How Brands Like Away Use Content And Services To Integrate Into The Consumer’s Life

How Brands Like Away Use Content And Services To Integrate Into The Consumer’s Life
Advertising

Meaningful content, product support, partner services, and education can build loyalty by integrating a brand into the customer's everyday life

PSFK
  • 15 october 2018

Customers are more than just consumers of products and services. Understanding their personalities, lifestyles, and passions is key to creating more meaningful value and subsequently integrating your brand more intimately into their daily lives. Extend engagement beyond the point of transaction to offer ownership experiences such as product support, partner services, education and convenient renewal.

Brands can broaden customer engagement beyond products and services with resources, materials, and publications that shed light on a brand’s marketplace perspectives. Services that meet customers where they are and integrate into their daily lives can provide solutions that not only save time but, elevate time.

Away Airplane Mode
Travel company Away created a brand podcast called Airplane Mode, which explores the reasons we travel and the places we find ourselves. Customers can subscribe to the podcast via the website to access chats that offer tips for healthier travel, improving mental state through travel and work-life balance. The series features interviews with personal trainers, matcha connoisseurs and local residents from Africa and Thailand to Seattle. The brand also launched a new travel magazine called Here; every issue features cultural reports, travel journals, photo essays, interviews with known travelers and city guides from local creatives.

Nordstrom Local
Department store chain Nordstrom launched a series of small-format retail hubs that carry no inventory, only services. These Nordstrom Local hubs look nothing like the retailer’s traditional stores and are service-oriented, bringing Nordstrom’s services to the neighborhoods where customers live and work. Customers can pick up their online orders, size a tux, enjoy a styling service, do some work at a communal table, and get a manicure all under the roof of an airy, well-designed and conveniently located Nordstrom Local.

Harry’s Five O’Clock
Digital-first razor brand Harry’s relaunched its online publication Five O’Clock, widening its focus from grooming advice to social activism. The content is centered around the topics that aim to spark conversations around what it means to be a man today. In addition to the digital publication, Harry’s created a monthly playlist called ‘Shower Sessions’ on Spotify to enhance audiences’ daily routines.

Harvey Nichols AskHN
UK luxury department store Harvey Nichols has unveiled a new platform called AskHN that lets online shoppers connect directly with in-store associates when they need guidance. Shoppers can tap the “Hero” button on the retailer’s website to initiate a chat, which will automatically connect them to the best available associate for assistance, usually in the nearest store. Shoppers can get styling advice, such as how to get the most out of their favorite pieces or what to wear for a job interview, as well as beauty and food advice. The in-store team send pictures, live stream from the shop floor and send product recommendations.

For more examples of how brands are solving for customer needs and delivering meaningful services, visit PSFK’s report Defining The Modern Luxury Experience Across Brand Touchpoints.

Customers are more than just consumers of products and services. Understanding their personalities, lifestyles, and passions is key to creating more meaningful value and subsequently integrating your brand more intimately into their daily lives. Extend engagement beyond the point of transaction to offer ownership experiences such as product support, partner services, education and convenient renewal.

+advertising
+apparel
+Asia
+Away
+beauty
+chat a researcher
+content
+Fashion
+feature
+Harry’s
+harvey nichols
+hospitality
+loyalty & membership
+merchandising & curation
+modern luxury brand touchpoints
+nordstrom
+podcast
+post purchase & service
+report
+Shopper education & assistance
+shopper marketing & promotions
+travel
+trend

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