Mango unveils digital community to involve customers in decision-making
Mango has launched the Mango Innovation Community, a new platform dedicated to interacting with consumers and getting feedback on future developments. The new microsite, mnginnovation.com, will aim to collect data to simplify decision making with a view to better understand customers’ needs.
"We are the Innovation team at Mango. Our purpose is to create closer and more inclusive relationships with our customers,” says the newly-launched platform. Available in English, Spanish and French, the website is inviting customers to join by filling out a registration form.
“We want to listen to you and make you part of our decisions. In the current context, we consider it more necessary than ever. As a member of our community, you will help us design innovative and memorable products and services for the future,” Mango explained.
The initiative is part of the company’s customer-centric strategy, and its launch coincides with a renewed push for evolution following the coronavirus pandemic. In addition to surveys and in-depth interviews, the Barcelona-based brand will invite users to take part in co-creation sessions, with the goal of collecting data and feedback on everything from branding, product design and store concepts to the latest trends.
A digital strategy
According to the brand, which first entered the e-commerce arena in 2000, the project will allow it to “create initiatives and disruptive services aligned with our customers’ needs.” And Mango said the platform will be a space for collaboration, where members can both provide feedback and receive details about the company’s latest ideas.
The strategy has been tried and tested by the Spanish fashion label in its social media marketing efforts. From partnering with social media influencers to launching ‘co-creation’ projects on Instagram, Mango is keen on inviting consumers to participate in its design or problem-solving processes. The customer-centric approach is beginning to yield fruitful results. Last year, the company made €564 million in online sales, which accounted for 24% of total revenues. Looking ahead to 2030, Mango wants its online business to generate 30% of annual sales.
"The more data we have, the better we can serve our customers,” said the company's CEO Toni Ruiz in an interview with FashionNetwork.com in early March. Several months and a pandemic later, Mango’s focus remains firmly fixed on its goals.
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