Affordable jewelry brand Mejuri has done an incredible job of building a loyal following - as well as some notoriously long waitlists for limited, and special edition products.
Mejuri is renowned for its “Weekly Monday Drop” where it features one or more limited edition new products. Every week, the brand launches something new to its loyal and waiting fans. Hot products are sold out in hours. Those that cannot get in on the deals, sign-up to the waitlist - and by doing so are moving into closer affinity with the brand (they are inviting themselves ‘inside’).
It starts with having great products obviously. Product quality and brand reliability is where the trust and loyalty are built.
Weekly product drops intensify the sense of loyalty and advocacy. By making something a bit harder to get, makes people want it more (and treasure it more when they do get it).
Brands are also using drops as a way to strike up a direct conversation with customers — enabling them to reduce their reliance on Facebook and Instagram ads, which are becoming less effective thanks to recent iOS updates from Apple.