Brands must bring together their “superfans” to build a community

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 24, 2019, 4:01 AM UTC

Retailers can also harness the power of this group to collect feedback and boost revenue.

This article suggests ways in which retailers can engage their hyper-engaged customers or “superfans”. To enable these fans to form a community, retailers must provide them with a platform to do so. Lara Marrero, global retail practice leader at Gensler notes that retailers must cater to the affinity the superfans have with the brand and with each other.

The author suggests that brands can collect vital feedback from their superfans. For example, Target launched the Studio Connect app inviting select superfans to be a part of their product development process. Target used the superfan’s feedback to reduce product development time.   

Brands can also leverage the superfan community to boost revenue is by granting access though paid membership schemes. Neil Saunders, MD at GlobalData believes that customers will pay for access as long as there are “elements of surprise and delights” delivered consistently.

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