Carolyn Tisch Blodgett, Peloton’s svp/head of global marketing, discussed this subject at an “Owning Your Narrative: The Future of Media” gathering held by media outlet Axios.
And she reported that the brand – which makes high-end workout bikes and treadmills, along with a stream of digital content that can be accessed by customers using touchscreens, or via a mobile-app membership – has a clear mission.
“Our job is to go build this incredible brand that everybody wants to be a part of. That helps us acquire new members,” she said. (For more, read WARC’s in-depth report: Peloton builds a closed-loop brand.)
“Then, our job is to continue to delight them on a daily basis and continue to make sure that they love this product and they love this brand. When that works … they tell all their friends, and then you continue to see this loop.”
In maximising the potential impact of this approach, Peloton has assumed control of everything from making products and content to delivering bikes and treadmills. “It really means that you control the entire end-to-end experience,” Blodgett said.
“When you’re a direct-to-consumer [brand], what it really means, at least for Peloton, is … about really controlling that entire member experience so that we know you are getting this fantastic experience at every touchpoint.”
Peloton’s business has evolved rapidly since its founding in 2012, as shown by a content stream that now includes classes on meditation and stretching. “Our members don’t just cycle seven days a week,” said Blodgett.
“It is all of our jobs to continue to delight members over and over. So, we have new content we’re launching every day. And that doesn’t mean always continuing to do the same thing.”
As shown by this example, the “closed loop” that Peloton has developed is based on fostering an on-going relationship that can deepen loyalty and foster recommendations.
“What’s different [for Peloton] than a typical hardware company is that their [customer] relationship pretty much ends at the time of sale,” Blodgett said. “Our relationship just starts at the time of sale.”
Sourced from WARC