Co-Create Connections
How engaging in co-creation fosters deep brand connections
Explore how a leading sportswear brand embraces co-creation, inviting customers to help design its next big hit. Through collaborative voting on special editions to personalized designs, they foster deeper engagement and brand affinity. This unique approach ensures consumers feel valued, heard, and tied to the brand’s evolution.
The Story
In the ever-evolving world of sportswear, for a brand to stand out depends not only on product quality and innovative designs but on its innovation capability and connection with upcoming consumer trends.
Recognizing the value of customer insight and preferences, a sportswear brand embarked on a journey of co-creation. The process begins with the simple act of voting – letting customers have a say in special edition products’ colors, patterns, and designs.
Beyond simple and visual votes that are fun and quick, brands can mobilize their more engaged customers to share more profound insights into their needs and product usage scenarios.
For those who desire a unique touch, the brand offers the ability to personalize products tailored just for them. Continuously seeking to understand their customers, they believe that designing in tandem with them adds value. This resulted in products that are not just functional and usable but also memorable and differentiated. This inclusive strategy has yielded products that genuinely resonate with users’ wants and needs, amplifying their attachment to the brand.
The Outcomes
- Strong engagement with the brand, driving a robust brand preference.
- Amplified visibility into product preferences and customer feedback, obtained compliantly.
- Rich insights that shape design decisions for future product launches.
How it Works
- For new customers, generate an affinity card in the form of a smart token.
- Issue the smart token to new customers after a purchase transaction or as part of a simplified loyalty program registration.
- Consumers can claim their smart token with just a single click.
- The customer now owns their smart token, which is added to their (non-custodial) wallet on the zblocks platform.
- A record for the customer gets created in the brand's CRM and associated with the smart token.
- The smart token emerges as a direct channel between the consumer and the brand, facilitating direct engagements such as polls, offers, or token-gated experiences.
- Start a co-creation program for feedback for the products they already own from your brand. Issue polls and surveys via the Smart Token.
- Optionally start a co-creation program for future products, using polls and surveys to get insights into usage scenarios, general customer needs, or preferences for specific product attributes.
- Optionally sell digital versions of future products, allowing the user to customize the digital product and entitle the owner to a physical copy.
- Through consumers' voluntary data sharing (zero-party data) and the brand's observations via the smart token (first-party data), valuable insights into consumer preferences and behaviors are collected in a compliant and respectful way.
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