Snapshot: Collaborations

UNDERSTAND TODAY. SHAPE TOMORROW.
A collection of best practices of how brands collaborate to meet
emerging customer expectations.
SNAPSHOT:
COLLABORATIONS
LHBS // SNAPSHOT: COLLABORATIONS
1

Welcome to the latest edition of our Snapshot. In this edition, we will
demonstrate how collaborations help businesses to stay on top of the
game and generate more sales and stay relevant for their customers.
The report is divided into three parts:
- Expanding Customer Segments- Collaborations are launched
to expand existing customer segments and open up promising
industry segments.
- Enhancing Product & Service Experience - Enhancing the
product and service experience in order to engage existing
customers even more and tie them stronger to the brand.
- Cultivating Existing Relationships- Enhancing customer
satisfaction beyond core offerings to strengthen customer
loyalty.
ABOUT THE SNAPSHOT. This is a collection of cases and signs
related to collaborations of businesses from different industries.
This Snapshot has been created with the help of LHBS Inspiration-
Hub. The LHBS Inspiration-Hub is a digital platform that brings
customized insights and inspiration to the heart of your
organization. It is a digital platform that tracks changes in people,
markets and technology.
LHBS Inspiration-Hub
INTRODUCTION
2
INTRO
DUCTION.

WHY COLLABORATIONS?
In order to stay competitive and react to fast changing consumer needs,
collaborations are a good option for companies to innovate fast and
efﬁcient.
UNDERSTAND TODAY. SHAPE TOMORROW. 3

We understand collaboration as the process of pooling knowledge, resources
and relationships together for the sake of pursuing shared aims. This could be
the expansion of current customer segments, the enhancement of the product
& service experience or to strengthen customer loyalty.
The advantages of collaborations are manifold. It allows among other things to:
• Complement expertise from different ﬁelds
• Maximise synergies (e.g. usage of existing infrastructure)
• Beneﬁt from the image of each others brands
• Open up opportunities that normally would be beyond individual reach
WHAT IS HAPPENINGLHBS // SNAPSHOT: COLLABORATIONS

CONTENT.
enhancing the product &
service experience for users
Product & Service
Experience
Customer Loyalty
expanding existing customer
segments or activity ﬁelds
Customer Segment
5
cultivating existing customer
relationships

CUSTOMER SEGMENT
Expanding a companies existing customer segments or activity ﬁelds

IMPLICATIONS
7
CUSTOMER
SEGMENT:
When planning on establishing new
customer segments, collaborations offer the
opportunity to engage easily with the
existing customers of each others brand.
To leverage these collaborations, brands
need to make sure that each others
customers are complementary to their goals.
Well executed it is presenting a perfect
opportunity for people to interact with a
product or service without having to actively
search or be aware of a brands offerings
beforehand.
It is therefore a powerful marketing tool in
reaching new and interesting segments and
also entering new fields of activity.
Companies from all different fields are
using collaborations to enter new customer
fields and expand their activities into new
areas.

UNDERSTAND TODAY. SHAPE TOMORROW.Source:
Nike Collaborates with
Sacai To Become More
Fashionable
In a match made in athleisure heaven, Nike is
collaborating on a womenswear collection
with Japanese fashion label Sacai.
Explore the Sign
Though Nike already dominates the
performance sneaker market, it is hoping to
increase its fashion proﬁle through a play for
the women’s activewear market. The
collaboration with Sacai hopes to develop Nike’s
athleisure offerings in womenswear through
the innovative pairing of unexpected elements
that is the Japanese label's trademark. Chitose
Abe, the founder and creative director of Sacai,
is known for unique combinations of materials
such as high tech fabrics with heavy wools.
8
CUSTOMER SEGMENTLHBS // SNAPSHOT: COLLABORATIONS

Spotify Reaches New
Customers On Tinder:
It’s a Match!
Users of the dating app Tinder can now also
choose potential matches based on their
taste in music.
Explore the Sign
A cooperation with streaming service Spotify
lets users listen to the favorite song of other
people on their proﬁles. It works with and
without a Spotify account. Users can include
their personal anthem on their Tinder proﬁle.
When connected with a Spotify account, users
can also show which other artists they listen to.
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LHBS // SNAPSHOT: COLLABORATIONS CUSTOMER SEGMENT

Pepsi Together With
iHeart Media Wants To
Target Millennials With
Music Hub
The music hub will be featuring popular
emerging artists and will share their stories
and art. The platform is partnering with
Shazam, MTV and iHeartMedia.
Explore the Sign
Pepsi especially tries to appeal to millennials
and is focusing on a mobile optimized strategy.
Partnering with iHeartMedia, up-and-coming
artists are featured across the platform to
heighten awareness. The cooperation with
Shazam will offer artist introductions and
discoveries. With the mobile ampliﬁcation Pepsi
aims to bring people directly to its content.
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Amazon Integrates
Comcast Services To
Reach New Customers
Amazon offers TV-and-Internet-services
bundles with a new partnership with
Comcast Xﬁnity.
Explore the Sign
The e-commerce site has created the 'Amazon
Cable Store,' which offers a variety of Comcast
products including Internet service, Internet
and TV bundles, and Triple Play offers (Internet,
phone and TV).
11

Traveler Magazine and
Pitchfork Launch a
'Musical Magazine’
Condé Nast Traveler and Pitchfork Media
created a "musical magazine" together to
reach Millennials.
Explore the Sign
Pitchfork curated playlists that are digitally
linked to pages of the Traveler's summer issue.
The issue is available on Spotify and features 32
songs for the cover story and 15 songs for each
other piece. As readers click into a story, they
can listen to the music simultaneously. Goal of
the musical magazine is to reach Millennials on
mobile devices with the help of Spotify.
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PRODUCT & SERVICE
EXPERIENCE
Enhancing the product & service experience through smart collaborations

IMPLICATIONS
14
PRODUCT &
SERVICE
EXPERIENCE:
Product and service experiences are getting
more and more important. Companies must
be able to compete on this level in order to
stay relevant for their customers.
Collaborations offer easy integration of
external services to offer additional beneﬁts
to customers and to improve their product
or service experience. Sharing existing
resources like infrastructure, platforms or
channels leads to easier, more ﬂexible and
personalized offers.
An increased product or service experience
leads to higher engagement rates with the
involved brands.
Collaborations are often used to increase
product or service experience through
smooth customer journeys.
LHBS // SNAPSHOT: BEAUTY & TECH

PRODUCT & SERVICE EXPERIENCE
Audi & DHL Offer
Convenient In-Trunk
Deliveries
Audi launches an easy-delivery service to its
customers.
Explore the Sign
In cooperation with Amazon Prime and DHL
Parcel the company wants to start offering a
special logistic service. The packages ordered
on Amazon would be delivered by DHL directly
to a car’s trunk using a temporary authorization
for keyless access to the Audi’s luggage
compartment. The DHL driver would receive a
digital access code for the trunk, that could be
used only once and only for a speciﬁc period of
time.
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Emirates Recommends
Vacation Destinations
Based on Your Music
Preferences
Emirates airline and music streaming service
Spotify worked together to create the
“Playlist Analyzer”, which analyzes the user’s
taste in music to recommend the next holiday
destination.
Explore the Sign
Listeners of Blur, Red Hot Chili Peppers and
Daft Punk will be recommended to go to
Bangkok, for example. It is also possible to use
the tool the other way around and receive a
holiday song mix based on vacation destinations
the user chooses. The tool is supposed to be a
source of inspiration for travelers.
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LHBS // SNAPSHOT: COLLABORATIONS PRODUCT & SERVICE EXPERIENCE

MasterCard Enhances
Convenience With
Apple Pay Collab
Credit card company just teamed up with the
tech giant to offer its customers Apple Pay
services.
Explore the Sign
Clients using MasterCard can now beneﬁt from
all the functionalities of a digital wallet services
offered by Apple. That means the consumers
will be able to pay using their mobile devices at
contactless points of sale as well as in iOS apps.
The strategic move by MasterCard aims at
capturing purchases that were previously done
without credit. For customers the only
restriction is that they would need to use Apple
products (iPhones, iPads, Apple Watch) to
beneﬁt from the service.
17

Google & Levis Create
A Connected Jacket For
Cyclists
Google and Levi's have teamed up to create a
"connected" jacket aimed at the urban cyclist
demographic.
Explore the Sign
Such a jacket would allow the user to answer
phone calls, control their music, access
navigation and more, all by swiping and tapping
the jacket's sleeve. The jacket would have a
USB-chargeable Jacquard tag embedded in the
sleeve, along with LED, haptics, battery and a
woven sensor. Early reports indicate that the
jacket would interoperate with third-party
services and would also be easily washable.
Such a jacket could circumnavigate the difﬁculty
most cyclists face in answering their phones
during a commute. 18

Play Your Own Music
During Your Uber Ride
Car hiring service Uber, already "everyone’s
private driver," will make it possible that
customers can DJ from the back seat.
Explore the Sign
The partnership proposes a streamlined way to
making car journeys booked through Uber
more pleasant, allowing Uber customers to
automatically be able to listen to their own
music, through Spotify, in any Uber car. The
user will simply request a car via the Uber app.
When the driver arrives and the Uber customer
gets in, the music on the car stereo can
be changed to the customer’s own Spotify
playlist. The partnership hopes to offer a
more personalized ride to Uber passengers,
while expanding the Spotify service to Uber’s
clientele in nearly 50 countries.
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LHBS // SNAPSHOT: COLLABORATIONS PRODUCT & SERVICE EXPERIENCE

CUSTOMER LOYALTY
Strengthening customer loyalty beyond core product or service offerings

IMPLICATIONS
21
CUSTOMER
LOYALTY:
Collaborations offer a perfect possibility to
cultivate existing customer relationships by
leveraging on the products or services of
each other.
This partnerships should be mutually
beneﬁcial for both sides, in order to make
the collaboration work and useful.
By offering incentives to customers to use
partner offerings or combined offerings,
loyalty beyond your core product can be
increased.
Rewarding customers for using partner
brands will increase their satisfaction and
thereby drive their loyalty to your brand as
well.
To strengthen customer loyalty it is crucial
to offer additional unique and special
services.
LHBS // SNAPSHOT: BEAUTY & TECH

CUSTOMER LOYALTY
Visa & Uber Launch
Local Offers Rewards
Program
Uber & Visa have announced the launch of a
new rewards program which will credit Uber
users with free rides by spending at nearby
businesses.
Explore the Sign
Called ‘Local Offers’ the system works by
offering one point for each dollar spent at a
business using the Visa card that’s saved in your
Uber account. When a user accumulates 100
points, they'll have earned a free ride up to $10.
Riders can view a list of participating places
where they can earn Uber points.Visa aims to
boost that spending even further, allowing local
businesses to acquire new customers, increase
sales, and drive loyalty, it says.
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Nike Invites For A Big
Night Out With Boiler
Room
Boiler Room and Nike Football X collaborate
for a big night out of football and music.
Explore the Sign
This year Nike Football X decided to further
engage with their consumers and teamed up
with the Boiler Room, the world’s
leading community of underground music fans,
to hit back to the streets - the origin of football.
The event involves London’s top street
footballers. Crews have been sent by both
companies and teams could qualify through
UK Winner Stays Final. Out of over forty crews,
six will compete in the ﬁnal two tournaments
facing 4v4 action for a maximum 5 minutes with
the winners staying in the battle.
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LHBS // SNAPSHOT: COLLABORATIONS CUSTOMER LOYALTY

Whirlpool Integrates
Amazon Dash For Easy
Detergent Reorder
Whirlpool's home appliances will turn smart
and will be soon connected to Amazon Dash
service for quick replacement ordering.
Explore the Sign
Amazon partners with Whirlpool, who will be
the ﬁrst appliance company to incorporate the
Dash order function directly into its new
washer and dryer. Like this, supplies
such washing powder and detergent will be
automatically reordered through the Amazon
Dash service. The appliances also come with the
Whirlpool's Smart Kitchen Suite app, which
integrates with services such as Nest, giving
users the opportunity to steer their washing
machine, oven etc. outside from home through
the app. 24

Lufthansa Offers
Incentives to Use Car-
Sharing Service
The airline is adding another service to
transport customers to airports: Lufthansa
Express Car-Sharing.
Explore the Sign
Lufthansa already offers busses, trains and even
helicopters and is now going with the trend by
also including a car-sharing service. The
Express Car-sharing is a cooperation with
car2go. Lufthansa passengers using the app can
save parking fees at the airport, the car2go
airport fee of up to 12€ and the standard
car2go registration fee of 9€.
25

Heineken Matches
European Soccer Fans
With New York Bars
The rising popularity of European soccer
inspired Heineken for a match-finding site
that allows fans to find out which bars are
showing their favorite matches.
Explore the Sign
The program was created in partnership with
Google. Fans can find out about which bars are
showing matches by visiting “soccerishere.com”.
The website will show a map of New York with
all participating bars and which matches are
shown where. Heineken found nearly 200
soccer bars in New York City and about half of
them already singed up with the program.
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SUMMARY & LEARNINGS

IMPLICATIONS
28
SUMMARY &
LEARNINGS:
one Collaborations are a powerful
marketing tool to reach new and interesting
customer segments, increase the product
experience and strengthen customer loyalty.
two Collaborations should be mutually
beneﬁcial in order for both sides to leverage
on creativity, experience and resources.
three Looking for external partnerships and
collaborations offers the opportunity for
marketers to innovate quicker and create
more creative solutions.
four Collaborations are key to long-term
business success and competitiveness.

Discover
ABOUT
LHBS Define Develop Deliver
LHBS is a marketing & innovation firm with offices in Berlin &
Copenhagen. We work with legacy organisations to adapt their
customer value proposition to meet emerging customer
expectations. Together with our clients we discover business
opportunities and deliver integrated customer offers for products,
services, experiences and communication.
http://www.lhbs.com
ABOUT

INSPIRATION
-HUB
INSPIRATION-HUB
30
This Snapshot is powered by the LHBS Inspiration-Hub.
The LHBS Inspiration-Hub is a digital platform that brings
customized insights and inspiration to the heart of your
organization. It is a digital platform that tracks changes in people,
markets and technology.
https://inspiration-hub.com/

Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der  
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die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet.
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Köpenicker Straße 154
10997 Berlin Germany
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THANK YOU
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