This is what retailers can learn from Rent the Runway’s hotel partnership.
While there have been a lot of interesting moves by direct-to-consumer brands in the last few years, the recent Rent the Runway and Marriott W Hotels partnership particularly stands out. In December, the pair rolled out a venture that’s going to make the jet-setting portion of their customers’ lives much easier.
This unusually smart innovation is just the start of brands meeting consumers on-the-go and treating the location as a service. Here are three things retailers can learn from this sublime example of customer experience and convenience.The retail industry as a whole needs to focus on removing friction from CX, and Rent the Runway provides an excellent example for other merchants to follow with Closet Concierge.
Not only does the brand put the customer first at every step of the way, but it also offers a luxurious level of convenience. This brand-customer interaction promises to generate fantastic loyalty for RTR and W Hotels, and other retailers should look to similarly remove friction in the CX.What’s more, while any product from RTR’s inventory can be selected via Closet Concierge, customers appreciate being offered relevant suggestions.
Among marketing industry watchers, Rent the Runway has been known for personalizing the CX on its web site and app and making convenient rental returns a priority. The meshing of convenience and curation in the W Hotels partnership continues that sophisticated CX mind-set.There’s a whimsical nature to this experience that’s going to resonate positively with customers for RTR and W Hotels.
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