Rarity & Reward
Rarity & Reward is the focus of the penultimate chapter in Mynt’s Activewear Champions and Challengers series. It’s an interesting trend which amplifies some of the more quirky and unorthodox ways to engage with customers when designing retail environments and crafting unique online retail experiences.
Key take outs of this chapter include:
THINK IN TIERS.
Divide your brand into a series of layers to foster a sense of exclusivity; from offering access only areas to certain customers, to having to ‘earn’ products.
Borrow tricks from the streetwear market by releasing product in anticipated drops and experimenting with FOMO inducing brand activations.
Effort = reward. In the instant gratification era, effort will increasingly be equated with a premium offer. Focus on ‘earned’ engagement strategies that raise hype and leave consumers feeling rewarded.
HIDE AND SEEK.
Play hide-and-seek with your customers by creating unbranded experiences in the most unexpected places.
Never underestimate the power of play in gaining people’s attention and think of both analogue and digital executions.
MESSAGE + MEDIUM.
Often it’s how the brand message is delivered that adds to the sense of exclusivity. Consider the medium you use to communicate your brand message. Air drop, Snapchat, Instagram – even the humble text message might be the best choice.
Contact Andrew Patterson for the full report, or to find a time to get together to chat it through in more detail.