Insights
When we looked at the highest performers, we observed that there are five ways they’re continually reinventing themselves.
User mindset over matter
How can you be sure that the product you’re developing is going to solve that unmet need? Data is the most valuable resource and the key driver of growth and change for businesses today. Those industry leaders outperforming in the relevance stakes have shifted from a customer to a user-mindset in order to obtain it.
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For Nike, it’s no longer about treating customers as buyers but more about curating a community for users to not only build stronger relationships but to collect that all-important data that provides the insight needed to design products and services that people will genuinely value and actually want.
For Nike, it’s no longer about treating customers as buyers but more about curating a community for users to not only build stronger relationships but to collect that all-important data that provides the insight needed to design products and services that people will genuinely value and actually want.
LEGO is successfully tapping into the power of users in innovative, creative and community-led ways. The LEGO Ideas forum, for instance, is where users can voice ideas for new products; and the more ideas and data that is collected from these communities, the more scope LEGO has to improve and develop other potential revenue opportunities.
LEGO is successfully tapping into the power of users in innovative, creative and community-led ways. The LEGO Ideas forum, for instance, is where users can voice ideas for new products; and the more ideas and data that is collected from these communities, the more scope LEGO has to improve and develop other potential revenue opportunities.
Rethinking value exchange
For a long time, customers felt like brands were benefitting more than they were, as many failed to deliver value beyond the transactional relationship. However, we now see more swapping rich data in order to connect with each customer at a deeper and more intimate level. More personal, more welcomed, more trusted.
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Spotify is providing the soundtrack to our lives by curating music we didn’t know we loved and finding new ways to bring it closer.
Spotify is providing the soundtrack to our lives by curating music we didn’t know we loved and finding new ways to bring it closer.
Recommending movies and TV shows it thinks you’ll like, by seeing the customer as an individual is not only enhancing the customer experience Netflix provides, it’s also earning the trust of their customers that the information they are sharing is being used in a way that benefits them.
Recommending movies and TV shows it thinks you’ll like, by seeing the customer as an individual is not only enhancing the customer experience Netflix provides, it’s also earning the trust of their customers that the information they are sharing is being used in a way that benefits them.
Home-grown brands are falling behind
While some of the country’s leading brands are well-known and highly regarded, this year’s results show that many are falling behind their international counterparts. In the UK we’ve been slow to adapt and adopt, particularly when it comes to technology-related aspects for the benefit of the consumer and brand experience. And there is only a small set of British brands that UK customers feel are driving us into the future.
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With its replication of in-store trying-and-buying behaviour, ASOS has clearly proved that for brands that commit to innovation, there is a real opportunity to stand out from the pack.
With its replication of in-store trying-and-buying behaviour, ASOS has clearly proved that for brands that commit to innovation, there is a real opportunity to stand out from the pack.
Space age dust-busting is now fundamental to solving the frustrations in people’s daily lives! Despite the overwhelming success of the original vacuum cleaner, Dyson has continued to look for inspiration and design new, cutting-edge products to meet our needs.
Space age dust-busting is now fundamental to solving the frustrations in people’s daily lives! Despite the overwhelming success of the original vacuum cleaner, Dyson has continued to look for inspiration and design new, cutting-edge products to meet our needs.
The power of purpose
Consumers don’t just look for good products anymore. Those brands capturing the bold change they seek to create in the world, do so through defining their purpose and applying this to their products, marketing and customer experience. It’s no surprise that brands with conviction are becoming more powerful, influential and relevant than ever.
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Lush, famed for its rather odoriferous stores, has become more than just a consumer brand loved by younger shoppers purchasing bath bombs. What is resonating with consumers is the fact that it shares the same values as its customers, championing animal welfare, human rights and other pertinent social issues.
Lush, famed for its rather odoriferous stores, has become more than just a consumer brand loved by younger shoppers purchasing bath bombs. What is resonating with consumers is the fact that it shares the same values as its customers, championing animal welfare, human rights and other pertinent social issues.
In the past year, we’ve seen Ikea operationalising its ‘create a better everyday life for the many people’ Purpose, from more sustainable packaging and a commitment to divert landfill, to investment in staff and communities locally, the breadth of their built-in Purpose enables the business to tell compelling stories in a way that builds genuine warmth, credibility and brand loyalty with consumers.
In the past year, we’ve seen Ikea operationalising its ‘create a better everyday life for the many people’ Purpose, from more sustainable packaging and a commitment to divert landfill, to investment in staff and communities locally, the breadth of their built-in Purpose enables the business to tell compelling stories in a way that builds genuine warmth, credibility and brand loyalty with consumers.
THE BIGGEST MOVERS IN THE UK
FROM 2017 TO 2018
HOW CAN YOU DRIVE GROWTH AND BECOME RELENTLESSLY RELEVANT?
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