Martha Stewart creates a unique customer experience through lifestyle content with Brand Stores

Martha Stewart wanted to make it easy for new customers to find and shop the brand’s diverse collection of products, while also enticing existing customers to keep coming back. The team realized that establishing a new destination that would inspire memorable brand moments and showcase the uniqueness of the brand would be an ideal way to achieve both objectives.

“It was clear from the beginning that Amazon would provide us the opportunity to reach new customers. Our challenge was creating a storefront experience that would stand out from the crowd and feel true to the brand,” said Golda Dym, senior digital marketing manager at Martha Stewart’s parent company Marquee Brands.

Through Brand Stores, the Martha Stewart team created a seamless go-to shopping destination that allows them to retain creative control. Launching the “World of Martha” storefront was an essential part of the brand’s strategy to connect with shoppers. The Brand Store gives Martha Stewart room to tell the full brand story and inspire lasting customer relationships beyond a one-off purchase.

“With Brand Stores, we’re able to bring the full Martha Stewart experience in one place,” said Dym.

The team took a number of steps to make sure they could bring their vision to life and effectively execute their strategic goals.

Specifically, they decided to put content at the center of the storefront experience by building a library of educational and inspirational blogs, Posts, and thoughtfully selected images that place products in different lifestyle settings.

The team made sure that the Brand Store features a consistent design and aesthetic that reflect the true spirit of the brand. Branded fonts, color palettes, and curated content help tell Martha Stewart’s brand story in a visually appealing and distinctive way.

Best-selling and recommended products tiles, shoppable images, and videos helped showcase the full suite of Martha Stewart products while providing an informative and interactive shopping journey. The storefront was designed to be easy to navigate with product-specific pages and categories, so that shoppers can learn about different products, compare items, and make informed purchase decisions.

At least once a month, the team made sure that the Martha Stewart Brand Store was refreshed with new content, including during the lead-up to high-traffic shopping events like the end-of-the year holiday season. That’s because research has found that, on average, Brand Stores updated within the past 90 days had 11% more repeat visitors and 13% higher attributed sales per visitor.¹

The Brand Store was also designed to serve as a landing page for Sponsored Brands campaigns to help introduce wider audiences to the Martha Stewart brand’s full range of products. Ultimately, customers wound up basket-building across the Martha Stewart Brand Store with an average of 1.3 units per order, a 3% increase prior to launch.² “The Brand Store is the destination for all our branded and upper-funnel ads,” Dym said.

“There’s a single mantra that explains how we were able to use Brand Stores effectively, which is: refresh it often, keep it current, drive traffic to category pages, and be creative,” said Dym.

Dym emphasized the importance of employing captivating lifestyle imagery to allow customers to envision the products seamlessly integrated into their own homes. “Compelling visuals play a pivotal role in transforming product interest into sales and fostering repeat customers,” Dym explained. “Furthermore, brands should leverage Posts to narrate stories from a seasonal or limited-time perspective. By doing so, loyal brand enthusiasts who have favorited your Brand Store will see messaging and imagery from your brand each time they sign in to Amazon.”