I’m excited to share with you that inRiver has just launched an updated look and you’ll start to see it rolling out online and in person over the coming weeks and months.
As we continue to grow inRiver internationally, we want our brand to best reflect why we exist, what we believe in, and where we’re headed.
At inRiver, we think of our brand as a continuous concept that’s never totally done. Just as people and companies evolve, so do brands. We’ve grown ours over nearly a dozen years through our fantastic products, a unique culture, and an incredible customer and partner community. Today, we’re taking a bold step forward with a new logo and visual identity for inRiver and our products.
Introducing the inRiver Logo
In the early days of the company, our founding team sat on a large wooden deck overlooking the powerful Vindel River in Sweden, one of Europe’s few remaining undistributed and unpolluted rivers. They made the connection between the powerful currents of the river waters and the many uses those waters could be harnessed for — power, irrigating crops, quenching thirst, supporting fish which fed the population and enabling recreation.
They related the power of that river to the power of the Internet, which was just starting to reach its global market. Billions of people making trillions of connections every day. A torrent of information traveling worldwide, powering commerce, community, and connections of every kind. An information river. And thus, the Company was born as inRiver.
Our company hasn’t wandered far from our water-inspired roots since our initial founding. Our headquarters in Malmö, Sweden is a literal stone’s throw from one of the many canals crisscrossing that fine city. Our Chicago US headquarters, located next to the building formerly known as Sears Tower, is also directly across the street from a river.
And so, for the curious, our update and refreshed logo recalls the power of taking resources and channeling it through technology to the places where people can make the best use of it.
We’re excited about our new logo because it’s powerful, evocative and ties us back to our roots as a company focused on improving the way product information realizes its finest potential to help connect buyers and sellers around the world.
And, a New Typeface
Meet our new typeface, Nunito Sans. Designed to balance legibility with personality, Nunito Sans is a welcome addition to our brand family. It has tremendous flexibility, which allows us to create hierarchy between inRiver, our products, and other offerings in our ecosystem. Most importantly, we believe it has the ability to stand the test of time.
Starting today, you’ll see these exciting changes out in the wild, and gradually over the coming months, in-product as well. And for PIMpoint Americas attendees, we plan to give you a more in-depth look into the story behind the story of our updated identity. At inRiver, we believe that every product tells a story. We’re happy to share ours with you and want to hear yours as well. Feel free to reach out and let me know what you think!
Steve Gershik, Chief Marketing Officer at inRiver
With over 20 years of experience in product marketing, social media, demand generation and brand building, Steve is an expert in what B2B companies need to do to survive and thrive in competitive environments today.
Nearly 45% of holiday shoppers peruse options serendipitously—both online and offline—to decide what to purchase for friends and family. Forty-eight percent of shoppers still frequent physical stores for the ability to easily see and touch products. If you are a brand manufacturer, if your products are not there—where they can be seen, touched, and clicked—you can be almost certain that you are losing sales and possibly customer loyalty.
So, what can you do?
Streamline product management to get to market faster
Having a central product information management system makes it easy to bring products to market quickly. Your central store of product information can be the home base for the product story, along with all the details and imagery, tagged and categorized according to its place in the assortment. Product and marketing managers can have a single source of the truth and don’t have to waste time compiling information—that may be inaccurate or inconsistent—from disparate sources. They simply share information and export what they need—to every channel where it is needed.
When you have a product information management (PIM) solution, taking a product to market can takes days or weeks instead of months. Your new products can be on the shelf in-store or live on a website and ready to order in hours—and you can scale volume based on demand.
Help customers make purchase decisions
Sometimes it feels like a “race to the bottom.” Your retailers are asking you to lower your prices because they are feeling squeezed by Amazon, online competitors, and other retailers in their quest for market share.
However, you can work with your retailers to help your customers make purchasing decisions. When you have high-quality product information categorized and tagged, it’s easy to show customers how to combine complementary products, select replacement products, or compare products across price points.
You gain a competitive advantage and increase revenue because you and your retailers are providing product information that guides the customer toward the ideal, comprehensive solution.
Build a reputation for reliability
It is common knowledge that keeping a customer is cheaper than acquiring a new one. So, while your sales team is busy getting new business, you can use your product marketing process to ensure that you satisfy the customers you already have.
If the product information that you have provided to your retailers is accurate and complete, your end-customers will know that they can trust that information when they are making purchase decisions—time and again. You will build a reputation for authority and knowledge by providing enriched product stories across channels and markets.
When you have a central source of enriched product information, you have a goldmine of unique and flexible content that’s easy to optimize into product stories for each channel and market. You will rise above the industry standard to achieve a competitive advantage that will serve you well and build brand loyalty and customer satisfaction.
Kathryn Zwack, Senior Marketing Manager, inRiver
Not long ago, a major focus of marketers was on brand—brand loyalty, brand positioning, the “brand promise.” Numerous books were written on the subject—each claiming to be the “brand bible” for communicating effectively to target markets.
We would argue that brand loyalty and the importance of brand, in general, is diminishing. According to McKinsey Research only 13% of customers are “loyalists” who do not shop around.
Sure, there are Apple aficionados who will never buy a Windows PC. There are folks who continue to drive the same brand of car for decades. And there are businesses with brand preferences due to corporate policy or hardware and software compatibility challenges. However, with the ubiquity of online shopping and buying, brand-based selection is falling, time and again, by the wayside.
Why is this?
When seeking a new product—especially a product with which a buyer has had little previous experience—buyers most often rely on the opinions of family and friends, or complete strangers. In fact, in one study by Signpost, they found that 90% of people consult online reviews when making purchase decisions. With the anonymity afforded by the Internet, purchasers of a product can be completely frank about their opinions and experiences with a product. As a result, buyers frequently trust those opinions more than corporate advertising or “brand communications.”
Not only is UGC an influential factor, but so are third-party reviews. How frequently do you make a major product purchase without consulting Consumer Reports, Edmunds, CNET, or the like? Buyers are relying more and more on the expert evaluations of third-party reviewers for three main reasons: 1) they can be accessed from our desk or mobile phone; and 2) these folks do this for a living and are experts; and 3) it speeds our research and decision processes.
What is also common is for buyers to be surprised by what they read. According to the same McKinsey Research study, nearly 60% of customers switched brands once they began “shopping around.”
Ability to Compare Products
Now that consumers and business buyers can easily shop around and compare products—on price, features, and form factor—at the click of a button, they are not restricted by brand. Online users can find the product that most closely meets their needs—whether the purchase transaction occurs online or in-store. Again, this may mean that they consider or purchase a brand that was not originally top of mind. However, after validating their purchase through user and third-party reviews, this previously unknown brand or product may indeed end up the winner!
What Can You Do?
As a manufacturer or distributor, the most impactful thing that you can do is portray your individual products in the best possible light. If you are no longer able to attract customers based solely on your brand, then you need your products to be able to speak for themselves and tell their own unique stories. This requires compelling, well-crafted product descriptions, accurate and interesting imagery, and insightful product testimonials and reviews. Let inRiver and our extensive PRIME Partner Community help!
Kathryn Zwack, Sr. Content Marketing Manager, inRiver