Speedread
Brands focus on upgrading customers to ‘member’ status

We’ve hit the next chapter of brand loyalty as businesses double down on differentiated and involving strategies. More brands are dialling up on incentives that entice customers to join up and access members-only perks in a bid to drive and form loyal brand communities that tap into people's desire to belong to something bigger, for better.

Walmart will launch a new subscription service to compete with Amazon Prime. Members will receive incentives to join such as same-day grocery delivery, early access of product launches and special discounts and promotions.

Nike has launched a new digital-focused store concept in China called Nike Rise. The concept store focuses on a ‘members-first’ approach, creating a personalised customer journey that connects people to sports and the local community. A new feature on the Nike app gives members access to in-store workshops, events and localised workout inspiration.

 

Retail

Nike has unveiled a new concept store, Nike Rise

Trainer brand Veja has opened a ‘Test Hub’ to repair and recycle shoes

AR virtual mirror company Sweet Fit is integrating My Size measurement technology into its mirrors to aid product selection

Walmart is competing with Amazon Prime on a new subscription service, Walmart +

Lidl re-introduces loose fresh bakery items to stores

H&M will close 170 stores worldwide

 

Hospitality

Leyeju Smart Hotels offer a contactless hotel experience for guests

citizenM unveils a new app that enables contactless stays

The ‘Eat Out To Help Out’ Scheme aims to rescue the restaurant industry in the UK

Co-working company WeWork is on track for a positive cash flow in 2021

Barbados is launching a new annual work visa to encourage international remote working

 

Campaigns

Klarna is encouraging sensible purchasing decisions in its new brand campaign

TGI Fridays has rebranded to Fridays

 

Initiatives

Tommy Hilfiger has launched a new platform to drive diversity in the fashion industry

Face marks will be compulsory to wear in shops in England from July 24.

 

Image courtesy of  Unsplash 

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