08 Feb Strengthen your online communities, the era of Digital Brand DNA
Strengthen your online communities,
the era of Digital Brand DNA
We came across many topics during the National Retail Federation (NRF) ‘’Big Show’’ in January 2017, however one of them especially caught our attention: communities.
Retail has always been about relationships and this is more important than ever for retailers to be or stay honest to their customers. Loyal customers are part of communities built up over years and brands must show authenticity to strengthen personal relationships with them. The key is to know how to drive the element of human connection with a culture of agility and intelligence within your company. We would like to emphase on few concrete examples we have recently identified:
Lululemon strengthens its community by digitising CRM
Speaking at NRF 2017, digital officer of Lululemon, Miguel Almeida, described how the retailer has begun to take the first steps of its digital transformation journey, while ensuring it strengthens its community of customers. The transformation started a year ago with the launch of their new CRM platform built in partnership with AgilOne. By managing to get one unified view of the customer, Lululemon aims to reach each member of its community with personalised messages.
Lego community enables customers to be part of its creative process
Lego Ideas is a creative online community for fans of the famous toy sets, allowing users to submit ideas for new designs. This platform (provided by Lithium) also incorporates a competition element as fans can vote and if a design receive 10 000 votes, it will be considered by Lego to become one of the brand’s official sets.
Made.com connects undecided buyers with loyal customers
Made.com launched its online community: Unboxed that allows shoppers to see how Made’s furniture look like in real life, in real customers’ homes. The goal is to share inspiration and ideas and it will also bridge the gap between online and physical stores. The community become then synonymous of proximity.
Harley Davidson built a community focused on more than the product itself
The Harley Davidson community is more than just an online forum. You can join the community only if you own a Harley Davidson motorcycle but it serves more as a way of connecting with fellow riders, knowing about events, or sharing the thrilling experience that comes from riding one of its bikes. The community is built on the feelings and values inspired by the product more than the product itself.