In a recent blog post we looked at how creating a consumer experience can help increase sales. While there are a number of ways to ensure consumers have a positive experience of what your brand has to offer, many brands have introduced a community element to help increase customer loyalty and improve the overall experience of the individuals who use their products and services.
How Peloton got ahead of the game
One such company who have found great success through doing just that is Peloton, an indoor cycling bike that connects to the internet, allowing users to join virtual classes in real time and connect with their friends, family and other members of Peloton’s online community. The sense of community in its users becomes so strong that Carolyn Tisch Bridget who works as the SVP of the brand claims their users sell more bikes than they do by encouraging their loved ones to purchase one and get involved.
Peloton also found themselves in a unique position when COVID lockdown restrictions were put in place. Their product gave people the opportunity to workout with others without having to leave their home before the pandemic started to take effect; however, lockdown really gave them an opportunity to show how good the product was. Having figured out that most people avoided using exercise bikes at home due to lack of contact with other people, Peloton products gave people the opportunity to exercise within a community during a time when contact amongst households was severely discouraged.
Building a Community
Communities ensure that customers feel ‘seen’ by the brands they are supporting in a way that feels authentic and can play a key role in converting marketing efforts into sales. While it may take time to build a database of active users, gradual growth can be great for building genuine relationships and building the trust of customers.
The beginning stages can be a little tricky. When new communities appear members can feel a little apprehensive about joining or creating conversations. One way of encouraging this ‘awkward phase’ to pass is to offer members something of value. This could include access to helpful materials, discounts or a competition.
By making your customers feel special and included, you’re encouraging their loyalty while also giving them a place to express their opinions on new developments and ideas. This of course is highly beneficial to any organisation wishing to put their customers wants and needs at the core of business decisions.