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Influences & Influencers
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Nike Training Club
© Nike
Tapping into Consumer Communities
Edutainment retailing isn’t just about reaching out
to individuals. By inspiring entire communities of
consumers, retailers can infiltrate core groups of
like-minded shoppers, spreading brand allegiance
at speed.
Sporting communities are especially
responsive. In-store classes and out-of-store
training sessions are shifting the traditional brand/
consumer relationship to a new student/teacher
dynamic – boosting brand trust, credibility and
consumers’ reasons to return.
•
In January 2013, Nike opened its first Nike
Training Club (NTC) in Chicago, a hybrid
space – part sales, part education – offering
selected women’s products on the first floor
and free daily barre, yoga and boot camp
classes on the second.
•
US activewear brand Lululemon, well-known
for being the first to offer yoga classes
in-store, has also raised its game with the
announcement of its own half-marathon in
August 2013, called Seawheeze. Dedicated
trainers will run daily training sessions at
stores in the lead-up to the race, and following
race day.
•
Arts and crafts enthusiasts are another
community ripe for edutainment intervention.
London department store Liberty’s 2012-13
sewing school – a scheme that not only taps
into an existing community but has helped to
establish a more localised one – is currently
offering consumers specialist knitting and
sewing workshops.
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Redefine
Consum r Engagement