off the page, it would be a huge bummer if customers got sent to a generic UPS tracking page.


The brand was excited about hosting a tracking page on their own website that had their exact look and feel, styling, and messaging. This could keep customers inside that MrBeast world where no matter how they interacted with Feastables—through SMS or email or just on the website—they’d have this incredibly consistent and branded experience. This wouldn’t have been possible five years ago without a massive investment. 

We made it absurdly easy for them to do that and host it completely inside of Shopify. They got all their analytics tags, kept the value inside their store, and understood exactly how many more cross sells or other experiences they could drive at that point.

Find this answer in Brian Whalley, Co-Founder of Wonderment, on Klaviyo's product-market fit
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