![[New Report] Growing The Value Of Customer Communities](https://cdn.blogarama.com/images/posts_thumbs_site_id/1312/131217-2877457732.jpg "[New Report] Growing The Value Of Customer Communities")
Looking across products, services and experiences, consumer choice and access is constantly reaching a new pinnacle, creating an omniplatform and omnibrand shopper mindset. Across today’s expansive digital landscape, conversations around community–not just membership but active participation on behalf of consumers–is one strategy organizations are exploring as a means to not only stand out but earn long-term affinity. To build the type of community that goes beyond points systems and one-off discounted purchases, businesses are testing ideas around how to better involve consumers in the decision making process, provide more dynamic rewards and create a more equitable value exchange between consumer and retailer.
To activate their communities, organizations are involving them from the ground up, treating fan-based chat groups and forums as sounding boards for product development and spaces to discover new opportunities to act on. Further, with the proliferation of DAOs and community-owned organizations, consumers are recognizing the power of community stakeholders, and the access those memberships provide in terms of perks, profit and decision making opportunities. Meanwhile, cryptocurrencies, digital wallets and more defined use cases for NFTs have inspired organizations to explore the idea of ownership as access and how that can elevate their loyalty program by attaching exclusive perks, amplified services and limited edition experiences around a token-based buy-in model. Looking ahead, as brands, event planners, performers and creators look to generate ongoing excitement and build on long-term relationships, there is also an opportunity to explore the idea of digital souvenirs, connecting one-time events, product drops, or membership sign-ups to the promise of future experiences and exclusive access.
In this research report, the PSFK iQ research team explores the strategies retailers, brands and organizations can apply to meet their members with added value, activate their communities, and ultimately drive ongoing business success.
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