The world’s top leisure brands have built empires by creating sticky journeys that keep customers as engaged as possible. Athletes don’t just work out at CrossFit; they’re obsessed with it. Gamers don’t just play Pokémon Go for a little while; they’re hooked for hours on end. Singles on Tinder don’t just hunt for new partners; they’re addicted to the hunt itself. The secret behind these breakthrough brands is creating an unusual—sticky—journey that defies all the usual rules of marketing: It’s all about creating intentionally chaotic, maddening, and unpredictable customer experiences. The authors of this Journal of Marketing article share their insights on these journeys in this webinar.
Full article in the Journal of Marketing: https://doi.org/10.1177%2F0022242920920262
Read the Scholarly Insight for this article here.
