Establishing Customer Empathy Through Constant Connection

In recent years, Abercrombie & Fitch Co. has experienced a positive evolution, with a key focus on embracing customer empathy. This case study will focus on one aspect of this transformation, which was A&F Co.’s strategic partnership with Fuel Cycle. A&F Co. established multiple Fuel Cycle online communities, two for the Abercrombie & Fitch brand and one for the Hollister brand, aptly named the Hollister Insights Lab. These communities, comprised of engaged members known as ‘Insiders,’ have opened the door to valuable insights and become a key piece of A&F Co.’s customer-centric approach. 

The online communities provide a platform for ongoing dialogue, enabling A&F Co. to gather insights, understand customer sentiments, and foster a sense of belonging among its members. Let’s look at some of the key engagement strategies that A&F Co. uses to keep the community Insiders engaged. 

Monetary and Beyond: 

Abercrombie & Fitch Co. recognized the importance of moving beyond traditional incentives to reward respondents for their participation in research. While monetary incentives, like “MyAbercrombie” points played a role, greater emphasis was placed on creating value for the customer by making them feel heard and emphasizing their influence in the business decision-making process. 

Engaging Activities:  

A&F Co. curates community activities to foster meaningful interactions among its Insiders, including: 

• The Question Corner: A dynamic community forum where Insiders are invited to pose inquiries on any topic related to A&F Co. The A&F Co. Insights team collaborates with various departments to deliver comprehensive and detailed responses, transforming the exchange into an informative and interactive experience.
• Welcome Discussions: A&F Co. takes a personalized approach by hosting ‘Welcome Discussions’ within its communities, providing a platform for Insiders to introduce themselves and extend warm greetings to fellow members. This member-to-member engagement has thrived, evident in the remarkable milestone of over 10,000 comments.
• Surveys: A&F Co. orchestrates a diverse array of surveys within its online communities. These surveys serve as a versatile tool, capturing nuanced insights ranging from consumer sentiments about specific products (e.g., the likelihood of purchasing a heavy jacket in winter) to probing deeper into personal aspects such as mental health during specific seasons. This holistic approach enriches A&F Co.’s understanding of its customers.
• Virtual Focus Groups: A&F Co. elevates engagement by conducting virtual focus groups tailored for its community Insiders. One notable instance involved a focus group for individuals packing for a vacation. The moderators virtually joined participants in the packing process, unraveling details about their choices and origins. These immersive activities not only captivate Insiders but also serve as a fertile ground for identifying white space opportunities and sparking innovative ideas.

These thoughtfully crafted initiatives transcend traditional engagement methods. They not only encourage active participation but also offer a window into the diverse perspectives of Insiders, providing A&F Co. with invaluable insider information and paving the way for continuous innovation and customer-centric strategies.