Experiential Retail

BRAND EXPERIENCE –

BRAND-CENTRIC TO CUSTOMER-CENTRIC 

Brand experience is the cumulative perception of a

brand, based on impressions garnered from visual, verbal

and experiential encounters with the brand.

 

Experiential Retail

BRAND EXPERIENCE –

BRAND-CENTRIC TO CUSTOMER-CENTRIC

 

•The brand experience encompasses a range of

intellectual, sensory and emotional connections. •The experiential aspect consists of the sum of all points

of contact with the brand, called touch points. •Some touch points are controllable e.g. retail, products,

websites, services, advertisement etc.; some others are

less controllable or, at times, even uncontrollable e.g.

word-of-mouth, press/blog comments etc. •Successful brands arise from consistent, coherent,

holistic and well-implemented brand experiences.

Experiential Retail

BRAND EXPERIENCE –

BRAND-CENTRIC TO CUSTOMER-CENTRIC

 

Brand centred experiences are directly formulated around the brand and its products, values, services and messages.

 

Consumer centred experiences are experiences derived around the consumer and his/her likings, interests, lifestyles and worlds of reference.

 

Experiential Retail

BRAND EXPERIENCE –

BRAND-CENTRIC TO CUSTOMER-CENTRIC

 

User experience is the experience lived by a brand’s audience, seen from the point of view of design professionals.

 

Experiential designers are professionals or companies which specialize in the designing of experience touch points.

 

Experiential Retail

BRAND EXPERIENCE –

BRAND-CENTRIC TO CUSTOMER-CENTRIC

 

Experiential marketing is a relatively recent branch of marketing, which studies, analyses and/or defines a brand experience or a consumer experience in all its declinations (products, services, corporate image, retail, events etc.)

Experiential Retail

EXPERIENCE DESIGN – BEYOND VISUAL MERCHANDISING

It is the practice of designing products, processes, services, events and environments with a focus placed on the quality of the participant’s experience and culturally relevant solutions, with less emphasis placed on increasing and improving functionality of the design.

Experiential Retail

EXPERIENCE DESIGN – BEYOND VISUAL MERCHANDISING

According to Nathan Shedroff, there are at least six dimensions to experience:

1.Time/duration (initiation, immersion, conclusion and continuation)

2.Intensity (reflex, habit, engagement)

3.Breadth (products, services, brands, nomenclatures, channels, environment/promotion and price)

4.Interaction (passive, active, interactive)

5.Triggers (all human senses, concepts and symbols)

6.Significance (meaning, status, emotion, price and function)

Experiential Retail

EXPERIENCE DESIGN – BEYOND VISUAL MERCHANDISING

Experiences and Interaction: Interactivity is one of the most important dimensions of customer experiences.

 

Active experiences engage the audience to participate within the experience by actively and deliberately performing a certain task or action.

 

Passive experiences address the participant without having him/her perform any specific task or action.

Experiential Retail

EXPERIENCE DESIGN – BEYOND VISUAL MERCHANDISING

Dynamic experiences: Utilise moving and changing audiovisual elements.

Static experiences are formed by elements that do not change or move in any way.

Experiential Retail

EXPERIENCE DESIGN – BEYOND VISUAL MERCHANDISING

The 4 E’s of Experience Design:

Pine and Gilmore have identified four types of consumer experiences:

1.Entertainment experiences

2.Educational experiences

3.Escapist experiences

4.Esthetic experiences

Dynamic/Passive/Active

Experiential Retail

EXPERIENCE DESIGN – BEYOND VISUAL MERCHANDISING

Roadmap for Experience Design (XD):

1.Theme the experience

2.Harmonise impressions with positive cues

3.Eliminate negative cues

4.Mix in memorabilia

5.Engage all five senses

The Value of Stories: Brand/Conversational stories!

Experiential Retail

•Business is currently in its fourth economic evolution –

passing from commodities to goods to services to its

current experiential nature.•Brands, too, are moving on towards Brand 2.0 –

empowering consumers to generate content,

share/network with other consumers and friends, as well

as to personalise products and services offered by the

brand.•Participatory and multi-sensory experiential design

process are relevant to this new experiential offering as

they target holistic experiences, compared to visual

merchandising alone.

Experiential Retail

•The new generation of consumer – called Generation

C – is interested in social networking, generating and

sharing content, always searching for immersive

experiences and is hands on, tech savvy and media

friendly. Digital natives.•Augmented and mixed reality environments which

seamlessly merge the physical and the virtual worlds are

the new man-made spaces.•Experiential retail generate the highest amount of

purchase content.•Social retailing and retail 2.0 are the retail practices that

belong here.