This shopper marketing & promotion guide is a product drop strategy report for business leaders at retailers and brands to leverage as they develop their own services, platforms and tools to support next-gen product launch experiences.
Placing brands at the center of culture, commerce and community, the drop has established itself as an effective brand building tool across both IRL and digital environments. As brands consider today’s retail landscape, where omnichannel and cross-world shopping have become mainstream behaviors, the role of the drop has taken on new importance in helping to not only differentiate brand experiences but also establish an ongoing value exchange with consumers.
Within this report, PSFK researchers have identified six product launch strategies for retailers and brands to leverage as they develop their own services, platforms and tools to support next-gen product releases. Supported by best-in-class examples of innovation from the marketplace, understand how leaders are tapping into cross-channel activations to engage consumers, sell products and ultimately build loyalty.
For this guide, PSFK iQ researchers have identified six product drop strategies for retailers and brands to leverage as they develop their own services, platforms and tools to support next-gen drop experiences. The analysis is supported by best-in-class examples of innovation from fashion brands, luxury brands and other streetwear brands in the marketplace. Business decision makers will understand how leaders are tapping into cross-channel activations to engage consumers, sell products and ultimately build loyalty.
This marketing strategy report provides:
This research paper was developed by the same PSFK research department that since 2004 has provided trends-led innovation consulting advice to Apple, BMW, Facebook/Meta, Google, Microsoft, Samsung and Volkswagen
In an effort to drive hype around newly launched or limited edition products while simultaneously expanding access to a wider audience, companies are replicating the product drop experience in the virtual world. Within these activations, logged-in shoppers have the opportunity to be the first to learn about and buy exclusive digital and physical goods, as well as socialize with fellow fans, influencers and brand representatives. In addition to driving sales, this approach has the added...Dedicated Drop Channels
Rather than taking a one-off approach to product drops, retailers and brands are creating dedicated platforms and channels to host drop parties, events and social occasions on an ongoing basis. Moving the drop experience beyond a microsite or short-lived activation, these spaces, where drops can be spaced out and promise a continuously updated selection, allow brands to connect with their fans and consumers through livestreams, invite consumers to participate in events, and feature additional limited-edition...The Drop Concierge
Layering the type of 1:1 support typical of luxury retailers into the drop experience, brands and solution providers are developing tools and services that are able to act on behalf of consumers. From dedicated stylists, to payment infrastructure providers and bot creators, consumers are embracing a new type of service provider - both human and digital - to source hard to find items, complete transactions, and provide a more convenient overall experience.
“Cook group” servers on Discord are helping sneakerheads “cop the best drops” and increasingly dictating the realities of the multi-billion dollar streetwear resale market.MoonPay's Concierge Service Helps Members Purchase NFTs
Fintech company MoonPay offers a "crypto concierge service" that handles the sourcing and purchasing of digital collectables and blockchain-based assets for users.Adidas NFT Drop Promises Access To IRL Goods