In today’s market, consumers seek more from the products they buy and the brands they support. Definitions of value extend beyond price to include access to a broader ecosystem of services and experiences that support product ownership and offer customers more ways to get involved. This represents a huge opportunity for companies to attract new audiences and deepen their relationships with existing customers.
In this paper, PSFK’s research outlines how consumers’ changing expectations are creating an opportunity for greater differentiation and value creation for both DTC brands and traditional retailers post-purchase. The included trends and supporting examples, built around community, product experience and continued investment outline leading initiatives brands are applying to create lasting relationships and encourage ongoing support and engagement from consumers.
Published October 2020
Retailers and brands are rewarding their loyalty program members for a range of actions beyond making a purchase, encouraging ongoing engagement and advocacy at every touchpoint. Leveraging data collected through their loyalty programs, brands are moving away from purely transactional offers or difficult points-based systems toward recommendation-laden options that encourage customers to make repeat purchases and nurture long-term brand loyalty. This can look like creating a mobile app payment ecosystem that provides personalized discounts, as...Circular Economy
Developing new appliances that directly replenish and deliver products to the consumer or letting customers bring reusable containers to purchase and refill products, eliminating the need for single-use packaging. This also encompasses creating a responsible supply chain with tools that provide monitoring and increase protection for workers, ensuring an ethical journey from source to store.On-Demand Support Network
Using human support to connect with consumers and deliver relevant information as needed, moving away from AI and automation to create a 1:1 experience.Co-Creation Studio
For many consumers today, the items they buy are an important part of their identity, and they want their favored brands to help them express themselves. Retailers are installing in-store personalization stations and kiosks that offer shoppers an opportunity to create their own products and content, creating a more experience-driven purchase that invites shoppers into the design process, allowing them to create an extension of themselves that ties them to the brand.
Within its app CONFIRMED, street and activewear brand Adidas offers fans exclusive access to product drops and content from its community of designers and influencers. To ensure consumers are able to safely and quickly purchase limited-edition merchandise from both internal and collaborative collections, CONFIRMED features Adidas’ most up-to-date release technology and state-of-the-art digital security.Jeep drivers can earn points for sharing their off-road adventures online
Within its Badge of Honor mobile app, Jeep is connecting with customers on their off-roading adventures. Designed to act as a game, Jeep owners collect badges within the app as they check into new trials, share vehicle information and post pictures within the app of their Jeep in action. Based on direct customers feedback, Jeep was able to update the mobile experience to include new trials and improve overall app functionality. Now, Jeep owners can leave trial reviews and tips for follow owners directly in the app.Lingerie startup's 'Creators' platform offers customers the chance to join a community of influencers
To encourage genuine fans and customers to become influencers for its brand, lingerie startup Adore Me created its self-serve platform, Creators, where interested parties can sign up by submitting their contact information and social media profile links. Once selected, influencers sign up to participate in campaigns, for which they receive Adore Me product vouchers worth between $150 and $500 to use in the campaign. Adore Me provides each influencer overarching themes to include in the post, but influencers are free to post their own caption and photos without approval.Porsche and Turo team up to allow drivers to rent cars from dedicated owners
The automaker partnered with car-sharing marketplace provider Turo to allow drivers to rent cars from top hosts who have been specially selected for their knowledge and passion as Porsche owners. The program allows prospective Porsche owners to experience the car of their dreams through an extended test drive.