Branded experiences is what separates luxury brands and truly helps to create great customer loyalty

1. Creating luxury brand
experiences
Tips to bring your brand to life through customer
experiences
www. dianasherling.com / dianasherling@yahoo.co.uk

2. 1. CONSUMER TRENDS

3. ‘Collector of experiences’
“This year I made a promise to myself. Each week I would try
something new that expanded my view and forced me to step
out of my comfort zone.. I would become a collector of
experiences”

4. ‘breaking the fourth wall’
“Revolutionising the way brand tell their stories in retail
environments to create brand immersive experiences” Future
Foundation

5. ‘BRAND experiences are
shared experiences’
‘The new customer experience is actually a journey and it’s driven
by the shared experiences. It’s perpetual. It’s emotional. With big
data, social media listening, research, customer information is more
than readily available’ PSFK.com

6. ‘PERSONALISATION and
CUSTOMISATION’
‘Brands are adapting to give consumers a more
individual experience of their products’ Trendwatching

7. Crafted brand bespoke
experiences are the best way
to target the wealthy
http://www.wealthx.com/wp-content/uploads/2014/04/Wealth-X-Luxury-Sentiment-Survey-Vol-21.pdf

8. 2. Out-of-the-box
brand experiences
Driving emotional connection to brands

9. Sephora recognised the
need to connect the
importance of scent with the
value of tactile experiences.
The ‘pop up’ museum set in
the fashion orientated meat-
packing district of
Manhattan mixed education
and entertainment in an
appealing manner for their
fashion-conscious key
target audience

10. Aloft’s (Starwood Hotels)
stay and play connected
their guests love of music,
their passion for discovering
new talent and their
excitement for love
performances with
emerging music talent.
The campaign enabled Aloft
to further solidify the
brand’s image as a brand
that ‘get’s and celebrates
the lifestyle of their guests
by helping them explore
music through emerging
talent.

11. Adidas France noticed that
their sales were down
particularly with their 14-19
year olds.
Through research they
learned that this group
hated to run, didn’t consider
Adidas, but loved action
films.
‘Real-life’ experience
enabled a teenager to be
the central hero of their own
Mission Impossible
adventure.

12. 3. Automotive brand
experiences
Driving experiences and track days

13. Bentley on Ice in Finland
6x programms in 2015, in Jan and Feb,
with 18 places in each group.
4 day excursion, guests drive on icy
lakes, ride snowmobiles, husky dog sled
rudes and relax in the Ruka Peak
Resort. Promotes loyalty through
immersive events.
New offers in 2013 of driving tours and
curated exepeirences in UK, Italy,
France and US and links with partners
such as Chanel and Harrods.

14. Ferrari Cavalcade
Event host to 90 Ferrari ownersfrom 27
countries on the course through Sicility
annual drive
“This is an absolute marketing technique
on three levels,” said Charles Hughes,
founder of Brand Rules, Snowmass,
CO. “First, for the lucky people who are
there, it is the trip of the lifetime, it is
magic.
“For the owners who can’t be there, it
gets marketed to them and allows them
to dream about it and makes them feel
like they are part of a special club by just
being a Ferrari owner,” he said.
“And lastly, for those who do not own
one, it gives them an idea of what
owning a Ferrari might be like.”

15. Master Maserati driving
courses Driving courses
with the promise
of authentic
Italian cultural
experience at
the Varano De
Melegari course
in Parma for
owners

16. Bugatti’s Dynamic Drive
Experience
Dynamic Drive
Experiences in the
Grand Sport Vitesse at
4 events annually in the
US and Canada and the
first this year in Las
Vegas.
All drivers are
accompanied by the
Bugatti Test Pilot