Creating an engaging and long-lasting brand is tough in today’s overcrowded attention economy. It’s no longer enough to have just a good idea or valuable product, there needs to be an engaging dialogue between the customer and the brand to generate excitement and solidify loyalty. 

Cohesive channels and considered content

P&Co’s manifesto is to create “a mindset for purposeful living”. This idea underpins its clothing aesthetic, which focuses on old school designs and Americana era backdrops, bursting with motorcycles, dusty boots and grainy film photography - perfect fodder for a fashion-savvy mood board. 

With every communication channel, it carries forward this feeling and always brings the customer back to its products as a means to live this wanderlust life of freedom and style.

Email was the first channel to catch my eye. Each week it creates uniquely designed editorial style pieces that are obviously considered and purposeful (bringing the manifesto into practice). They include artwork specific to the product in question as well as solus style launches for new products and animated lookbooks. 

Staying relevant and true to its roots

Delving deeper into the multiple platforms that P&Co uses, we can see how the different types of content all contribute to the primary goal of conversion. 

For example, on Tik Tok it shows behind-the-scenes videos, revealing its design process or a ‘day in the life’ in the office. This content offers a personal, real-life perspective of the company, rather than a polished promotion. This is exactly the kind of relatable and accessible brand that today’s consumer is looking for, and it’s also the style of content that Tik Tok’s algorithm rewards.

P&Co also stays culturally relevant by referencing trends while remaining resolutely on-brand. Like when it posted its classic Panther motif as a pastiche to the Three Lions emblem to celebrate England reaching the Euro finals. Or when it collaborated with musician Frank Carter on an exclusive line: it carefully chose an artist who embodies their style rather than going with someone more mainstream who wouldn’t be a brand fit.

Reaping the rewards of gamification

Another pillar in P&Co’s effective CRM strategy is its app. Initially it allows for an easier shopping experience but there’s also a dedicated section geared towards its loyalty programme. Visit the “Loyalty Department” and you can see exactly how many points you have and what that means in terms of rewards. 

What’s really innovative is that you can earn points through activities other than just making a purchase (unlike other brands that rely solely on the conversion of pounds spent into points). This includes referring friends, downloading the app or following the brand on its social channels. Each of these acts of engagement translates into a different points value. 

This all creates a user experience that encourages brand engagement because users can see tangible results in real time. It definitely motivated me to follow its socials - converting me from an email subscriber to a now-active follower of the brand, and it resulted in me purchasing an item due to an introductory discount offer. I also feel incentivised to continue buying products to rise up the ranks in the tier system.

Personalised consideration

When you become a member of the loyalty programme you receive additional communications from the “Loyalty Department” sub-brand. These include tailored email updates that nudge you back into the app and remind you of what you need to do to receive further rewards. You’ll also receive a personalised email on your birthday with the gift of extra rewards.

Alongside these member emails are the standard communications centred around purchasing. An abandoned basket email encouraged me to complete my order not only by reminding me about the product but by surfacing customer testimonials. This feature is invaluable in building brand trust, especially with a completely online process where you can’t physically see the product.

P&Co proves that, with a considered CRM strategy, each channel can be used to the best of its ability. This results in effective customer engagement and helps maintain an emotional connection that constantly evolves to match the user’s needs while propelling the brand forward. 

For me, P&Co stands out from the crowd with its attention to detail and the integrity it adopts in every aspect of the brand. And it always returns to its manifesto: “a mindset for purposeful living”. 

All brands have this same potential to resonate in the digital dialogue. Let's craft a distinctive conversation that resonates with your audience and puts your brand in an innovative new light. Drop us a message here, to see how we can help!