Community Decoded: 5 Tactics from Little Red Book, China's Social Commerce Giant
Little Red Book (or RED) is China's biggest social commerce app, with over 6,000 brands selling on the platform (including many international brands).
Everything RED does fits its 3 C strategy: "Commerce, Content and Community". To differentiate from its many competitors, they prioritize the social aspect of their app over commerce.
Unsurprisingly, their approach to UGC is one of the very best in the industry. So I was excited to dig into this one and find 5 tactics to share with you.
Continue Reading →6 Predictions for Retail and Community in 2021
It's an understatement to say the world looked very different when I made last year's list.
If I was expecting an overall acceleration of community projects, I thought historical brands would likely have delayed adoption. Then, the pandemic struck and the industry turned upside down. Brands lost direct access to customers and we started shopping online more than ever before.
The result? A rush to community as advocacy and loyalty became a priority to many.
After an unpredictable year, here’s what I think 2021 holds for us:
Continue Reading →TokyWoky and Superdrug win Best Customer Insights Strategy
I'm happy to announce we won "Best Customer Insights Strategy" with Superdrug at the 2021 Modern Retail Awards!
Just a few months after winning "Best Community Hub" at the Glossy Awards, we're especially grateful to highlight how community insights can inform teams across the organization, helping brands like Superdrug adapt to a difficult year.
Continue Reading →Community Decoded: How Outdoor Voices Builds a Community-First Brand
Outdoor Voices is part of a new generation of Direct-To-Consumer brands that puts building a brand community at the core of its strategy. The goal is twofold : increase customer loyalty and accelerate growth through brand advocacy.
Continue Reading →Community Decoded: How LEGO Builds on Superfans and Existing Fan Communities
New month, some new branding for this series, and of course a new community to analyse.
Today, we're diving deep into the community strategy of the world's favorite toy brand. Read on to learn how Lego gets it right when it comes to independent fan communities, UGC challenges and co-creation.
Continue Reading →
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