Redbox has created an irresistible brand by delighting their customers--certainly not a new concept, but it's one that many brands can (and should) aspire to. This has become a
key differentiator for Redbox in the otherwise unsexy space of video rentals. And they consistently delight their customers. Here’s how:
·
Convenience.
They’re practically ubiquitous in terms of locations. You can rent titles from your PC
or mobile phone and return them at any Redbox kiosk.
·
Service.
I once reserved a title online and when I drove to the kiosk location, it was
inside a supermarket that was closed for the long weekend. I emailed
Redbox and they responded immediately by giving me free rental credits, with no questions asked. How's that for aiming to please?
·
Brand
consistency. I consider myself a strong brand advocate. They’re a
bit wacky but that’s what makes them even more unique and likeable. They’re
frequency of communication is just right and Redbox can always count on me to read all their text messages
and emails (perhaps it's because they’re messages are always relevant).
As of Q2 2011, 68 percent of the U.S. population lived within a
five-minute drive of a Redbox kiosk (Source: Redbox corporate
information, December 12, 2011). With this many Redbox locations, every night can easily become a movie night.
