Harvard Business Review

AUGUST 4, 2017

Patagonia secures customer loyalty through its “Worn Wear” website, where environmentally-conscious consumers can purchase secondhand clothing at a discount and trade their own used duds for gift certificates. This includes making decisions about whether to sell online and what assortment to feature. Look for measures that matter.

Retail 8

Retail Brand Apparel Discount 8

Harvard Business Review

OCTOBER 20, 2015

In response, a growing number of experience design agencies (mine among them) are creating “experiential brand homes” like the Guinness Storehouse in Dublin — physical destinations (think of them as theme parks for the brand) that engage customers and build loyalty. They are inherently social. Start in the heart.

Brand 8

Brand Storytelling Trout Retail 8

Harvard Business Review

NOVEMBER 23, 2011

They are a place where people engage with your brand to get a stream of deals, participate in contests, see sneak previews, or receive other regular communications. The company encourages this sharing because it showcases customer loyalty, spreads new ideas about how to use Bean products, and provides customer insight.

Brand 15

Brand Retail Fashion Supply Chain 15