Placing brands at the center of culture, commerce and community, the drop has established itself as an effective brand building tool across both IRL and digital environments. As brands consider today’s retail landscape, where omnichannel and cross-world shopping have become mainstream behaviors, the role of the drop has taken on new importance in helping to not only differentiate brand experiences but also establish an ongoing value exchange with consumers. 

To cultivate community, inspire loyalty and deliver against this new value proposition, innovative brands and retailers are repositioning the drop as a multipronged touchpoint, leveraging the model as a method to continuously reward consumers for their engagement. For brands and retailers, this comes to life through dedicated channels that combine live drop events and daily programming, services and tools that provide 1:1 support in procuring limited-edition items on behalf of consumers, and virtual drops and tokens that carry both digital value and redeemable physical goods and services. 

Within this report, PSFK researchers have identified six strategies for retailers and brands to leverage as they develop their own services, platforms and tools to support next-gen drop experiences. Supported by best-in-class examples of innovation from the marketplace, understand how leaders are tapping into cross-channel activations to engage consumers, sell products and ultimately build loyalty.