Commerce in the 2010s was marked by the growth of the DTC darlings such as Allbirds, Warby Parker, Casper, and more. What we learned from that era was the brands that prevailed were those with hyper-strong, almost fanatical, communities that helped supercharge the brand’s growth. Think Glossier and Barry's - brands that sell more than products. They build movements by leveraging the power of their community. At Strobe, we believe community-owned and co-created brands are the future, especiall...

Outdoor Voices founder Ty Haney launched her second startup, Try Your Best (or TYB), more than three years ago. It was peak Web3, a space that Haney became highly interested in after she left the athletic apparel retailer that, in some ways, defined 2010s startups. Today, Haney is still building TYB, with 38 employees—and it’s outlasted the rise and fall of blockchain/crypto/NFT-mania. The platform is intended to be a layer of loyalty infrastructure for consumer brands, what Haney calls “community commerce.” Two hundred brands use the platform, as do 2 million users—mostly Gen Z women.

Blockchain rewards platforms have scored big partnerships with brands like Ulta Beauty and Glossier in recent weeks, offering beauty brands a new way to connect with fans and reward loyalty.

Glossier is the blueprint for what brands are just now realizing is the future of successful customer loyalty. Brands are learning that investing time and resources into paying customers creates deep fan connection with true longevity. Glossier has been about rewarding their top customers through fun events, special gifting, and early access to product launches since day one. Now, that can all happen in one tool on TYB.

The Power of Onchain Commerce: Panel discussion from Boys Club's /brandnew conference on March 12th in Austin, TX.

We believe that community managers are the next generation of CMOs. However, most community channels are not built to measure lower funnel success metrics, making it difficult to prove the business critical nature of community marketing work.

A growing number of brands, particularly in beauty, are including loyal customers in the product development process and offering ways for fans to directly benefit from their growth.

With nearly 20 brands using the TYB platform to make Community a growth channel, and their members completing hundreds of thousands of challenges earning rewards each time, we are thrilled to announce the TYB Shopify App, which provides an additional avenue for fans to redeem rewards for brand perks.