How Brands Are Strengthening Loyalty Through Exclusive Experiences

How Brands Are Strengthening Loyalty Through Exclusive Experiences
Loyalty & Membership

Companies are using limited pop-ups and releases to reward lucky and die-hard customers

PSFK
  • 20 february 2018

Recently, companies have been spending more time and effort demonstrating to their existing customers how much they care about them by building experiences that enhance ownership and cater to their unique needs.

PSFK researchers are exploring experiences and opportunities brands have created to engage with customers. Here are some examples of companies offering exclusive engagements:

Netflix 
Netflix​ ​and​ ​Three​ ​UK​ ​opened​ ​a​ ​completely​ ​free​ ​pop-up​ ​hotel​ ​where​ ​fans​ ​could​ ​stay​ ​in one​ ​of​ ​15​ ​suites​ ​themed​ ​after​ ​Netflix​ ​shows​ ​like​ ​Stranger​ ​Things,​ ​House​ ​of​ ​Cards​ ​and Orange​ ​Is​ ​the​ ​New​ ​Black.​ ​Guests​ ​are​ ​able​ ​to​ ​stay​ ​for​ ​a​ ​day​ ​or​ ​overnight​ ​and​ ​watch​ ​as many​ ​episodes​ ​of​ ​their​ ​favorite​ ​show​ ​as​ ​they​ ​like.​ ​When​ ​guests​ ​check​ ​in​ ​they​ ​receive​ ​a​ ​Samsung Galaxy​ ​S8​ ​(Samsung​ ​is​ ​one​ ​of​ ​the​ ​pop-up’s​ ​sponsors).​ ​The​ ​devices​ ​are​ ​loaded​ ​with​ ​SIMs so​ ​guests​ ​can​ ​start​ ​to​ ​binge​ ​upon​ ​arrival.​ ​The​ ​hotel​ ​provides​ ​a​ ​fixed​ ​number​ ​of​ ​tokens​ ​for food​ ​and​ ​drink,​ ​no​ ​matter​ ​how​ ​long​ ​you​ ​stay.

Hermès 
The​ ​Hermèsmatic​ ​pop-up​ ​laundromats​ ​are​ ​launching​ ​in​ ​Amsterdam,​ ​Strasbourg,​ ​Munich and​ ​Kyoto​ ​to​ ​give​ ​owners​ ​of​ ​the​ ​brand’s​ ​signature​ ​scarves​ ​an​ ​added​ ​benefit.​ ​Washing machines​ ​in​ ​the​ ​brand’s​ ​signature​ ​orange​ ​color​ ​give​ ​scarves​ ​a​ ​blue​ ​or​ ​pink​ ​rinse,​ ​and​ ​a dryer​ ​restores​ ​them​ ​to​ ​their​ ​original​ ​softness.​ ​The​ ​process​ ​takes​ ​48​ ​hours​ ​and​ ​is​ ​free​ ​of charge​ ​for​ ​customers.

Marriott 
Marriott​’s Moxy Hotels unveiled​ ​a​ ​pop-up​ ​hotel​ ​for​ ​Coachella​ ​Music​ ​Festival​ ​2017. The​ ​​brand​ ​partnered​ ​with​ ​Coachella​ ​for​ ​the​ ​event,​ ​providing​ ​festival​ ​winners​ ​with fully furnished,​ ​hotel​ ​room​-like​ ​tents,​ ​complete​ ​with​ ​electricity,​ ​linens​ ​and​ ​air​ ​conditioning.

Taco​ ​Bell 
Fast​ ​food​ ​chain​ ​Taco​ ​Bell​ ​created​ ​a​ ​“council”​ ​to​ ​represent​ ​traditional​ ​fried​ ​chicken establishments​ ​on​ ​social​ ​media,​ ​leading​ ​to​ ​the​ ​underground​ ​launch​ ​of​ ​its​ ​Naked​ ​Chicken Chalupa​ ​in​ ​a​ ​Manhattan​ ​speakeasy.​ ​More​ ​than​ ​1,000​ ​fans​ ​made​ ​reservations​ ​through​ ​a secret​ ​hotline​ ​and​ ​attended​ ​the​ ​pop-up​ ​location​ ​for​ ​free​ ​food​ ​and​ ​drinks.

Brands are enhancing the customer experience by creating limited events and products that people will want to share with others. For more insights, check out our recent research paper, Building Pop-up Fitness Experiences.


Lead Image: Netflix

Recently, companies have been spending more time and effort demonstrating to their existing customers how much they care about them by building experiences that enhance ownership and cater to their unique needs.

+Celine
+Chanel
+chat a researcher
+experiential marketing
+Fashion
+fashion / apparel
+fitness / sport
+GUCCI
+hospitality
+Louis Vuitton
+loyalty
+loyalty & membership
+Luxury
+Market Research
+Personalized Loyalty
+pop up
+pop-ups
+retail
+sport & fitness
+technology

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