We love to see collaborations of all kinds because they enrich a brand’s customer proposition.
The perfect collaboration can come in many forms, whether it be charitable or trend-based, to create truly unique products and offers that capture customers attention, create engaging content and build brand stories
Here are some of our favourite collaborations of the month, along with some extra highlights in the world of retail & digital commerce.
Lily’s Kitchen, makers of proper food for pets and one of the founding UK B Corp members, takes care when it comes to social and environmental responsibility. After recently publishing their Impact Report, Lily’s Kitchen announced their partnership with Dogs Trust, creating a special line appropriately named “Dogs Trust Dinner” which donates £1 from the sale of every tray sold to the charity.
Two of Australia’s most well-known brands, R.M.Williams and Penfolds have been working in collaboration to offer customers an iconic deal in Australian stores. Customers were able to purchase from a selection of outstanding Penfolds wine and receive a pair of R.M.Williams Craftsman or Adelaide boots . The collaboration was a huge success, with allocations quickly being exhausted in late June.
After recording a 30% increase year-on-year, the pureplay retailer has spoken to the important role that data and experience plays in the customer journey. Co-Founder & Chief Executive Mike France said “It can take six months from first discovering a Christopher Ward watch to buying one. And during that journey, customers will do research in all sorts of different places, including our own website, our own social channels, but also the websites of other outlets and other media channels. Making sure that you’re in that conversation is important..” Amazingly, the brand have thousands of responses from their customers, answering intimate questions about their lives which is then used to shape content for their Loupe magazine and product lines.
SurfStitch, the Australian based coastal lifestyle platform has collaborated with OneWave, a non-profit surf community raising mental health awareness through saltwater therapy, surfing and fluro. The tees were created by SurfStitch and every piece sold will get more people in the ocean and start more conversations about mental health.
Sportscraft has become the first brand in Australia to launch an active offering with Liberty Fabrics, expanding into the $2 billion women’s activewear market with the launch of its first official activewear. The pieces have been produced as part of their Olympic Collection, outfitting the Australian team in Tokyo.
“Our Liberty partnership is one of the cornerstones of our brand and what we are very much known for so it made perfect sense to continue this relationship for this limited-edition range.” Said the Sportscraft head of brand, Jacolene Le Roux. This collection marks the start of an expanded partnership with Liberty, which has been growing over the past 35 years.
Established in 1844, Penfolds is one of Australia’s oldest and most iconic wine brands. On their journey to continuously elevate their online experience, Penfolds have been working with Tryzens to upgrade their digital flagship with a new platform. The project included a custom redesign, incorporating bespoke elements of functionality and user journey-mapping that will welcome new users to the brand.
The UK experts in vehicle servicing, MOT’s & repairs, In’n’Out Autocentres have partnered with Tryzens to help them optimise and fine tune their online experience. Since joining the Tryzens family, they have already been able to implement and refine their booking systems to allow customers to service their cars with ease at over 26 locations.