Retail
like this, organisations can positively impact the bottom line. In addition, it allows for consistent brand messaging globally. Tis contributes to having a strong brand identity – crucial for signalling to customers that the business has a reputable and trustworthy proposition.
Enhancing security and trust: essential to users Web domains are the
representation of a brand’s online presence, underpinning emails and corporate websites, where users rely on their integrity and security. Tey are the communications hub to engage with the world and the platform to interact with transacting customers: yet they may not be afforded the protection they deserve. ICANN’s plans for the next round of gTLD applications mark
a significant opportunity to enhance online security and trust. A business which has its own dotbrand adds an important layer of protection against the nefarious actions of third parties. With a branded domain, only legitimate names are registered because the brand itself sets the rules. Tis means customers can trust a domain ending in a company’s brand (to the right of the dot): this is because the brand has created a zero abuse, highly trusted namespace, that they themselves control. Very welcome in a time of heightened cyber security needs, and arguably essential for businesses engaging in e-commerce. It is no surprise then that the financial services industry holds the
majority of dotbrand registries. In this industry, consumers must be able to trust the environment where they are exchanging sensitive information – a dotbrand helps ensure data is shared only with the legitimate organisation.
SEAT case study: driving dotbrands into motion In the automotive industry businesses operate through franchises or dealership networks. From a brand perspective, this creates a consistency challenge whereby they must maintain a uniform brand look and feel across a vast global network of authorised retailers. Spanish automotive manufacturer, SEAT, uses its dotbrand
as a crucial tool to face this challenge. By creating mini sites for particular dealers, garages or regional outlets, it was able to reinforce and control its expanding global network. Tis allows the company to rapidly and cost-effectively bring new affiliates online, while controlling and ensuring professional use of the SEAT digital brand. By leveraging a dotbrand as part of the business strategy,
SEAT created a trustworthy and intuitive online experience for its customers – paying dividends in increased brand loyalty and traffic. Brand protection also increased with greater predictability and visibility of .SEAT domain names; customers are less likely to trip up on typo-squatting, pay-per-click traps or domain-for- sale pages. Not only does this mitigate customer service problems arising but it also protects SEAT’s brand from cyber scams by
www.pcr-online.biz
ensuring retail sales are directed through authorised channels. Initially, SEAT launched a pilot
of 95 mini sites – which has since grown to over 700 – covering the entire distribution network of SEAT in Spain, and 25% of its global production. Evidently, pilot projects can be hugely valuable in testing the return on investment for a dotbrand.
E.Leclerc case study: A dotbrand’s use during the pandemic At the start of the pandemic
E.Leclerc, France’s largest retail company and the market leader for groceries, needed to quickly migrate its main home website to cater to the needs of local communities during this time.
E.Leclerc created 600 domains with each one referring to a
physical store from its vast global network. Te suite of store-specific websites provided local store information, services and the option to click-and-collect orders – expanding its business and online presence by providing valuable services to its customers in a time of need. Tis enhanced fully-integrated user experience increased consumer trust and payment security reducing the likelihood of losing customers to local supermarkets when footfall was limited at larger hypermarkets. Post-pandemic, with customers returning to the stores, the
dotbrand model was easy to scale. Now, with nearly a thousand registered dotbrand domain names, .Leclerc is used for a wide range of applications, including corporate social responsibility and recruitment initiatives, and is the foundation of its online strategy.
Final words Having flexibility and control over a company’s online space is highly desirable, especially in a world where cyber security and abuse mitigation is key to preserving revenues, reputation and customers. A dotbrand provides this: complete control of the brand’s online
presence in a highly recognised namespace. Tis gives businesses the freedom to issue domains at the second and third level that make the most sense for their visitors, helping them feel secure while also protecting the company’s intellectual property, combined with simplifying user journeys While the benefits are there, before deciding to make a dotbrand
investment, businesses need to be well informed and guided through the feasibility and evaluation process. Identify the most pertinent benefits and win stakeholders’ hearts and minds. Te application process can also be complex so businesses might want to lean on service providers for support. ICANN’s plans present a pivotal moment for the domain industry
– the possibilities for innovation, competitive advantage and enhanced security are significant. Te opportunity for brands to own their own branded slice of the internet must, at least, be explored as part of a wider business and digital branding strategy.
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