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UNDERSTAND TODAY. SHAPE TOMORROW.
A collection of best practices of how brands collaborate to meet
emerging customer expec...
UNDERSTAND TODAY. SHAPE TOMORROW.
Welcome to the latest edition of our Snapshot. In this edition, we will
demonstrate how ...
WHY COLLABORATIONS?
In order to stay competitive and react to fast changing consumer needs,
collaborations are a good opti...
We understand collaboration as the process of pooling knowledge, resources
and relationships together for the sake of purs...
CONTENT.
UNDERSTAND TODAY. SHAPE TOMORROW.
enhancing the product &
service experience for users
Product & Service
Experien...
CUSTOMER SEGMENT
Expanding a companies existing customer segments or activity fields
UNDERSTAND TODAY. SHAPE TOMORROW. 6
LH...
UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATIONS
7
CUSTOMER
SEGMENT:
When planning on establishing new
customer segments, co...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Nike Collaborates with
Sacai To Become More
Fashionable
In a match made in athlei...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Spotify Reaches New
Customers On Tinder:
It’s a Match!
Users of the dating app Ti...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Pepsi Together With
iHeart Media Wants To
Target Millennials With
Music Hub
The m...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Amazon Integrates
Comcast Services To
Reach New Customers
Amazon offers TV-and-In...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Traveler Magazine and
Pitchfork Launch a
'Musical Magazine’
Condé Nast Traveler a...
PRODUCT & SERVICE
EXPERIENCE
Enhancing the product & service experience through smart collaborations
UNDERSTAND TODAY. SHA...
UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATIONS
14
PRODUCT &
SERVICE
EXPERIENCE:
Product and service experiences are gettin...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
PRODUCT & SERVICE EXPERIENCE
Audi & DHL Offer
Convenient In-Trunk
Deliveries
Audi...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Emirates Recommends
Vacation Destinations
Based on Your Music
Preferences
Emirate...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
PRODUCT & SERVICE EXPERIENCE
MasterCard Enhances
Convenience With
Apple Pay Colla...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
PRODUCT & SERVICE EXPERIENCE
Google & Levis Create
A Connected Jacket For
Cyclist...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Play Your Own Music
During Your Uber Ride
Car hiring service Uber, already "every...
CUSTOMER LOYALTY
Strengthening customer loyalty beyond core product or service offerings
UNDERSTAND TODAY. SHAPE TOMORROW....
UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATIONS
21
CUSTOMER
LOYALTY:
Collaborations offer a perfect possibility to
cultivat...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
CUSTOMER LOYALTY
Visa & Uber Launch
Local Offers Rewards
Program
Uber & Visa have...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Nike Invites For A Big
Night Out With Boiler
Room
Boiler Room and Nike Football X...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Whirlpool Integrates
Amazon Dash For Easy
Detergent Reorder
Whirlpool's home appl...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Lufthansa Offers
Incentives to Use Car-
Sharing Service
The airline is adding ano...
UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Heineken Matches
European Soccer Fans
With New York Bars
The rising popularity of...
SUMMARY & LEARNINGS
UNDERSTAND TODAY. SHAPE TOMORROW. 27
LHBS // SNAPSHOT: COLLABORATIONS
UNDERSTAND TODAY. SHAPE TOMORROW.
IMPLICATIONS
28
SUMMARY &
LEARNINGS:
one Collaborations are a powerful
marketing tool to...
UNDERSTAND TODAY. SHAPE TOMORROW.
Discover
ABOUT
LHBS Define Develop Deliver
LHBS is a marketing & innovation firm with offic...
UNDERSTAND TODAY. SHAPE TOMORROW.
INSPIRATION
-HUB
INSPIRATION-HUB
30
This Snapshot is powered by the LHBS Inspiration-Hub...
Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 

LHBS Consulting Berlin Gmb...
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Snapshot: Collaborations

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Welcome to the latest edition of our Snapshot. In this edition, we will demonstrate how collaborations help businesses to stay on top of the game and generate more sales and stay relevant for their customers.

The report is divided into three parts:
Expanding Customer Segments- Collaborations are launched to expand existing customer segments and open up promising industry segments.
Enhancing Product & Service Experience - Enhancing the product and service experience in order to engage existing customers even more and tie them stronger to the brand.
Cultivating Existing Relationships- Enhancing customer satisfaction beyond core offerings to strengthen customer loyalty.

Publié dans : Marketing
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Snapshot: Collaborations

  1. 1. UNDERSTAND TODAY. SHAPE TOMORROW. A collection of best practices of how brands collaborate to meet emerging customer expectations. SNAPSHOT: COLLABORATIONS LHBS // SNAPSHOT: COLLABORATIONS 1
  2. 2. UNDERSTAND TODAY. SHAPE TOMORROW. Welcome to the latest edition of our Snapshot. In this edition, we will demonstrate how collaborations help businesses to stay on top of the game and generate more sales and stay relevant for their customers. The report is divided into three parts: - Expanding Customer Segments- Collaborations are launched to expand existing customer segments and open up promising industry segments. - Enhancing Product & Service Experience - Enhancing the product and service experience in order to engage existing customers even more and tie them stronger to the brand. - Cultivating Existing Relationships- Enhancing customer satisfaction beyond core offerings to strengthen customer loyalty. ABOUT THE SNAPSHOT. This is a collection of cases and signs related to collaborations of businesses from different industries. This Snapshot has been created with the help of LHBS Inspiration- Hub. The LHBS Inspiration-Hub is a digital platform that brings customized insights and inspiration to the heart of your organization. It is a digital platform that tracks changes in people, markets and technology. LHBS Inspiration-Hub INTRODUCTION 2 INTRO DUCTION. LHBS // SNAPSHOT: COLLABORATIONS
  3. 3. WHY COLLABORATIONS? In order to stay competitive and react to fast changing consumer needs, collaborations are a good option for companies to innovate fast and efficient. UNDERSTAND TODAY. SHAPE TOMORROW. 3 LHBS // SNAPSHOT: COLLABORATIONS
  4. 4. We understand collaboration as the process of pooling knowledge, resources and relationships together for the sake of pursuing shared aims. This could be the expansion of current customer segments, the enhancement of the product & service experience or to strengthen customer loyalty. The advantages of collaborations are manifold. It allows among other things to: • Complement expertise from different fields • Maximise synergies (e.g. usage of existing infrastructure) • Benefit from the image of each others brands • Open up opportunities that normally would be beyond individual reach UNDERSTAND TODAY. SHAPE TOMORROW. 4 WHAT IS HAPPENINGLHBS // SNAPSHOT: COLLABORATIONS
  5. 5. CONTENT. UNDERSTAND TODAY. SHAPE TOMORROW. enhancing the product & service experience for users Product & Service Experience Customer Loyalty expanding existing customer segments or activity fields Customer Segment 5 cultivating existing customer relationships LHBS // SNAPSHOT: COLLABORATIONS
  6. 6. CUSTOMER SEGMENT Expanding a companies existing customer segments or activity fields UNDERSTAND TODAY. SHAPE TOMORROW. 6 LHBS // SNAPSHOT: COLLABORATIONS
  7. 7. UNDERSTAND TODAY. SHAPE TOMORROW. IMPLICATIONS 7 CUSTOMER SEGMENT: When planning on establishing new customer segments, collaborations offer the opportunity to engage easily with the existing customers of each others brand. To leverage these collaborations, brands need to make sure that each others customers are complementary to their goals. Well executed it is presenting a perfect opportunity for people to interact with a product or service without having to actively search or be aware of a brands offerings beforehand. It is therefore a powerful marketing tool in reaching new and interesting segments and also entering new fields of activity. Companies from all different fields are using collaborations to enter new customer fields and expand their activities into new areas. LHBS // SNAPSHOT: COLLABORATIONS
  8. 8. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Nike Collaborates with Sacai To Become More Fashionable In a match made in athleisure heaven, Nike is collaborating on a womenswear collection with Japanese fashion label Sacai. Explore the Sign Though Nike already dominates the performance sneaker market, it is hoping to increase its fashion profile through a play for the women’s activewear market. The collaboration with Sacai hopes to develop Nike’s athleisure offerings in womenswear through the innovative pairing of unexpected elements that is the Japanese label's trademark. Chitose Abe, the founder and creative director of Sacai, is known for unique combinations of materials such as high tech fabrics with heavy wools. 8 CUSTOMER SEGMENTLHBS // SNAPSHOT: COLLABORATIONS
  9. 9. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Spotify Reaches New Customers On Tinder: It’s a Match! Users of the dating app Tinder can now also choose potential matches based on their taste in music. Explore the Sign A cooperation with streaming service Spotify lets users listen to the favorite song of other people on their profiles. It works with and without a Spotify account. Users can include their personal anthem on their Tinder profile. When connected with a Spotify account, users can also show which other artists they listen to. 9 LHBS // SNAPSHOT: COLLABORATIONS CUSTOMER SEGMENT
  10. 10. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Pepsi Together With iHeart Media Wants To Target Millennials With Music Hub The music hub will be featuring popular emerging artists and will share their stories and art. The platform is partnering with Shazam, MTV and iHeartMedia. Explore the Sign Pepsi especially tries to appeal to millennials and is focusing on a mobile optimized strategy. Partnering with iHeartMedia, up-and-coming artists are featured across the platform to heighten awareness. The cooperation with Shazam will offer artist introductions and discoveries. With the mobile amplification Pepsi aims to bring people directly to its content. 10 LHBS // SNAPSHOT: COLLABORATIONS CUSTOMER SEGMENT
  11. 11. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Amazon Integrates Comcast Services To Reach New Customers Amazon offers TV-and-Internet-services bundles with a new partnership with Comcast Xfinity. Explore the Sign The e-commerce site has created the 'Amazon Cable Store,' which offers a variety of Comcast products including Internet service, Internet and TV bundles, and Triple Play offers (Internet, phone and TV).  11 LHBS // SNAPSHOT: COLLABORATIONS CUSTOMER SEGMENT
  12. 12. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Traveler Magazine and Pitchfork Launch a 'Musical Magazine’ Condé Nast Traveler and Pitchfork Media created a "musical magazine" together to reach Millennials. Explore the Sign Pitchfork curated playlists that are digitally linked to pages of the Traveler's summer issue. The issue is available on Spotify and features 32 songs for the cover story and 15 songs for each other piece. As readers click into a story, they can listen to the music simultaneously. Goal of the musical magazine is to reach Millennials on mobile devices with the help of Spotify. 12 LHBS // SNAPSHOT: COLLABORATIONS CUSTOMER SEGMENT
  13. 13. PRODUCT & SERVICE EXPERIENCE Enhancing the product & service experience through smart collaborations UNDERSTAND TODAY. SHAPE TOMORROW. 13 LHBS // SNAPSHOT: COLLABORATIONS
  14. 14. UNDERSTAND TODAY. SHAPE TOMORROW. IMPLICATIONS 14 PRODUCT & SERVICE EXPERIENCE: Product and service experiences are getting more and more important. Companies must be able to compete on this level in order to stay relevant for their customers. Collaborations offer easy integration of external services to offer additional benefits to customers and to improve their product or service experience. Sharing existing resources like infrastructure, platforms or channels leads to easier, more flexible and personalized offers. An increased product or service experience leads to higher engagement rates with the involved brands. Collaborations are often used to increase product or service experience through smooth customer journeys. LHBS // SNAPSHOT: BEAUTY & TECH
  15. 15. UNDERSTAND TODAY. SHAPE TOMORROW.Source: PRODUCT & SERVICE EXPERIENCE Audi & DHL Offer Convenient In-Trunk Deliveries Audi launches an easy-delivery service to its customers. Explore the Sign In cooperation with Amazon Prime and DHL Parcel the company wants to start offering a special logistic service. The packages ordered on Amazon would be delivered by DHL directly to a car’s trunk using a temporary authorization for keyless access to the Audi’s luggage compartment. The DHL driver would receive a digital access code for the trunk, that could be used only once and only for a specific period of time. 15 LHBS // SNAPSHOT: COLLABORATIONS
  16. 16. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Emirates Recommends Vacation Destinations Based on Your Music Preferences Emirates airline and music streaming service Spotify worked together to create the “Playlist Analyzer”, which analyzes the user’s taste in music to recommend the next holiday destination.  Explore the Sign Listeners of Blur, Red Hot Chili Peppers and Daft Punk will be recommended to go to Bangkok, for example. It is also possible to use the tool the other way around and receive a holiday song mix based on vacation destinations the user chooses. The tool is supposed to be a source of inspiration for travelers. 16 LHBS // SNAPSHOT: COLLABORATIONS PRODUCT & SERVICE EXPERIENCE
  17. 17. UNDERSTAND TODAY. SHAPE TOMORROW.Source: PRODUCT & SERVICE EXPERIENCE MasterCard Enhances Convenience With Apple Pay Collab Credit card company just teamed up with the tech giant to offer its customers Apple Pay services. Explore the Sign Clients using MasterCard can now benefit from all the functionalities of a digital wallet services offered by Apple. That means the consumers will be able to pay using their mobile devices at contactless points of sale as well as in iOS apps. The strategic move by MasterCard aims at capturing purchases that were previously done without credit. For customers the only restriction is that they would need to use Apple products (iPhones, iPads, Apple Watch) to benefit from the service. 17 LHBS // SNAPSHOT: COLLABORATIONS
  18. 18. UNDERSTAND TODAY. SHAPE TOMORROW.Source: PRODUCT & SERVICE EXPERIENCE Google & Levis Create A Connected Jacket For Cyclists Google and Levi's have teamed up to create a "connected" jacket aimed at the urban cyclist demographic. Explore the Sign Such a jacket would allow the user to answer phone calls, control their music, access navigation and more, all by swiping and tapping the jacket's sleeve. The jacket would have a USB-chargeable Jacquard tag embedded in the sleeve, along with LED, haptics, battery and a woven sensor. Early reports indicate that the jacket would interoperate with third-party services and would also be easily washable. Such a jacket could circumnavigate the difficulty most cyclists face in answering their phones during a commute. 18 LHBS // SNAPSHOT: COLLABORATIONS
  19. 19. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Play Your Own Music During Your Uber Ride Car hiring service Uber, already "everyone’s private driver," will make it possible that customers can DJ from the back seat. Explore the Sign The partnership proposes a streamlined way to making car journeys booked through Uber more pleasant, allowing Uber customers to automatically be able to listen to their own music, through Spotify, in any Uber car. The user will simply request a car via the Uber app. When the driver arrives and the Uber customer gets in, the music on the car stereo can be changed to the customer’s own Spotify playlist. The partnership hopes to offer a more personalized ride to Uber passengers, while expanding the Spotify service to Uber’s clientele in nearly 50 countries.  19 LHBS // SNAPSHOT: COLLABORATIONS PRODUCT & SERVICE EXPERIENCE
  20. 20. CUSTOMER LOYALTY Strengthening customer loyalty beyond core product or service offerings UNDERSTAND TODAY. SHAPE TOMORROW. 20 LHBS // SNAPSHOT: COLLABORATIONS
  21. 21. UNDERSTAND TODAY. SHAPE TOMORROW. IMPLICATIONS 21 CUSTOMER LOYALTY: Collaborations offer a perfect possibility to cultivate existing customer relationships by leveraging on the products or services of each other. This partnerships should be mutually beneficial for both sides, in order to make the collaboration work and useful. By offering incentives to customers to use partner offerings or combined offerings, loyalty beyond your core product can be increased. Rewarding customers for using partner brands will increase their satisfaction and thereby drive their loyalty to your brand as well. To strengthen customer loyalty it is crucial to offer additional unique and special services. LHBS // SNAPSHOT: BEAUTY & TECH
  22. 22. UNDERSTAND TODAY. SHAPE TOMORROW.Source: CUSTOMER LOYALTY Visa & Uber Launch Local Offers Rewards Program Uber & Visa have announced the launch of a new rewards program which will credit Uber users with free rides by spending at nearby businesses. Explore the Sign Called ‘Local Offers’ the system works by offering one point for each dollar spent at a business using the Visa card that’s saved in your Uber account. When a user accumulates 100 points, they'll have earned a free ride up to $10. Riders can view a list of participating places where they can earn Uber points.Visa aims to boost that spending even further, allowing local businesses to acquire new customers, increase sales, and drive loyalty, it says. 22 LHBS // SNAPSHOT: COLLABORATIONS
  23. 23. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Nike Invites For A Big Night Out With Boiler Room Boiler Room and Nike Football X collaborate for a big night out of football and music. Explore the Sign This year Nike Football X decided to further engage with their consumers and teamed up with the Boiler Room, the world’s leading community of underground music fans, to hit back to the streets - the origin of football. The event involves London’s top street footballers. Crews have been sent by both companies and teams could qualify through UK Winner Stays Final. Out of over forty crews, six will compete in the final two tournaments facing 4v4 action for a maximum 5 minutes with the winners staying in the battle. 23 LHBS // SNAPSHOT: COLLABORATIONS CUSTOMER LOYALTY
  24. 24. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Whirlpool Integrates Amazon Dash For Easy Detergent Reorder Whirlpool's home appliances will turn smart and will be soon connected to Amazon Dash service for quick replacement ordering. Explore the Sign Amazon partners with Whirlpool, who will be the first appliance company to incorporate the Dash order function directly into its new washer and dryer. Like this, supplies such washing powder and detergent will be automatically reordered through the Amazon Dash service. The appliances also come with the Whirlpool's Smart Kitchen Suite app, which integrates with services such as Nest, giving users the opportunity to steer their washing machine, oven etc. outside from home through the app.  24 LHBS // SNAPSHOT: COLLABORATIONS CUSTOMER LOYALTY
  25. 25. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Lufthansa Offers Incentives to Use Car- Sharing Service The airline is adding another service to transport customers to airports: Lufthansa Express Car-Sharing. Explore the Sign Lufthansa already offers busses, trains and even helicopters and is now going with the trend by also including a car-sharing service. The Express Car-sharing is a cooperation with car2go. Lufthansa passengers using the app can save parking fees at the airport, the car2go airport fee of up to 12€ and the standard car2go registration fee of 9€.   25 LHBS // SNAPSHOT: COLLABORATIONS CUSTOMER LOYALTY
  26. 26. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Heineken Matches European Soccer Fans With New York Bars The rising popularity of European soccer inspired Heineken for a match-finding site that allows fans to find out which bars are showing their favorite matches. Explore the Sign The program was created in partnership with Google. Fans can find out about which bars are showing matches by visiting “soccerishere.com”. The website will show a map of New York with all participating bars and which matches are shown where. Heineken found nearly 200 soccer bars in New York City and about half of them already singed up with the program. 26 LHBS // SNAPSHOT: COLLABORATIONS CUSTOMER LOYALTY
  27. 27. SUMMARY & LEARNINGS UNDERSTAND TODAY. SHAPE TOMORROW. 27 LHBS // SNAPSHOT: COLLABORATIONS
  28. 28. UNDERSTAND TODAY. SHAPE TOMORROW. IMPLICATIONS 28 SUMMARY & LEARNINGS: one Collaborations are a powerful marketing tool to reach new and interesting customer segments, increase the product experience and strengthen customer loyalty. two Collaborations should be mutually beneficial in order for both sides to leverage on creativity, experience and resources. three Looking for external partnerships and collaborations offers the opportunity for marketers to innovate quicker and create more creative solutions. four Collaborations are key to long-term business success and competitiveness. LHBS // SNAPSHOT: COLLABORATIONS
  29. 29. UNDERSTAND TODAY. SHAPE TOMORROW. Discover ABOUT LHBS Define Develop Deliver LHBS is a marketing & innovation firm with offices in Berlin & Copenhagen. We work with legacy organisations to adapt their customer value proposition to meet emerging customer expectations. Together with our clients we discover business opportunities and deliver integrated customer offers for products, services, experiences and communication. http://www.lhbs.com ABOUT UNDERSTAND TODAY. SHAPE TOMORROW. 29 LHBS // SNAPSHOT: COLLABORATIONS
  30. 30. UNDERSTAND TODAY. SHAPE TOMORROW. INSPIRATION -HUB INSPIRATION-HUB 30 This Snapshot is powered by the LHBS Inspiration-Hub. The LHBS Inspiration-Hub is a digital platform that brings customized insights and inspiration to the heart of your organization. It is a digital platform that tracks changes in people, markets and technology. https://inspiration-hub.com/ LHBS // SNAPSHOT: COLLABORATIONS
  31. 31. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
 LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 
 die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany   IMPRINT UNDERSTAND TODAY. SHAPE TOMORROW. www.lhbs.com THANK YOU 31 LHBS // SNAPSHOT: COLLABORATIONS

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