Winning Fans (and Customers) Through Continuous Engagement

3. Create real-time relevancy. Utility is circumstantial, Baer said. You need to be useful to a customer when they need you. Baer cited Columbia Sportswear's What Knot to Do app as one that offers real-time relevancy. The app shows users 70 must-know knots, ensuring they'll always have just the right knot at the ready, with clear step-by-step tying instructions, to meet any and every outdoor need. And just like the Clorox example, Columbia doesn't sell rope. But it knows the app would be useful to consumers who buy the outdoor gear and apparel it sells.