{"id":8453,"date":"2020-07-16T11:48:06","date_gmt":"2020-07-16T06:18:06","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=8453"},"modified":"2023-10-19T16:27:57","modified_gmt":"2023-10-19T10:57:57","slug":"how-brands-are-future-proofing-their-community-with-technology","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/retail-trends\/how-brands-are-future-proofing-their-community-with-technology\/","title":{"rendered":"How Brands Are Future-Proofing Their Community With Technology"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2e7dd139bbb\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2e7dd139bbb\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/how-brands-are-future-proofing-their-community-with-technology\/#consumer-and-community\" title=\"Consumer and Community\">Consumer and Community<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/how-brands-are-future-proofing-their-community-with-technology\/#community-building-via-technology\" title=\"Community Building Via Technology\">Community Building Via Technology<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/how-brands-are-future-proofing-their-community-with-technology\/#squad-shopping-live-streams-and-data\" title=\"Squad Shopping, Live Streams and Data\">Squad Shopping, Live Streams and Data<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/how-brands-are-future-proofing-their-community-with-technology\/#during-this-time-brands-can-utilize-technology-efficiently-to-build-a-strong-loyal-community-that-can-outlast-the-pandemic\" title=\"During this time, brands can utilize technology efficiently to build a strong, loyal community that can outlast the pandemic.&nbsp;\">During this time, brands can utilize technology efficiently to build a strong, loyal community that can outlast the pandemic.&nbsp;<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/how-brands-are-future-proofing-their-community-with-technology\/#related-articles\" title=\"Related Articles:\">Related Articles:<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>\n<p>19+ million users of Depop are finding new ways to keep themselves engaged. Lois, a young buyer &amp; seller, creates upcycled pieces with football scarves and photographs them using a camera mounted atop a stack of books. She took to Instagram to share these lockdown tips and tricks with Depop&#8217;s 626 K Instagram followers.&nbsp;<\/p>\n\n\n\n<p>The peer-to-peer shopping platform engages with its Gen Z-dominated community by sharing clips of \u2018Day In The Life\u2019 of sellers like Lois. Depop also publishes interviews with the creatives, hosts stay-at-home sessions, and highlights buyers\u2019 thrift finds. <\/p>\n\n\n\n<p>Pre-COVID, these sessions existed in a blended space \u2014 offline popup events and so forth. Post-COVID, the Depop community experience has become digital-first-and-only.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-instagram wp-block-embed-instagram\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.instagram.com\/p\/CCJWjkrpfmp\/\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"consumer-and-community\"><\/span><strong>Consumer and Community<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Gen Z-focused brands like Depop, thredUP, Lululemon, and Supreme are scaling dizzying heights of success by investing in their community. ThredUp, for example, registered a healthy 20% growth during the COVID retail slump and May 2020\u2019s new visits broke all records. This tactic worked well primarily because the young generation craves collaborative spaces that are open, inclusive, real, diverse, and relatable, as <a rel=\"noreferrer noopener\" href=\"https:\/\/www.businessoffashion.com\/articles\/sponsored-feature\/afterpay-report-gen-z-retail-emerging-consumer-behaviour\" target=\"_blank\">revealed<\/a> in Afterpay\u2019s Gen Z report. Direct-to-consumer model\u2019s exponential growth during the pandemic was also fuelled by Gen Z\u2019s interest in community commerce.&nbsp;<\/p>\n\n\n\n<p>With Instagram <a rel=\"noreferrer noopener\" href=\"https:\/\/techcrunch.com\/2020\/07\/07\/instagram-swaps-out-its-activity-tab-for-shop-in-new-global-test\/\" target=\"_blank\">launching<\/a> its new \u2018Shop\u2019 feature that allows users to buy without leaving the app, the role of a brand community and consumers-turned-micro-influencers will get bigger and better. This unique IG social shopping experience is already live on Sephora.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-instagram wp-block-embed-instagram\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.instagram.com\/p\/CB0xxVPFKZ4\/\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"community-building-via-technology\"><\/span><strong>Community<\/strong> Building Via Technology<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Social media channels like Instagram offer a front-row seat to Gen Z who want to actively participate in the evolution of experiential marketing in retail. Technology, on the other hand, can tailor community experiences for young consumers who prefer private backstage.&nbsp;<\/p>\n\n\n\n<p>Brands like Coach, Urban Outfitters, and Madhappy are experimenting with mobile messaging to connect with consumers who are a part of private groups and micro-communities on social media \u2014 the ones who respond better to personalized DMs over tags on a public post. A <a rel=\"noreferrer noopener\" href=\"https:\/\/hbr.org\/2020\/02\/the-era-of-antisocial-social-media\" target=\"_blank\">survey<\/a> backed this notion when it revealed that 60% of respondents felt comfortable sharing their views on private groups.&nbsp;<\/p>\n\n\n\n<p>Personalized text messaging platforms like Attentive are able to help brands reach these consumers through behaviour-targeted texts. Besides personalizing the community experience, this option is also economical and more effective in comparison to other community building strategies.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"squad-shopping-live-streams-and-data\"><\/span><strong>Squad Shopping, Live Streams and Data<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>In addition to facilitating targeted reach, tech businesses are also helping retailers personalize shopping and community via new-age retail concepts such as squad shopping and live streaming.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-instagram wp-block-embed-instagram\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.instagram.com\/p\/B_gMemLHOHg\/\n<\/div><\/figure>\n\n\n\n<p>Squadded Shopping Party, a social platform created by former L\u2019Or\u00e9al brand manager Elysa Kahn, enables its users to shop online with their friends just with a browser extension. Squad shopping is the missing piece of the online retail puzzle, Kahn <a rel=\"noreferrer noopener\" href=\"https:\/\/www.voguebusiness.com\/consumers\/the-rise-of-squad-shopping-online-with-friends\" target=\"_blank\">believes<\/a>. This is particularly relevant to Neilsen\u2019s finding that 92% of people trust recommendations from friends and family over advertising.<\/p>\n\n\n\n<p>The adoption rate of shoppable live streams, another successful community commerce strategy straight from Asia, rapidly increased in the pandemic. When integrated on the website, these community-engaging tech tools can provide valuable information about the big shifts in consumer behaviour. <\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"during-this-time-brands-can-utilize-technology-efficiently-to-build-a-strong-loyal-community-that-can-outlast-the-pandemic\"><\/span>During this time, brands can utilize technology efficiently to build a strong, loyal community that can outlast the pandemic.&nbsp;<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"related-articles\"><\/span><strong>Related Articles:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><a href=\"https:\/\/www.vue.ai\/blog\/vuetag\/product-data-management\/\" target=\"_blank\" rel=\"noreferrer noopener\">Here\u2019s An Efficient Way To Manage Product Data<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.vue.ai\/blog\/ai-in-retail\/d2c-ecommerce-success\/\" target=\"_blank\" rel=\"noreferrer noopener\">D2C: Retailers Find Success With The Direct-to-Consumer Model<\/a><\/p>\n\n\n\n<p><a href=\"https:\/\/www.vue.ai\/blog\/fashion\/thredup-2020-resale-report-trends\/\" target=\"_blank\" rel=\"noreferrer noopener\">7 Things We Learned From The ThredUP 2020 Resale Report<\/a><\/p>\n\n\n\n<p><strong>Read more about<\/strong><a href=\"https:\/\/www.vue.ai\/products\/outfit-recommendations\/\"><strong> Outfit Recommendation<\/strong><\/a><strong> Solution<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">2<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> 19+ million users of Depop are finding new ways to keep themselves engaged. Lois, a young buyer &amp; seller, creates upcycled pieces with football scarves and photographs them using a camera mounted atop a stack of books. She took to Instagram to share these lockdown tips and tricks with Depop&#8217;s 626 K Instagram followers.&nbsp; The  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":8460,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1523,1161],"tags":[783,777,779,782,458,778,284,537,776,23,247,197,195,549,48,671,775,205],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Brands Are Future-Proofing Their Community With Tech | Vue.ai Blog<\/title>\n<meta name=\"description\" content=\"Gen Z-focussed brands like Depop, thredUP, Lululemon, and Supreme scaled dizzy heights of success by investing in community-building strategies online.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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