Customer interaction with a brand is of paramount importance in the retail industry. These interactions play a crucial role in shaping a retailer’s reputation, driving sales, and building long-term customer relationships. Retail brands often uses various apps or websites or other communication medium to know their customer’s needs and preferences in detail.
Let us talk about the very well known “Discord” app. Matt Maher, Founder of the tech-based consultancy M7 Innovations, took attendees at the Retail Innovation Conference & Expo (RICE) earlier this year behind the curtain to explore the somewhat underappreciated power of Discord. Before we go any further, let us know what discord is. Discord is a popular communication platform designed for creating communities, hosting conversations, and enabling voice, video, and text communication. It was originally developed for gamers but has since evolved into a versatile platform used by a wide range of communities, including businesses, education, hobbyists, and more.
Mr. Matt Mahar, somehow brought to the point some well known tactics to use the ‘Discord’ app. It is a fantastic medium to communicate and build real relationship with customers and foster other brand channels. It is also a platform to bring together the real and the digital connections, which probably can help in customer data gathering in a more precise manner.
It is really a hard task to find a path to build a strong CRM ( Customer Relationship Management) system. But, some well-established like Prada, Starbucks, Porsche are recognizing the usefulness of this particular app and laying a strong real relationship base.
Let us see some points on how ‘Discord’ has become relevant in scaling sales in these famous retail brands:
1.Voice and Video Communication: Discord allows users to create voice and video channels where members can join and have real-time conversations. It supports high-quality audio and video streaming.
2.Text Messaging: Users can also communicate through text channels, which are organized into servers. These channels can be text-based or include various multimedia elements such as images, links, and embedded content.
3.Servers and Communities: Discord is organized into servers, which are essentially chat rooms or community spaces where members can gather around common interests or topics. Servers can be public or private, and users can be members of multiple servers.
4.Roles and Permissions: Server owners can assign roles to members with specific permissions, allowing for moderation, administration, and customization of user experiences. This is particularly useful for managing large communities.
5.Bots and Integrations: Discord supports bots and integrations that can automate tasks, provide information, or add entertainment features to servers. Many third-party bots and integrations are available for various purposes.
6.Cross-Platform: Discord is available as a downloadable desktop application, a web app, and mobile apps for iOS and Android devices. This cross-platform availability makes it accessible to users on different devices.
7.Security and Privacy: Discord offers features like end-to-end encryption for direct messages and the ability to enable two-factor authentication (2FA) for added security. Server owners have control over who can access their communities.
8.Screen Sharing and Streaming: Users can share their screens or stream their gameplay or other content to others in a server. This feature is useful for collaborative activities, presentations, or entertainment purposes.
9.File Sharing: Discord allows users to share files with one another, making it convenient for collaboration or distributing resources within a community.
10.Community Management Tools: Server owners and moderators have access to a range of tools to manage their communities effectively, including banning, kicking, and muting users, as well as monitoring activity and content.
11.Nitro Subscription: Discord offers a premium subscription service called Discord Nitro, which provides additional benefits such as higher-quality streaming, larger file uploads, and custom emojis.
Some of the coolest hallmark of this app is that it does not allow just anyone to follow whichever brand they want, rather people get proper invitation to join any brand. Additionally, it enhances the reach of customers. As of January 2023, Discord was estimated to have reached approximately 154 million monthly active users.
Another precise feature of discord is that it uses and builds ‘DIGITAL CLOUT’. Now. let me tell you what does this term signify. “Digital clout” is a term that refers to a person or entity’s influence, reputation, or power in the digital or online realm. It signifies the impact and reach that an individual, organization, or brand has in the digital world, especially on social media platforms and the internet in general.
Most retail brands activate clout in different ways. For example, Starbucks’ loyalty program or rewards, has been a key driver of the company’s growth. The program has over 19 million members, and it rewards customers for their loyalty by offering free drinks, food, and other perks.
Having six brands (Prada, Miu Miu, Church’s, Car Shoe, Marchesi 1824, and Fondazione Prada) in its ecosystem, the Prada Groups sought complete visibility into campaign creation, publishing, and performance. Another example can be of the brand ‘ Porsche’ which uses effective target marketing by identifying and profiling different consumer groups, based on their wants and needs.
Holding popular digital events on ‘Discord’:-
Hosting community events on Discord is a great way for retail brands to engage with their customers, foster a sense of community, and promote their products or services. By hosting community events on Discord, retail brands can create a more intimate and interactive connection with their customers, foster brand loyalty, and gain valuable insights into their audience’s needs and preferences. It’s an effective way to build a strong online community around your brand. Like, Starbucks Odyssey is an evolved loyalty program, which is like journeys. Upon completing these journeys, customers are given points which can get exquisite coffee experiences and much more benefits.
Some retail brands even host cool and interactive meet ups or fashion shows to showcase their goods and services and attract as much customers as possible. This is the new Web era, where advertisement and marketing is much more effective, digitally.
Discord has gained popularity for its user-friendly interface, versatility, and the sense of community it fosters. It’s used by gaming clans, educational institutions, businesses for team communication, content creators, and countless other communities looking for a platform to connect and communicate. It has become a central hub for both casual and organized online interactions, making it a significant player in the world of online communication and collaboration.