Creating Flagship Digital Experiences: Insights from the Inside Commerce Podcast
Grebban’s CEO and founder Anton was interviewed in the podcast Inside Commerce about e-commerce art direction, e-commerce design and justifying the investment in design & creative for e-commerce brands.
In today’s e-commerce landscape, creative direction and customer experience are no longer just supporting acts—they’re taking centre stage. As brands seek to stand out in a crowded market, the need to create engaging, memorable flagship experiences online has never been more critical.
Recently, I had the pleasure of joining Paul Rogers on the Inside Commerce podcast, where we discussed the evolution of e-commerce design, the role of e-commerce creative direction, and how brands can build digital flagships that truly connect with their audience. In this post, I’ll delve deeper into the key points we covered in the episode, share some insights from our work at Grebban, and explore how brands can stay ahead by prioritising creative strategies.
But before we dive in, don’t forget to listen to the full podcast episode here for an in-depth conversation about the future of e-commerce design.
Why Creative Direction is Key to E-commerce Success
One of the core themes we explored in the podcast was the vital role creative direction plays in modern e-commerce. Too often, brands invest the bulk of their budget in performance marketing—driving traffic to their site—while neglecting the experience customers land on. But what happens when those new customers arrive on a homepage or product page that feels lacklustre compared to a flagship retail store?
Brands like J. Lindeberg, Represent, and Peak Performance (all three Grebban clients) are excellent examples of those who understand the need to elevate their online presence through design. They’ve embraced editorial-style layouts, storytelling, and interactive elements to create a truly immersive experience that resonates with their audience. In the podcast, Paul and I discussed how these strategies not only improve engagement but also foster deeper connections with customers. At Grebban, we’ve always believed that design should be at the heart of any e-commerce strategy. Creative direction isn’t just about making a site look beautiful—it’s about ensuring that every touchpoint reflects the brand’s values and mission, creating a cohesive and memorable customer journey.
Building Emotional Connections Through Storytelling and Brand Experience
Storytelling has become a critical element in building a successful e-commerce experience. In the podcast, we talked about the shift in how brands approach their e-commerce departments. Traditionally, these teams have been data-driven, focusing on performance metrics and conversion rates. However, as the market evolves, there’s a growing recognition that these teams also need to be custodians of the brand experience.
It’s no longer enough to simply optimise for conversions. Brands need to consider how they tell their story and present their values on every page. This is particularly important as more customers engage with global brands for the first time. First impressions matter, and a well-crafted story can make the difference between a one-time sale and a lifelong customer.
At Grebban, we help brands strike the perfect balance between brand storytelling and conversion optimisation. One standout example is Djerf Avenue, where we built a site that doesn’t just showcase products—it conveys the brand’s mission and values through every interaction. From natural imagery to size-inclusive models, Djerf Avenue’s site is designed to reflect the authenticity and inclusivity that are core to the brand.
"First impressions matter, and a well-crafted story can make the difference between a one-time sale and a lifelong customer."
Why Brands Are Turning to Always-On Creative Subscriptions
Another topic we explored in the podcast was the growing trend of always-on creative subscriptions. Many brands we work with have shifted their focus from one-off design projects to continuous creative output, recognising the need to keep their digital flagship stores fresh and engaging. This is where Grebban’s design subscription model comes in.
Our design subscription allows brands to tap into ongoing creative and strategic support, ensuring that their site evolves in step with their business. Whether it’s regular updates to product pages, e-commerce art direction, seasonal campaigns, or AB testing for conversion rate optimisation, this approach ensures brands stay ahead of the curve without the need for constant redevelopment.
For brands like Filippa K, Represent, Tretorn and Uhip, this model has been instrumental in maintaining a site that feels vibrant and dynamic. By keeping the creative process alive, brands can ensure that customers always have something new and exciting to engage with.
How Dopamine Culture and Personalisation are Shaping the Future of E-commerce
One of the more futuristic topics we touched on during the podcast was dopamine culture—the idea that customers today are constantly seeking instant gratification through interactive, dynamic content. Sites that fail to engage users quickly will lose them just as fast. This is why animation, interactivity, and engaging micro-experiences are becoming essential components of e-commerce design.
At Grebban, we place a strong emphasis on designing for engagement. It’s not just about creating beautiful landing pages; it’s about ensuring users want to stay on the site, explore, and interact. Elements like subtle animations, interactive product pages, and personalised content all contribute to a more engaging and memorable user experience. Speaking of personalisation, we also discussed how AI and machine learning are set to revolutionise e-commerce design. Imagine a future where every customer sees a personalised version of a product page, tailored to their preferences and browsing history. This is the direction we’re heading, and it’s going to completely transform how brands approach customer experience.
A Case Study: Djerf Avenue’s Community-Driven E-commerce Experience
One of the most exciting projects we’ve worked on at Grebban is the e-commerce site for Djerf Avenue. Founded by influencer Matilda Djerf, Djerf Avenue is more than just a fashion brand—it’s a community. Matilda’s values of authenticity, inclusivity, and transparency are woven into every aspect of the brand, and we wanted to ensure those values were reflected in the online experience.
From the outset, our goal was to create a site that felt as personal and authentic as Matilda’s social presence. This meant embracing natural imagery, avoiding over-stylised product shots, and incorporating real user-generated content. One of the standout features of the site is the Djerf Avenue community called Angels Avenue, where users can create profiles, share their looks, and engage with one another in a way that feels more like a social platform than an e-commerce site.
We also built in functionality like occasion-based “shop the look” pages, allowing users to shop for specific events—whether it’s a casual day out or a more formal affair. This not only adds a layer of personalisation but also makes the shopping experience more enjoyable and relevant to the customer’s needs.
Bringing Creative, Data, and Technology Together
In conclusion, the future of e-commerce lies in the seamless integration of creative direction, data, and technology. As we discussed on the podcast, brands need to invest in their online flagship stores as much as they do in their physical ones. A great digital experience can drive conversions, build loyalty, and create emotional bonds with customers that last far beyond the first purchase. If you’re interested in hearing more about these topics, I encourage you to listen to the full episode of the Inside Commerce podcast here. And if you’re ready to take your e-commerce site to the next level, reach out to us at Grebban. We’d love to help you build a digital flagship store that’s ready for the future.