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Fjällräven, a global outdoor brand, aims to improve brand awareness and increase customer engagement by introducing a new brand experience platform that integrates well with the current ecosystem of the e-commerce shop, social media platforms, and experience platform. The platform is community-driven and encourages user engagement to foster a sense of community and establish a loyal customer base.
Problem
The outdoor market is highly competitive, with many established brands and newcomers vying for market share.
Consumers are increasingly conscious of the environmental impact of their purchases.
Outdoor enthusiasts are becoming more diverse, and their preferences and needs are changing.
The rise of e-commerce has disrupted the retail industry, and outdoor brands are no exception.
The COVID-19 pandemic has caused significant disruptions to global outdoor brands, as lockdowns and travel restrictions have led to an increased demand for local outdoor adventures.
Solution
To improve brand awareness and increase customer engagement, the best approach is to introduce a new brand experience platform that integrates well with the current ecosystem of the e-commerce shop, social media platforms, and experience platform. By doing so, the brand can create a cohesive and seamless experience for customers across all touchpoints. Additionally, the brand should focus on enhancing the customer experience on the brand experience platform by introducing new features and relevant content. This can help to keep customers engaged and interested in the brand.
Moreover, it is important to build a community-driven platform that encourages users to interact with the brand. This can be achieved by creating a platform that provides customers with a sense of belonging and a space to share their experiences, feedback, and ideas. By doing so, the brand can foster a sense of community and establish a loyal customer base.
Overall, by implementing these strategies, the brand can improve its brand awareness and customer engagement, which can lead to increased sales and revenue.
Process
To ensure that relevant insights were identified, we conducted both secondary and primary research in the initial stages. The goal of this research was to gain a better understanding of the current market of outdoor brands, including competitor analysis and identification of existing data, personas, and customer journeys.
With the insights gathered from the research, we held workshops to ideate relevant features for the new brand experience platform. We focused on creating a customer-centric platform that would provide a seamless and cohesive experience for customers across all touchpoints.
The workshops were designed to leverage existing data, personas, and customer journeys to ensure that the features we ideated would be relevant to the customer, enhancing their overall experience with the brand.
Using the ideas generated from these workshops, the new platform was developed as a community-driven platform. The goal was to increase user engagement and boost brand awareness by creating a platform that encourages users to interact with the brand. We focused on building a community-driven platform that provides customers with a sense of belonging and a space to share their experiences, feedback, and ideas with others. By doing so, we fostered a sense of community and established a loyal customer base that would help to increase brand awareness over time.
The already existing brand experience platform helped us form a new community-driven platform with events, relevant product content, and additional content about the brand, particularly with regards to sustainability and brand awareness. By leveraging this platform, we were able to create a seamless and cohesive experience for our customers across all touchpoints, ensuring that they received relevant and engaging content that resonated with their interests and values.
Overall, our approach to developing the new brand experience platform was rooted in our commitment to creating a customer-centric platform that would provide a seamless and cohesive experience for customers across all touchpoints. By leveraging existing data, personas, and customer journeys, we were able to develop relevant features that would enhance the overall customer experience. By creating a community-driven platform that encourages user engagement, we were able to foster a sense of community and establish a loyal customer base that would help to increase brand awareness over time.
Next Steps
The brand experience platform is about to get even better, with new features, landing pages, and content coming in the next few weeks and months.
The commitment is to improving the user experience and providing the best possible journey for customers. In addition, more detailed customer journeys are being created to better understand users' needs and preferences. This will allow for customization of the platform to meet those needs and provide a more personalized experience.
To further strengthen the community-driven approach, an ambassador program is being launched that will enable customers to become more involved in the brand and share their experiences and feedback with others. These initiatives will help create a more engaging and personalized experience for customers. Feedback is valued and these updates will be shared as the platform continues to improve.