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deadspace-babe · 4 years ago

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Tin Cup

My first official fic!

This is a simple Julian X Reader. How the day boils down after a night out together. (nsfw and fluff tbh)

We stumbled into the shop at around 3 am bellowing sailor shanties, arms hooked and legs kicking. Julian and I spent all night at the Rowdy Raven drowning sorrows, sharing stories, singing, dancing and shouting sweet nothings seemingly to everyone in the bar instead of just whispering them to each other. Jules was about 6 drinks down and I about 4. I wanted to drink more but I was already tripping and the taste of the salty bitters at the back of my throat kept me from downing anymore. I’m not quite sure how Julian does it but he definitely holds his liquor better. Even though he drank two more mugs of bitter piss than I did, he seems just barely buzzed.

As we pushed and tripped through the curtains to the back our song turned to laughter and we flopped down on the couch almost flopping to the floor we fell so hard. I landed on top, his arms lazily draped over me and his face still scrunched with laughter. God he’s so beautiful like this, when he blushes like that my ears burn and all I can think about is kissing him forever. I lay a small kiss on the top of his nose and his skin lights up a few more shades. With the alcohol still clouding my head I can’t help but wonder how far down his blush goes. We’ve been naked together before but I’ve never really seen him in the light, everything we’ve done together had always been closed under the cover of the night. I didn’t realize how badly I wanted to see all of him until now.

I guess I was staring cause Jules giggles and clears his throat, “You want me to make you some tea mlady you’re looking a little under the weather ya? Or am I distracting you?” He says teasingly poking at my reddening cheeks.

I roll my eyes and roll off of him giving a quick nod, “Earl grey please.” He nodded and pushed of the couch swaying a bit but maintaining his demeanor. As I waited I thought back on the night we had and many before this and how deeply in love I am with this man. Since the moment I met him I feel like I knew. The way he looked at me and trusted me and acted so selflessly curse or not. No one has ever meant more to me than he does. How did I get so lucky.

“What are you smiling about darling? Something happen while I was gone?” He huffs playful while handing me my mug.

“You” I reply nonchalantly. I inhale deeply taking in the smell of soft earl grey and Julian’s black coffee as he figures through my response his face switching through so many emotions. I take a slow sip and let out a chuckle,

“Nothing bad, just how lucky I am” I slump against his shoulder feeling it sag a little at the contact.

“If anyone’s lucky it’s me darling. I never thought I’d be loved by anyone. I thought I deserved to die and was willing to do so for something I couldn’t even remember. You’re the only one to have ever shown me anything brighter than my dim past..” his eyes lowered and his voice deepened, “But here I am sitting next to the love of my life preparing for forever.” His voice lifted and he set his mug down to pull me into his lap. I push back into his chest and sigh,

“Ya ya I love you too you big sap” I put my own mug down and pull him in for a kiss pulling off his eye patch, “My perfect Ilya, you’re worth more than anything in the world” I can’t help but get lost in his beautiful eyes. The red making the grey of his irises stand out even more” I kiss his lids and he lights up again trying to avert his eyes from mine.

He’s so cute I want to hear his laugh I spin around in his lap, watching the surprise on his face as my hands shoot to his sides before he can analyze the mischief in my eyes. My fingers start to move and his eyes widen in fear. He screams falling over immediately,

“NO TICKLING” I ignore his protest and assault his side and neck relentlessly till our laughter and screams fill the room and his tears start to fall. His smile makes me so happy. I cease my assault and lean down kissing the middle of a tear trail on his cheek. He takes my distraction to his advantage bringing his hand to my hips. I feel my body being pushed back and his hands start to move,

“NO WAIT” I yell, He smiles triumphantly down at me,

“NO PERISH” he counters tickling me relentlessly. Eventually after many tickles back and forth, many protests and a few kicks later the fight comes to an end and we’re left a heaving crying mess on the couch just staring and giggling like two teens in love for the first time. “So pretty” he whispers messily locking his lips with mine. Our lips moved together sloppily but passionately. I can taste the bitter alcohol mixed with coffee on his tongue. We break every now and then to trade little pecks and to take in air. He stops to stare for a second “You sure you’re ready for a forever with me?”

I give him and exasperated sigh, “Oh you know it. You won’t be gettin rid of me any time soon.” I say flashing him a cocky smile. I lean up to reattach our lips and a leg comes up between mine rubbing gently. I take a deep breath and pull his lip in between mine teeth. The skin breaks and he lets out a groan. I can tastes the copper in my mouth and he pushes his leg harder. I sigh out a quick laugh, wrap my arms around his shoulders and pull him down. I bite his earlobe til the skin breaks and he shudders then I watch it expectantly waiting for It to heal with a confused face. Oh ya his curse went away, I keep forgetting. I realize then smile devilishly “You look so pretty when you bleed and I can finally mark you up now. How about we get a little rowdy and see how deep the bites can go?” I whisper seductively into the offending ear. He lets out a shaky breath over my shoulder and nods into my crook excitedly. He snatches me up off the couch and climbs the stairs, taking them two at a time. As he moves I can feel his bulge press against my pelvis sending electricity up my body.

At the top he gently lets me down, the second my feet hit the floor I take control pushing him onto the bed forcefully knocking a little wind out of him at the sudden movement. I jump on top of him and make quick work of loosening him up as his nerves continue to get the best of him no matter how much he wants it. Our lips knead together and our legs find crooks to rock back and forth releasing some pressure. Though with our height difference it becomes sort of difficult to, you know, kiss and grind at the same time so I move to palm at him instead. Our kissing quickly becomes more and more desperate and so do his hips. I can’t help but to nip and bite and suck at his lips and tongue. I pull away from the kiss a inch or two still holding onto the tip of his tongue for a second before releasing it back to him in favor of stripping him down.

I pull his hand up to my mouth and bite down on the tip of his gloved middle finger, slowly dragging off his hand and do the same with the other but this time leaving a wet stripe on his palm after, making it a point to leave a gentle kiss on his “tattoo”. Then I move to his boots. Jesus fucking Christ those damn boots. They’re so… sexy but so damn annoying. Thigh high tight leather boots. Only Jules. My struggle to peel them off almost kills the mood but the humor of it keeps it light enough. I move back up his body and easily pull away his white button up. I can’t help but stare down at him. I hadn’t even realized the sun had started to rise until It peaked through the open window (hmmmmmm we should probably close that……..or not ;p) sending radiant shades of purple and orange to dance on his face and chest. I finally catch just how far down that delicious blush goes, and oh does it go far, from his ears to his naval. Oh I just want to lick him up I think to myself immediately latching my lips to the cord of his throat and sucking.

He lets out a moan “Y-yes” I make sure to trace the path of his blush leaving light kisses on his ears, then his eyelids, cheeks, smile, and chin. Then a little rougher at his neck, shoulders, and traps making sure to knead the skin in my teeth between kisses and licks. Now down to his chest and belly, I drag my tongue down making eye contact all the while as he stares back biting his lip in anticipation. “Come on I can take it” he grinds out “Just cause the curse is gone doesn’t mean you can go easy on me” I answer him by biting down hard on his right nipple and he arches into me with a low groan.

“Trust me I won’t” I say slyly watching the excitement dance in his eyes. I suck and pull on both nipples and leave bites all down the sides of his chest and stomach before yanking at the thicker piece of flesh right above his belly button where a piercing would go. I yap up the blood I spilled and glide my tongue down to the v of his hips leaving a light red trail behind me.

“You’re going to be the death of me” he whispers. I smile and proceed to dig my thumbs into the deep groves of his pelvis and curl the rest of my hands around his hips digging my fingernails in deep. I tuck my tongue under the hem of his pants as far as I can go and bring it back up to his belly button and he squirms so deliciously at the action moaning my name, I can’t help myself anymore. I snatch his pants off enjoying the delightful bounce of his freed cock and the little wet spot it’s left on his skin. I throw his pants across the room quickly taking my place between his legs. I squeeze his thighs hard enough to leave bruises and suck little marks from the hollows of his knees all the way to the crease of his thigh. The bob of his dick catches in my peripherals and I smile against his skin. “(Y/n) please I can’t take it anymore” I look up to see his dick swollen, bright pink and dripping.

“Actually I think you’re going to be the death of me if you keep looking this scrumptious” I say leaning forward. I lick a nice long stripe from base to tip the swirl my tongue around the head.

He bucks up “AhH please please” I chuckle but do as he asks, so good for me i think wrapping my mouth around his moist heat. He bucks up again and I hold his hips down. Sure to leave bruises. His hands come up and tangle into my hair and he breathes harder and harder tugging lightly. God he’s so gentle with me. Adorable. Right as he gets to his edge twitching in my mouth I pull off with a sickening pop and he groans from the pressure. His pink dick throbs again, soooo cuteee

I climb off the bed to go to the closet stripping my pants off on the way there. “Why’d you leave?” he asks when I come back still panting desperate for relief.

“I have a surprise for you. I didn’t want you to cum before I got it out.”

“A surprise?” He says cocking his head trying to peak around my body at the object(s) in my hand.

“Oop you’re right I think actually have two for you love, or is it three” I smile tapping at my chin as if I forgot. He flushes then changes his shaky smile to a more seductive one,

“Then why don’t you come over here and show me what you’re made of already. Scared?”

“Oooooo after that comment you should be the one that’s scared” I snort shoving his surprises in the bedside drawer for now. He looks a little disappointed (cute). I climb back on top of him kissing him deep and shoving my tongue in even though he’s already given me access. I smile into his mouth and grab his cock squeezing lightly just where he likes and whisper into his gaping mouth that’s waiting for my return. “Here’s surprise number one love” my hand glows a soft blue then starts vibrating quickly. He immediately bucks into me, hard. “You like it? I’ve been practicing just for you babe” I say licking into his mouth which is gaping wider due to the sudden rush of pleasure. I pick my body up off his and remove my hand. He finally lowers his back onto the bed again. Hehe not for long I think smiling slyly to myself. I put just the tip of my finger on the flushed tip of his dick and activate the spell again. He arches again. The vibrations are so fast that his dick is actually bouncing off of it. Small fast little bobs and it’s lighting me on fire. I can feel my slickness growing. Hmmm not yet I wait for him to almost reach his release once more before I stop again sliding up his body to reach the drawer allowing my thigh to rub against him gaining me a quick hiss. I slide back across his body and he catches a glimpse of surprise number two he bucks up unconsciously just at the thought of it.

“God you’re torture” he breathes raggedly.

“Oh you like it that much? I’m so glad. I made it myself” I wink at him while inserting one end of my new glass blown ribbed strap into me smiling quite proudly. The smile quickly leaves as my face contorts due to the added coldness but also the slight release. I pull out the bottle of lube and drench my fingers. I place my thumb on his perineum and pushed then then circle and hook my fingers repeatedly on his tight ring.

“Gahhh fuck youuuuu” he puffs out

“No Jules. I think it is I that is fucking you” I say plunging two finger into his tight ass and curling. He lifts off the bed again practically screaming, damn maybe I should have closed the window. I think, though dismissing it quickly. I scissor and stretch him making sure he’s ready while making my thumb vibrate on that sensitive piece of skin right between his balls and his ass (perineum btw) he gasps and I pull out keeping my eyes trained on the hole he’s been burrowing into his bottom lip with his teeth. I move forwards between his legs and he automatically hooks them around my waist while I line myself up. I push in slow and he arches so hard and so high I almost slip out.

“Did I make her too big for you?” I giggle.

“Hmph i-it’s per-fect” he stutters as i bottom out in him.

“Ah my beautiful Jules. What did I do to deserve you” I sigh.

“You know I want to kiss you so bad right now but you’re too damn short. I can’t reach.” He says heavily, craning his neck down to try to reach.

“Geez don’t rub it in. It’s not my fault you’re a whole 6’4, fuckin Sasquatch imma whole foot shorter and I’m the one wrecking your ass so stfu” I puff thrusting hard.

“HmPh aggressive” he says wiggling his eyebrows at me. I plant my fists at his sides and thrust harder.

“You know it ;)” I say with a cocky tone even though I’m struggling to find a rhythm. He keeps slipping and shifting upward I can’t keep him steady. I yank his hips down closer to me, lean forwards on his chest and hook my arms back and behind his shoulders. Hmmmmm much better I sigh finally having a stable hold to create a solid rhythm so he doesn’t slip every time I thrust. I push harder, pulling almost all the way out each time to slam in hard than the last. At this point he’s a babbling mess. Hmmmmm on second thought I hope everyone in town hears this music ;) I can tell he’s coming to his edge. He brings his hands up to rest on mine as they dig into his shoulders for grip. I swear just his touch on my hands as he bounces on me feels like enough to destroy me. My pussy is annihilated honestly. Just at the sight of him. God I really do love this fool. I leave small kisses on the skin I can reach leaving quiet encouragements in between each. He lets out a loud choked off moan and arches hard suddenly and I can feel his release shoot in between us but I don’t let up pounding in. I ride him through it and into overstimulation until he’s shaking, screaming, tears start to roll down his face. I pull out slow and he winces,

“You alright?” I ask coming up to give him a soft kiss.

“Perfect.” He says, eyes closed looking completely blissed out. I smile and wipe the tears with my thumb and bringing it to my mouth. He opens one eye to peak up at me “Did-did you just like lick my tears?? You good?” He says in a fake judging tone.

“You know if you think that’s weird get ready for surprise number three love.” I kiss him again pushing my hands up into those soft auburn curls and scraping my nails across his scalp eliciting a little shiver. His shoulders relaxed and I leave a little kiss on his forehead before dipping down and licking the cum off of his stomach making his dick twitch against my chest. I come up and kiss him again tangling a hand in his hair again and letting the fluids mingle in our mouths. With my free hand I open the drawer to pull out surprise number three. Jules is still quite distracted tasting himself on my mouth so I take the opportunity to get started. His eyes shoot open when he feels the cold leather on his neck. I latch it and he looks up at me bright red. “Ooo yes keep that face it matches the color so well.” I say gliding my finger across his new bright red collar.

“You know I think this one might be one of my favorites” he says coming up to kiss me again dragging his tongue over my lips.

“Hmmmmmm get ready surprise number 3 has a few parts” I say playfully He looks up at me expectantly as I grab the rest. Red rope and a red leash to match his collar, all nicely complimenting his hair. The look on his face is absolutely pitiful and so full of lust, his eyebrows are knit together and his lips swollen from bites, his own and mine. I rub his cheek lightly and he pushes into the touch, god.

“Come on” he puffs “I’m ready” he says staring up with half lidded eyes. God not the bedroom eyes Jules I’m dyingggggggggggg. I lean back binding his wrists together tugging to make sure it’s secure. I pull him up so he’s sitting upright and he immediately tugs on the front of my shirt. “You too, please.” To be honest I had forgot I was still clothed from the waist up. I look down to find cum, sweat, and blood stained everywhere, guess I’m throwing this away, gross. I agree and strip off my shirt leaving on my bra, he tugs on that too staring intently.

“Nuh uh you gotta wait for that one” I say smiling pulling his restraints forward to lay a kiss on his nose.

“Mhhhhh I hate you” he groans at me rolling his eyes.

“Is that so love? Well let me show you how passionately I feel about you. On your knees now please” i say in a harsh tone throwing his hands to the side forcefully. He lights up red again but does as he’s told. Since his hands are bound in front of him he lays his chest and head on the bed keeping his ass high. I nudge his legs further apart running my hands up and down his thighs and hips. I hum stroking up his sensitive inner thighs feeling him shiver under me. I reach up and spread his ass then pull back and send a crisp slap to his right cheek. He arches hard letting out a loud groan and I rub the fresh print to ease some pain before sending another hit to the other cheek. I repeat the same action over and over a few times watching his aching cock bob with excitement creating a small pool on the sheets below it. I decide to give him a little release…..but just a little. I press my hips against his ass receiving a hiss at the pressure and cold skin. The heat radiating off the hand marks I left makes my insides throb and my mouth water. God he’s delicious. I try to compose myself leaning over his back rubbing little circles into his wet belly. I make sure to slide the strap right up next to his heat and I roll my hips. He lets out a high pitched moan and tries to lift his head off the pillow. I push him down lower and keep grinding against him with the toy until he’s panting.

“Please please please darling ….ahhhHha” he groans as I push again “you’re such a tease” he says breathlessly.

“Hmmmm you love it” I say smiling into his skin leaving small kisses. I rub against him a few more times until his breaths get more erratic. When they do I slid up and hook the red leash on the collar and pull. The front of his body lifts off the bed and he lets out a choked moan. “Is it too much?” I ask with worry in my voice. He smiles looking back at me,

“it’s great you know id tell you if it wasn’t” he grinds out pushing his ass up against my hips.

“Mhm just checking” I whisper more for myself than him. I line myself up and push into him harshly while keeping a tight grip on his leash. As I pound up into him his bound arms bounce against his stomach in time with his dick. I pull his head back so far I can feel his hair brushing against my shoulder. I bite hard into the skin I can now finally reach watching the blood bloom and slide down his chest before I could catch it with my tongue. I hear his moans get louder and he starts pushing back onto the glass strap as he reaches his edge once again. I grow slicker and slicker right at the edge of release and I lose my rhythm. I’m so close and so is he but for some reason I just can’t get the right angle and the right feeling for myself so I focus on him instead. I give him a few quick slaps to his thighs and a few more hard wide thrusts that he bounces hard back onto and he comes undone in seconds.

I release the leash and squeeze his slim waist hard to keep him steady, but instead of falling forward he goes back onto my chest his head finding my shoulder and I watch his one red eye roll back then pinch closed in pleasure as he releases all over the sheets screaming my name. We really should have laid out towels. He’s still up against me a panting mess. I let him come down while I untie his wrist rubbing them a little before moving to undo the collar. I put it aside and kiss the side of his face tracing up and down his torso with light fingers. To my surprise he pulls off the glass toy trying not to show any discomfort at the action. He turns around and immediately catches my mouth with his. He runs his tongue along the roof of my mouth and pulls me into his lap I feel warm leather come up and latch around my neck. He tightens it a bit never releasing my mouth. I jump a little finally releasing the kiss as I feel the glass toy being pulled out of me. He pulls it up to his mouth and licks it, cleaning it of all evidence of me.

“I know you didn’t cum” he says tossing the toy aside and inserting three fingers into my dripping heat. I gasp turning bright red and throw my head back, he uses the leash that was still attached to hold my head there. I smile up at the ceiling while he pumps his fingers into me,

“You sly dog.” To my surprise he removes his fingers and the leash to stand pulling me up and wrapping my legs around his waist. isn’t he sore? I think to myself instinctively hooking my arms around his neck. He chuckles sticking out his lower lip to “pout”.

“What I can’t give a little loving back?;)” he kisses me deep and gentle and I feel my back hit wood and a cold breeze rustle my hair. I smile into the kiss but he doesn’t seem to care continuing to kiss my parted lips and teeth, Ilya you fool.

“Oh we’re an exhibitionist are we? I say playfully. He finally opens his eyes and leaves a peck on my nose.

“Aren’t you the one who left it open in the first place dear? Maybe you wanted them to hear us too ;b” I smile and nip at his lip,

“Hmmmmm maybe I did” almost the second I finish the sentence my head is snatched back by the leash and partially hanging out of the open window. He immediately moves to my collar bone leaving sweet little kisses and licks while rubbing himself against me. I can’t help but buck into him and groan out into the morning air. I can feel spit running down my chin, my mouth still gaping as I chased the pleasure. He takes the opportunity to hook a thumb in the corner of my mouth and lick into it making sure to clean the mess I’ve made on my chin. I buck again and bite down on his thumb as electricity shoots through me. “Ilya please I fucked you three times already I don’t think I can’t take much more.” I mumble his finger still tucked in my cheek.

“Oh my so needy” he whispers exaggeratedly lining himself up. He pushes in without warning releasing my mouth and I basically scream out the window for the whole town to hear. At this point the sun has completely risen and I can hear people start to leave their houses for the day. They’re going to think I’m getting murdered or something. I think bringing a hand up to muffle the sound only for it to be pulled back down in favor of removing my bra. He releases the leash but I keep my head in place and help him get my bra off my arms. The second the garment is shed he latches onto my breasts sucking, biting, pulling, licking and rubbing all while continuing to pound me up and what felt like out of the window. I wind my fingers into the soft hair at his nape and pull, the other hand coming up to stroke his face,

“aH jULes I love you SO much. Perfect perfect PERFECT” I yelled out the window again.

He hums happily against my skin “I love you too darling.” he whispers at my collar bone one hand leaving my chest in favor of rubbing at my clit. He circles it pounding harder and I finally cum with a choked scream pulling him closer as I clenched around him and he continues to pump, though it becomes more erratic. He bites into my shoulder only hard enough to leave a small indent (so gentle) and the over stimulation throws me back into the high as I cum again screaming louder than the first. Two more harsh pumps and he’s releasing for the fourth time.

He leaves kisses up the panting column of my throat and up my jaw finally leaving a deep kiss right on my lips that I can’t help but hum happily into. “You know you never cease to surprise me doctor” I say with a wide smile.

“Same to you dear” he says pulling out and lowering me from the window sill. He removes the collar and kisses me again this time rather sleepily. I look over to the bed only to see an absolute disgusting mess on the sheets. Thank god for Asra, I think remembering the pile of pillows and blankets he used when reading in the corner of the room. I walk over too it dragging Ilya close behind and flop down onto the mound of comfort, he follows suit. I roll over to curl into his body enjoying both the warmth and the view.

“You look so handsome covered in purple and blue” I say looking up at his duel colored eyes. He blushes and averts his eyes.

“Ya? Well maybe we should do this more often then.” He states with a warm smile. “Thanks by the way. I have to say that glass work was quite masterful” he giggles.

“Aw thanks. I”m glad you enjoyed it but damn, now my abs feel tight as fuck” I say with a goofy tone.

“Yikes same, my legs feel weak as fuck.” We laugh with each other for a little trading silly compliments and “I love you’s” before dozing off together. God I love this man.

Bonus: Asra runs in panicked after someone in town said they heard screaming from the shop. He bolts upstairs basically screaming only to find the most revoltingly dirty sheets and two just as dirty people in a pile of HIS pillows, wrapped in HIS feather blanket, snoring as loud as possible. “Oh my fucking god I can’t believe these two heathenssssss!” he says running down the stairs to bleach his eyeballs.

#julian devorak #the arcana #ilya devorak #julian x mc #julian x reader #we gettin it tho

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seotipsandtricks-me · 6 years ago

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Product or brand differentiation is an age-old problem for marketers, made even worse by the relative lack of geographical barriers that exist online. When a retailer doesn’t need to differentiate itself, it probably won’t, but one of the main retail problems experienced online is how to get customers when they have so much choice. For example, most people reading this in the UK will do their weekly shop at Sainsbury’s, Tesco, Asda or Morrisons. I’m willing to bet that decision is motivated almost entirely by convenience. If you live near a Tesco, but move to the other side of town and it’s now easier to do you shopping at Asda, do you care? Probably not. The same is true of other retail sectors that have physical shops. You’re about to redecorate your bedroom and need some paint. Do you choose between B&Q, Wickes or Homebase because you have a deep affinity with them? Or do you choose whichever happens to be the easiest to drive to? When it comes to online retailers that sell similar products, at similar prices to their competitors, they simply must find a way to differentiate themselves. However, it’s not enough to simply recognise that, organisations simply must find a way to put it into practice. In this blog post we’ll be exploring two ways in which retailers differentiate themselves in their marketing, using real examples and tips for how you can do the same. Retail with a conscience In 2019 and beyond, consumers are becoming increasingly aware of social, environmental and economic issues that are facing the world, and many are taking their hard-earned money and spending it with retailers who have differentiated themselves from the competition by having a conscience. In 2016, Morgan Stanley surveyed 1000 customers in the UK for their views on clothing retailers and found that while price and quality still rank as the most important factors affecting buying decisions, ethical concerns have increased by 9% in importance since 2010, especially among the younger consumer demographics. A study of 2000 US adult internet users in 2015 found that more than half of respondents stop buying from companies they believe are unethical. It’s clear that this is a growing trend and retailers that wish to succeed and differentiate themselves in 2019 need to make sure that they’re ethical. So, what’s an example of an ethical company that succeeds? Patagonia The high-end outdoor company that’s beloved of explorers, and trendies in equal measure is also a fantastic example of a company that’s differentiated itself in its market by walking the walk, not just talking the talk. It should seem like a no brainer for an outdoor company to be ethical but Patagonia have been the trendsetters that others have followed. Patagonia’s entire supply chain is ethical which includes certified organic cotton, a high percentage of recycled fabrics, excellent labour conditions, strong animal welfare policies and a general willingness to change when issues arise. Listed as one of 2018’s most Innovative Companies, they have openly bucked the trends of other major companies trying to stay neutral on hot topics and have encouraged their staff to take days off to vote in elections, to champion environmental protections, sued the Trump administration, and even donated their unexpected $10m windfall from Trump Tax Cuts to grassroots organisations that fight the causes of climate change. It’s something that seems to be working. Every time they amplify their social mission, their revenue grows even more. In fact, it’s estimated that from 2014 to now, revenue and profits have nearly quadrupled and now stand close to $1bn. Like it or not, the younger generation of consumers are increasingly conscious of how and who they spend their money with… and retailers need to act. In fact, it’s suggested that 92% of millennials are more likely to buy products from ethical brands and retailers. If you’re a retailer rather than a brand, you may not have the flexibility to be able to make wholesale changes, however, there are a number of things you can do to appeal to the ethical concerns of your customers. Examples could include: Ensuring your logistical partners are aware of and committed to reducing their carbon footprint. Committing to your own environmental policies. It could be committing to become carbon neutral, or plastic free by a specific date. Ensuring that any external delivery providers you use are committed to respecting worker’s rights. Shout out to Hermes here who have recently committed to do doing so. Ensuring your own workers are treated properly as a minimum and go above and beyond to treat them great. For example, compare the press coverage of Sports Direct with that of Richer Sounds. Investing in your own CSR efforts. Cultivate and Embrace a Community As we’ve already discussed, it can be hard to differentiate yourself from the competition, especially if the products you sell or the service you provide is similar. Currently it’s estimated that: 93% of millennials have made a purchase based on a recommendation from a friend or relative 89% of millennials trust these recommendations over the claims of the brand itself By 2025, 75% of the American workforce will be millennials Clearly, cultivating and embracing a community of customers and advocates could ensure an organisation’s continued success. So how do you go about this when every other retailer is looking to do the same? Broadly, brands that take something unique about their brand or service and amplify it tend to perform best when it comes to creating a community. And naturally, some industries lend themselves to this better than others. Let’s have a look at one of the best examples of this happening organically, and then explore how their lawyers very nearly ruined it all. IKEA Hackers This blog, started by Malaysian IKEA fan ‘Jules Yap’ in 2006 has grown to be one of the most well-known home and DIY blogs online. It’s also spawned social media communities on Instagram, Facebook and Reddit as people post their own hacks of famous IKEA furniture. These sorts of online communities and groups are worth their weight in (flat packed) gold and many retailers spend significant amounts of time and money to grow them, so the fact that this one grew organically is even more special. Of course, IKEA aren’t the only company that sells flat pack furniture, but through their product differentiation they certainly are the most associated with modern, sleek and innovative home furniture, and they have an army of devoted fans. That’s why what happened in 2014 is even more baffling. A tl:dr version of that link is that IKEA got their lawyers involved in a trademark dispute over the small amount of advertising revenue that Jules was making from her site. As Gizmodo put it… “It’s petty and tone deaf, a rare misstep for a company that has a knack for good PR. Instead of encouraging a blogger who has spent years creating what amounts to free publicity for Ikea—and helping people find more reasons to buy products they may otherwise have overlooked—the company is bullying her over a tiny amount of advertising revenue.” Ultimately, IKEA saw sense and reversed their decision, so long as the site doesn’t contain any commercial elements. Ultimately, they must have seen the value in an engaged and devoted online community. They probably didn’t want the bad PR either. Sephora The French beauty giant Sephora quite rightly gets lauded as one of the best when it comes to growing and maintaining an online community. Their Beauty Insider forum was created off the back of thousands of online reviews and questions on their main site. It acts as a hub for their customers to share beauty tips, ask questions, and help solve others’ problems. It also allows customers to upload their latest looks with Sephora products and the platform automatically links to the products for people to purchase them directly. https://www.sephora.com/gallery/?opi=2648420102 At the time of writing there are over 3000 pages of forum entries, and the retailer themselves have barely had to lift a finger! Users have access to thousands of unbiased reviews and queries, with the added bonus that they become influencers themselves. It’s been described as “like Reddit for beauty lovers” So how do you go about creating a community? Creating a community to differentiate yourself from your competition is not easy, but if you invest the time and effort to do it properly then the effects can be priceless. Identify a theme or area to build around. In the examples we’ve seen, the people involved had a clear idea or theme to focus their efforts on. Potential members of that community are much more likely to get involved if they know what it is… obviously. Do something different. While not impossible, it’s unlikely you’re going to draw people away from an existing community if you don’t offer them something new and/or better. Identify a gap, solve a problem, do something new and exciting, or make life easier for someone. Don’t Give Up. These things take time, money and a lot of effort but if it’s done right then it’s money well spent. Have a plan and follow it through. It’s also important not to get too hung up on ROI and measurement. These things can often be based on ‘feel’ rather than raw data. Recognise when to hand it over. Ever been to a party where the host tried to force the fun? Well this is the same. Despite building it and putting in the effort, a community always belongs to the users. Allow them the freedom to express themselves as they like. Make sure to choose the right platform. If you’re making your own, then you have more autonomy but if you plan to use an existing platform then you need to consider who uses it and for what. IKEA Hackers probably isn’t very active on LinkedIn, for example. We’d love to hear some examples of online communities you’ve seen online, or perhaps you’re part of. Let us know in the comments or on social and if you need assistance identifying and growing your user marketing then don’t hesitate to get in touch. 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