Feeling a day late for the innovation party?
Not to worry; we have you covered. Here are eight strategies that will benefit your enterprise.
Foster Community with Shared Memories and Stories
A long time ago, in a boardroom far, far away, a Target leader must have fondly remembered space adventures gone by. In addition to hosting a “Shop the Force” event to promote Lucasfilm’s “Star Wars: Episode VII — The Force Awakens,” with toys, apparel, and other items related to the film starting at midnight on September 4. The retailer offered a “Share the Force” experience both online and in stores.
In stores, consumers were given the opportunity to enjoy photo ops, giveaways, and demos of Star Wars toys.
Online at SharetheForce.com, those consumers were able to turn memories into “holograms” among the stars. The collected memories will eventually be archived at Lucasfilm. It is a place, as Darth Vader might say, we can all meet again, at last.
Try finding ways to bring your customers together. Building a brand community can supercharge your growth and make it harder for your competitors to take market share from your brand.
Join Product, Lifestyle, and Experience
Warby Parker, a designer eyewear brand, encouraged consumers to “enjoy the ride” of the season by downloading a map of must-see destinations across the United States, along with a Spotify music playlist.
Naturally woven throughout were the hottest styles in sunglasses.
Warby Parker was named Fast Company’s Most Innovative Company of 2015, commended for being the first great made-on-the-Internet brand — so a road trip or two may well be in order.
Show Appreciation
Barbara Bradley Baekgaard, co-founder and chief creative officer of Vera Bradley, has maintained a personal touch throughout the handbag, luggage, and accessories retailer’s impressive growth to $509 million in annual sales.
She recently told Fortune, “My father always said, ‘In business, you sell yourself first, your company second, and the product third,’ and he was right. Business is all about forming relationships and having a company that reflects your values.”
When the company first started, the leadership would put $50 in employee’s’ birthday cards and instructed, “This has to be spent on you.”
“Finance asks every year if we can just put the money in people’s paychecks, and I say no,” she said. “When you have found money in cash, it’s just more meaningful.”
Try showing appreciation to your people and watch appreciation becomes part of your company culture. Little gestures can go a long way in helping people around you feel valued and appreciated.
Give Associates an Insider’s View
Kohl’s hosted a question-and-answer session with designer Vera Wang, who visited the retailer’s new Innovation Center. Associates in IT, store design, purchasing, and supply chain operations had the chance to interact with Wang and Kevin Mansell, Kohl’s chairman, president, and CEO.
The event, which Kohl’s called an opportunity to learn from the industry’s top talent, is part of Kohl’s multiyear Greatness Agenda strategy, which has “Winning Teams” as one of the core components.
What are some fun ways you can bring industry experts and your teams together?
Shake Up Perceptions
As an upscale retailer well entrenched in successful marketing initiatives, Nordstrom would be forgiven for playing it safe, particularly when new technology is concerned. To promote its summer sale, Nordstrom took to the roof with a 3D installation, mimicking its Leith leopard-print body dress as part of one giant Instagram post.
This type of comprehensive social media campaign may not have resonated with its typical affluent customer, but Nordstrom is laying the groundwork to develop the next generation of shoppers.
How can you shake up the perception of your brand in the marketplace?
Build Lasting Relationships through Innovative Memberships
At their best, neighborhood coffee shops are all about community and the chance to see familiar faces over a steaming hot cup o’ joe.
Greenwich Village’s Fair Folks & a Goat is based on a subscription model: $35 a month gets members as many coffees, teas, and lemonades as they desire.
Try creating a membership program for your business where consumers feel a sense of inclusion, and receive relevant rewards.
Take Advantage of Cutting-Edge Technology
Maybe it’s time for the Internet of Things to move to the storefront.
London’s The Dandy Lab has done just that. The storefront was originally designed as a home for small independent British fashion designers, and while that is still at the base of the products, technology is used to drive sales.
Because people like a good story with their purchases, a customer can pick up a product, place it on a near-field communication terminal, and see more about the brand on a large flat screen.
Craft an Experience — and Listen for Cues
Step into an Alton Lane showroom and you might find yourself casually having a drink and an engaging conversation about your hobbies.
The premium tailored apparel retailer is creating a bit of a revolution in bespoke menswear, attempting to know its customers well enough to create “the best experience possible,” according to CEO and co-founder Colin Hunter. “We want our team to be observant hosts and hostesses, so we try to pick up on the small cues that naturally come up in conversation.”