Retailers are using new digital products and services to build accessible brand communities from the home out. This drives brand loyalty by connecting like-minded people on shared interests, while fostering a deeper connection between individuals and their favourite brands.
Athleisure brand Lululemon acquires fitness company Mirror, enabling customers to create a Lululemon fitness studio in their home, by connecting with brand ambassadors live or on-demand. The L’Oréal Group have created online beauty communities through digital live-stream shopping events. Walmart is launching a virtual summer camp on its app to provide educational and entertainment content for families.
Retail
Lululemon acquires fitness brand Mirror for $500m
Uber to acquire US food delivery competitor Postmates
The L’Oréal Group have launched livestream shopping in the US
Asda has partnered with Medicspot to provide in-store GP video consultations
Superdrug has partnered with My Online Therapy to offer expert mental health services
IKEA has unveiled a new showroom in Poland called ‘Home of Tomorrow’, featuring sustainable design solutions
Hospitality
Virgin Money has launched a socially distanced outdoor music venue in Newcastle, UK
Car manufacturer Volkswagen has acquired travel platform Voya
Walmart will host a virtual summer camp and turn 160 of its car parks into drive-in cinemas
Fitness brand 1Rebel has unveiled social distancing plans for its fitness spaces
Campaigns
M&S is relaunching its Sparks loyalty scheme as an app-based digital first service
Burberry launches a new campaign featuring CGI models, alongside its third video game
Vogue’s August cover reconnects people to nature
Initiatives
Boohoo to investigate into its UK supplier after slave labour claims
Shangri-La hotel group will donate linen to NGOs, to upcycle into masks
Image courtesy of Unsplash
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