The client was not only pleased to reach their target so quickly, but they also loved offering a program that fostered brand loyalty and encouraged users to spend time on their site.Kevin Troup
Commercial Account Manager
By Kevin Troup
Thanks to social media, consumers now have a way to form a reciprocal relationship with their favorite brands. Whether through tweets or Facebook comments, if brands aren’t engaging on a personal level, they are missing out on making real connections. But social media moves fast and can be considered shallow and fleeting.
Today’s consumer demands more and has less brand loyalty than previous generations. A 2013 Bain survey indicates that customers who customized a product online engaged more with the company, visited the website more frequently, stayed on the site longer and tended to be more loyal to the brand. Additionally, the reward was a tangible product with a lasting impression.
Recently, RPI entered into conversations with a Fortune 500 client looking to connect with their national consumer base. With summertime upon us, it made sense to provide a lasting gift that is currently trending with consumers of all ages – a 20 oz. reusable stainless steel & enamel water bottle. To bring excitement to this program and foster a more meaningful brand connection, it was decided that enabling customization would certainly resonate with their audience.
Consumers were given the opportunity to express their creativity by creating a unique & personal product that reflected their lifestyle, and worked within the boundaries of the brand. From the brand website, consumers were passed through to the RPI’s white labeled Creator site where they were given step-by-step instructions to create their product. The site included a wide assortment of background art, images, phrases, and textures for the consumer to choose from. Immediately upon order submission, their personalized water bottle moved into production and soon shipped to their destination of choice.
Our client had the expectation of shipping 66,000 items to consumers. RPI, using our trend knowledge and experience, knew this quantity would be easily met. We received over 25,000 orders within the first 5 days of the program, confirming to us that the program would be a smashing success. We reached the target of 66,000 within 8 weeks of launching the program.
The client was not only pleased to reach their target so quickly, but they also loved offering a program that fostered brand loyalty and encouraged users to spend time on their site. Our client leveraged this stickiness to try to promote and cross-sell other products for the duration of this promotion.
Helping brands make real connections to their customers is what we do. We’d love the opportunity to put a program together for you.