How Brands Like Floyd Drive Loyalty By Involving Consumers In Product Development

How Brands Like Floyd Drive Loyalty By Involving Consumers In Product Development
Beauty

Retailers like Target and Sephora are turning to consumers in order to gather data, gauge desires and develop product assortments or experience offerings

PSFK
  • 27 november 2018

Consumers feel a sense of ownership over their favored brands and want to help contribute to their lasting success. Brands are accordingly providing initiatives that invite trusted members and loyal fans into the research and development process to share their expertise and feedback on products and services.

This approach not only deepens the level of engagement, but also creates buzz and a built-in audience of committed customers. Here’s how top retailers are extending their reach to promising consumers, strengthening their loyalty as well as creating opportunities to analyze their own strengths and weaknesses:

Target Studio Connect
Big box retailer Target created a secret social network to help its biggest brand fans weigh in on product design for its in-house line of products. Studio Connect is available by invitation only, limited to 600 participants who have been recruited via online research and receipt polls. Target designers at its headquarters are able to ask members questions via the app in order to receive crowdsourced input on new product designs. This process allows them to incorporate feedback much more quickly than they would be able to through traditional qualitative research and launch products sooner. Participants are not paid, but can earn points toward discounts and gift cards.

Floyd
The direct-to-consumer furniture startup Floyd engaged directly with its followers on Instagram to gather insights about what its audience wants in a sofa. Instagram users were asked questions about their age and household size, physical couch preferences like size and color, what position they sit in and if they have a pet. Floyd then sent this crowdsourced data directly to its R&D teams, resulting in a couch design reflective of its existing product line and consumer preferences.

Sephora
Beauty retailer Sephora revamped its Beauty Insider rewards program based on extensive online and phone surveys and focus groups to determine the features that members prioritized. New features include a new points system, gamified digital drops, more available rewards and more flexibility in redeeming them. Additionally, Sephora changed how users’ rewards profiles are displayed, making it easier for them to see how much more they need to spend to reach the next tier and allowing them to book in-store offerings. Prior to the rollout, the retailer answered questions about the program via Beauty Insider Community, its digital fan channel.

For more examples of how brands are giving consumers the opportunity to contribute to and improve products and services, visit PSFK’s Future of Retail 2019 report.

Consumers feel a sense of ownership over their favored brands and want to help contribute to their lasting success. Brands are accordingly providing initiatives that invite trusted members and loyal fans into the research and development process to share their expertise and feedback on products and services.

+analysis
+beauty
+brand activation & immersion
+consumer goods
+Crowd Sourcing
+direct-to-consumer
+engagement
+Features
+floyd
+Furniture
+future of retail 2019
+home
+loyalty & membership
+merchandising & curation
+packaging & product engagement
+product development
+report
+retail
+sephora
+Shopper Marketing & Promotion
+target

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