How Storytelling and Great Design Create Loyalty for Ecommerce Brands

Hey, it’s Alex.

In today’s issue:

• How Storytelling and Great Design Create Loyalty for Ecommerce Brands

• Your Storytelling x Design Ultimate Checklist

• AI Creator = The New Rich. AI Consumer = The New Poor.

• and more…
  

BEST LINKS

My favourite finds this week

🛒 Ecommerce

• Shopify’s new Catalog API has quietly gone live, with Perplexity AI as the first announced partner (LinkedIn)

• Rhode just secured one of the biggest beauty exits in recent memory, with E.L.F. BEAUTY acquiring the brand for up to $1 billion (LinkedIn).

🤖 AI

• The complete playbook for building profitable companies in the AI age (Greg Isenberg).

• ChatGPT Prompts that feel illegal to know (Superhuman).

📘 Book of the week

• Surrounded by Idiots by Thomas Erikson (link)

DEEP DIVE

The Power of Storytelling in Ecommerce Loyalty

Storytelling and design are two of the most powerful tools ecommerce brands can use to build deep, lasting customer loyalty.

When combined, they not only differentiate a brand in a crowded marketplace but also forge emotional connections that turn first-time buyers into lifelong advocates.

Emotional Connection

Storytelling taps into fundamental human psychology. People are drawn to narratives that evoke empathy, reflect their values, or mirror their aspirations.

When brands share authentic stories - whether it’s the founder’s journey, customer testimonials, or the mission behind the business - they create a sense of belonging and trust that goes far beyond transactional relationships.

Brand Identity and Values

A compelling brand story conveys what a company stands for. Brands like Patagonia and TOMS use storytelling to highlight their commitments to sustainability and social impact, attracting customers who share those values and encouraging repeat purchases.

Customer as Hero

Effective storytelling often positions the customer as the protagonist, showing how the brand helps them overcome challenges or achieve goals. This approach makes the customer feel seen and valued, strengthening their bond with the brand.

Memorability and Advocacy

Stories are more memorable than facts or features. A well-told story is easier to recall, share, and talk about, fuelling word-of-mouth marketing and organic brand advocacy.

The Role of Great Design in Building Loyalty

First Impressions and Visual Identity

Design is often the first interaction a customer has with a brand. A cohesive visual identity - logo, colour palette, typography, and imagery - sets expectations and communicates brand values instantly. Consistency in these elements builds recognition and trust over time.

User Experience (UX/UI)

A seamless, intuitive, and enjoyable shopping experience is critical for retention. Superior UX/UI design - such as easy navigation, fast load times, and a streamlined checkout - reduces friction, increases satisfaction, and encourages repeat visits.

Personalisation and Engagement

Design can be leveraged to personalise the shopping experience, from tailored product recommendations to adaptive interfaces. This makes customers feel understood and valued, deepening their loyalty.

Packaging and Unboxing

Thoughtful packaging design enhances the post-purchase experience, delighting customers and encouraging them to share their experiences on social media, further amplifying brand loyalty.

Synergy: Storytelling + Design = Loyalty

When storytelling and design work hand-in-hand, the result is a brand experience that feels authentic, engaging, and memorable:

Narrative-Driven Design

The brand’s story is reflected visually across all touch points - website, packaging, social media, and even loyalty programs. For example, Patagonia’s website and campaigns consistently reinforce its sustainability narrative through imagery, copy, and interactive features.

Community and Advocacy

Brands that encourage user-generated content - such as reviews, photos, or stories - create a sense of community. This not only amplifies the brand’s story but also makes customers feel like active participants, increasing engagement and loyalty.

Consistency Across Channels

A unified story and design across every customer touchpoint (website, email, social media, packaging) reinforces the brand’s identity, making it instantly recognisable and trustworthy.

Real-World Examples (International)

Key Takeaways for Ecommerce Brands

• Craft an authentic, emotionally resonant brand story that aligns with your mission and values.

• Design every customer touchpoint - from website to packaging - to visually reinforce your story and values.

• Prioritise seamless, personalised user experiences that make shopping enjoyable and memorable.

• Encourage and showcase customer stories and user-generated content to foster community and advocacy.

• Maintain consistency in both story and design across all channels to build recognition and trust.

In a saturated ecommerce landscape, brands that weave together compelling storytelling and thoughtful design don’t just win sales—they win long-term loyalty.

🔎 UX INSIGHT

The Ultimate Checklist:
For Lifestyle Ecommerce Brands looking to Achieve Top-Tier Design & Storytelling

Brand Storytelling

• Define your brand’s core mission, values, and unique story - and put it on your website!

• Identify and document your target audience’s aspirations, pain points, and lifestyle.

• Craft a concise and authentic brand narrative that resonates emotionally.

• Develop a founder or origin story to humanise your brand.

• Collect and showcase real customer stories, testimonials, and user-generated content.

• Integrate your story into all website copy, product descriptions, and about pages.

• Use storytelling in marketing campaigns, emails, and social media posts.

• Regularly update your narrative to reflect new milestones, products, or community impact - just become B Corp? Tell people how this impacts your mission and aligns with your values.

Visual & UX Design

• Establish a cohesive visual identity: logo, colour palette, typography, and imagery.

• Ensure brand visuals are consistent across all touch points (website, social, packaging, email).

• Design a clean, intuitive website with easy navigation and minimal friction.

• Optimise site speed, mobile responsiveness, and accessibility.

• Use high-quality, lifestyle-driven product photography and video.

• Personalise user experience with tailored recommendations and dynamic content.

• Design engaging, branded packaging and memorable unboxing experiences.

• Incorporate interactive elements (quizzes, look books, stories) to deepen engagement.

Customer Engagement & Community

• Create a branded loyalty or rewards program that aligns with your brand’s personality.

• Encourage and incentivise user-generated content (reviews, photos, stories).

• Build a community hub or forum for customers to connect and share experiences.

• Respond authentically to customer feedback and feature customer stories in marketing.

• Host events, challenges, or campaigns that invite customer participation.

Consistency & Optimisation

• Audit all brand touch points quarterly for consistency in story and design.

• Use analytics to track customer engagement, repeat purchases, and story-driven content performance.

• A/B test website layouts, storytelling elements, and visual assets for continuous improvement.

• Solicit feedback from loyal customers about what resonates and what can be improved.

• Stay updated on design trends and storytelling best practices in your niche.

Measurement & Growth

• Set clear KPIs: brand recall, NPS, repeat purchase rate, user-generated content volume.

• Monitor social mentions and community growth for advocacy signals.

• Celebrate and share brand milestones and customer successes to reinforce loyalty.

Wonder what designers do all day? The above 🤪

By systematically following this checklist, you can elevate your brands design and storytelling to industry-leading standards, fostering deep loyalty and sustained growth.

🤖 AI INSIGHT

AI Creator = The New Rich.
AI Consumer = The New Poor.

AI is the biggest opportunity for creators, but it is also the biggest risk to your future.

If you become a “creator” - someone who uses AI to improve your life, output, and results, then this is akin to moving into the upper class.

You might have seen the economic debate on Diary of a CEO the other month where Gary Stevenson passionately takes about the middle class being wiped out by the rich - the rich getting richer, and the poor getting poorer. While AI wasn’t a focus of the debate it is no doubt going to be a further catalyst for this.

If you are going to be the type of person who gets consumed with content on TikTok, Instagram and never ending doom scrolls, then you are becoming an AI consumer - and this, is akin to becoming the new poor - falling into the lower class.

Everyone has the same 24 hours - spend yours wisely.

Need help? Get in touch below.

📣 HAVE YOUR SAY

How did we do?

Thanks for reading!

See you next week.

Alex Murton
Shopify for Lifestyle Brands
Co-Founder @ Studio Almond & Almond Labs.