Bic session 4

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Bic session 4

  1. 1. 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.
  2. 2. 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.
  3. 3. 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.
  4. 4. 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.
  5. 5. 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.)
  6. 6. 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.
  7. 7. 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)
  8. 8. 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.
  9. 9. 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.
  10. 10. 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
  11. 11. 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!
  12. 12. 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.
  13. 13. 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.

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