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Trend: Rethinking How To Invest In Communities

Trend: Rethinking How To Invest In Communities

Across physical and digital channels, retailers and brands are uniquely engaging their consumer communities to drive growth and differentiation – think product design and feedback, UGC, marketing insights, behind-the-scenes experiences, and more.

For consumers’ part, there’s a growing interest in participating within these types of communities where shared interests can be explored and celebrated, as well as taking part in gamified experiences that offer them personalized rewards and benefits. 

Sweetgreen’s gamified loyalty program is all about personalization
The popular salad chain is offering loyalty rewards and challenges to its shoppers in order to understand how better playing to customer preferences can impact their visit frequency and strengthen brand affinity. Sweetgreen’s Summer Challenge

McDonald’s takes brand fans to a virtual “summer camp”
McDonald’s in-app only experience is designed to draw traffic during the slow summer months, and glean customer information through in-app behavior to build greater connections and drive loyalty, all while winning attention and spend. Camp McDonald’s

Jonathan Adler flagship brings the “Atelier Adler” world under one roof
Jonathan Adler, the modern decor retailer that does it all for your home, has created a new flagship space in Soho that can do it all, too. The store features not just the company’s entire product line but also various studios bringing customers closer to the behind-the-scenes of the home and design retailer's production methods. Atelier Adler in Soho

So, you want to build a community
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