In the high-value online retail category, there’s no winning without loyalty. But without an exclusive buying experience, there is no online category. How do we solve this?
Category : Retail Consumer
Challenge:
The initiative is an important one to the global athletic brand, as each new club signup represents a huge increase in customer interaction, leading to greater advocacy and global sales.
Insight:
Customers are tired of the monotony of online retail, and miss personalized sales experiences. To up their loyalty cred, HIDDEN would have to build a unique and differentiated retail experience not shared with the regular retail platform. This should be a membership platform that rewards customers with unique, exclusive experiences instead of useless points—making it a true “club feeling”.
Solution:
Re-imaging an exclusive club - we launched a personalised shopper experience, which sought to move away from commoditized programs hinging on repeat purchases and into engagements centered around personalised content, early product access and digital+human support.
We conceived and created a seamless end-to-end solution that bridged the gap between retail and digital. Once someone engaged with the solution, they were treated as ‘club members’ with a concierge approach both digitally + human supported. The more they engage, the more exclusive offers they get, opening the door to more VIP perks and experiences. Representing a win-win for HIDDEN in the previously under-penetrated high-value goods category.