Creating a memorable customer experience is truly a way to achieve brand differentiation. Just ask The Northwest Company, a leader in the home textile industry and the No. 1 blanket and throw manufacturer in the United States.
This week the company kicked off its “Northwest Blankets America” mobile bus tour at the 2016 MLB All-Star FanFest Pepsi Block Party in San Diego, inviting consumers to join in on the celebration leading up to Tuesday night’s game.
The Northwest decked out its tour bus for ultimate MLB fans with multiple flat screen TVs live-streaming the action and social feed, gaming consoles, and trivia games with prizes. The tour bus will also feature an on-site store where consumers can purchase official MLB micro raschel blankets, silk touch blankets, throws, duffle bags, and beach towels. Everyone who visits the tour bus is invited to register their email, Facebook, or Twitter for a special discount and a RFID equipped rally towel synced with their information. The Northwest RFID rally towel is unique to each participant, allowing them to scan their code at each station in order to upload and share pictures or test their luck at prize lockers for the chance to win instantly.
Ross Auerbach, CEO of The Northwest Company, talked to Loyalty360 about the factors behind this ambitious mobile bus tour.
“As a brand, our consumers are our No. 1 priority,” Auerbach explained. “We wanted to create something interactive and fun for them to do, while still staying true to being the ‘best blankets in the game.’ In launching the mobile bus tour, we are aiming to interact with our customers across the country at tailgates and sporting hot spots giving them an authentic fan experience, while showcasing the latest from our brand. Another driver for this tour is creating brand awareness surrounding The Northwest as a leading brand in the sports textile industry.”
The “Northwest Blankets America” mobile bus tour will make stops at NFL stadiums, college campuses, and major retailers across the U.S. from July through November 2016. At each stop, consumers will have the chance to check out the latest merchandise from The Northwest as well as enjoy an interactive experience including trivia and games, with several chances to win team paraphernalia.
“Customer experience is something we strive to perfect, from our products to the way we interact with our consumers,” Auerbach said. “It is our goal to provide the best possible experience to all in everything we do. This tour is a chance for us to interact face-to-face with a large group of our target market in a way we can’t do from a retail standpoint. This tour offers several interactive elements for consumers to get involved in, as well as multiple chances to both purchase and win free product.”
What’s more, Auerbach noted that The Northwest’s business revolves around customer loyalty in many ways.
“We look to provide quality products for our customers, with the ultimate goal of becoming their go-to brand for the vast product selection we offer,” he said. “We also thrive off the commitment of our consumers to their favorite sports teams and entertainment brands, by continuing to offer optimal products that further assist in expressing their excitement and loyalty for such teams, famous figures, and characters.”