This document discusses experience-based business development and the experience economy. It defines the experience economy as one where customers are willing to pay for experiences and memorable events rather than just products. It provides examples of companies that have incorporated experiences successfully, such as theme parks, tourist attractions, branding initiatives, and retail environments. The document also outlines six design principles for creating experiences, which include having a theme, harmonizing impressions, removing negative cues, creating memories, engaging all the senses, and achieving a natural overall feel.

1. FLANDERS DISTRICT of CREATIVITY
Unizo: Inspiration@
Experience Based Business Development:
ook iets voor u?!

2. WIE BEN IK?

3. Wie ben ik? sarapie
ters.co
m
° 1980 Manager In
t
Relations ernational
Fland
ers D
C
Passie voor crea
tiviteit,
innovatie en men
sen,…
Lopen, sporten e
n reizen

4. WAARVOOR STAAT FLANDERS DC?

6. EEN TOEKOMST VOOR VLAANDEREN
Finland?
Vlaanderen
China
Innovatiegedreven
Innovation - driven
& India
Welvaart per hoofd
economie
economy
Efficiëntie gedreven
Efficiency - driven
economie
economy
Factorgedreven
Factor - driven
economie
economy
lage kost efficiëntie innovatie

7. INNOVATIE = CREATIVITEIT +
ONDERNEMERSCHAP
Markt
Technologie Cultuur
Maatschappij
Wetenschap Kunst
Business
ONDERNEMINGS-
CREATIVITEIT
Nieuw product, nieuwe dienst, nieuwe markt, nieuwe
strategie, nieuwe organisatie, …

8. BELEVENIS ECONOMIE

9. Welcome to the experience economy
B. Joseph Pine & James H. Gilmore
“A few years ago, I saw some
teenagers at a Wal-Mart putting
quarters into one of those elaborate
gumball machines with flashing
lights, spiraling tubes, and cascading
chutes—a roller coaster of sorts for
gumballs. They were feeding coin
after coin into the machine only to
watch gumball after gumball circle
around and around. And they weren’t
consuming the gumballs after they
came out! What were they buying?
An experience!”

10. VS:
• 307+ million inwoners
• 90%+ van de huishoudens hebben electriciteit
• kaarsen industrie = $ 2 billion / jaar
WAAROM?

11. We zijn op zoek naar iets meer, meer dan iets om te eten,
een plaats om te slapen,…
En dit “meer” is een zoektocht naar belevenissen
geworden…

12. Definitie
• De klant wil meer dan een product, hij is bereid te
betalen voor een belevenis. Ondernemingen vormen
podia voor het creëren van die belevenis, een
gedenkwaardige gebeurtenis, waar de klant een warm
gevoel bij krijgt. De waarde die de klant hecht aan die
bijzondere ervaring bepaalt het prijskaartje van het
specifieke product of goed. Pine & Gilmore
• Een gebeurtenis waarbij een persoon actief en
emotioneel betrokken is en die waarde en betekenis
heeft voor het individu. De waardetoevoeging zit in de
persoon zelf, de gewaarwording is het eigenlijke
product. A. Boswijk

13. Definitie

14. Definitie

15. Enkele voorbeelden
Thema parken, toeristische attracties etc

16. Enkele voorbeelden
Branding

17. Enkele voorbeelden
Storytelling

18. Enkele voorbeelden
Toegevoegde diensten

19. Enkele voorbeelden
Evenementen

20. Enkele voorbeelden
Clubs/Associaties

21. Enkele voorbeelden
Retail belevenissen

22. Enkele voorbeelden
Verpersoonlijking

23. Enkele voorbeelden
Do-It-Yourself

24. 6 DESIGN PRINCIPES

25. THEMA

26. Efteling Hotel
The Efteling Hotel is just seven leagues
away from the Efteling theme park and
offers guests the opportunity to live in a
fairytale world for one or two nights, or
more.
Let me tell you a fairytales

27. Autostadt
Volkswagen AG’s Autostadt spent $417 million to
build a new facility in Wolfsburg, Germany, that
consists of a museum, six restaurants, a hotel, and
several pavilions showing off all the VW group’s
brands – all in effort to transform industry
stereotype from just another dealership that sells
cars to an autobuying experience extravaganza.
Autobuying experience extravaganza

28. The “green” beer
Heineken Experience
The Heineken Experience is a museum dedicated to the
beer brand Heineken and the brewery in Amsterdam.
This museum offers you tours, interactive expositions
and two café’s. It also takes you back into the history of
the company en the development of the brewing
process over the years. With this museum, Heineken
tries to create a different point of view for their beer.

29. The magic of Studio 100
Plopsaland
The Plopsa parks combine the magic of
the Studio 100 characters with having
fun on many top attractions in a unique
environment.

30. Our products are not tested
on animals, never have been
and never will be
The Body Shop
One of he second largest
cosmetic franchise in the world

31. Welcome to the fun
Fanta
Drinking Fanta is fun.

32. Homemade Ice cream
Ben & Jerry
The story of two friends that
started a homemade ice cream
shop in an old gas station.

33. HARMONIE
&
VERWIJDER ALLE
NEGATIEVE INDRUKKEN

34. Walt Disney with their Disney Parks is
the recognised expert in offering
experiences. The workers are called
actors, you the visitor are the guests
and the theme park becomes the stage.
www.disneylandparis.com
Walt Disney

35. Torfs
For Torfs using harmonizing positive cues means personalising the service to
your customer. Torfs is in the business of selling shoes and this is tricky to
personalise. Making a real difference in the way they approach their customers is
what they want to achieve. This means the way in which they pay attention to
their customer, or the way in which they treat him or her, and try to ‘put themself
in the shoes of their customer’ and endeavour to find out what he or she needs.
Therefore they have had to give their staff specific training in personalising their
approach to the individual customer. How to greet and welcome customers into
the shop, and how to address certain problems, etc.

36. At the Lairesse Apotheek in
Amsterdam, for example, all
impressions are in sync with each other.
You can experience this pharmacy’s
vision through your senses, as it were.
www.delairesseapotheek.nl
Larisse Apotheek

37. Carglass already exists many years, but it is a nice
example of instantaneous gratification. When your car
glass is broken you can make an appointment by phone
or internet, when and where you want. At their local car Carglass
centers not only the cars get a premium treatment (the
broken car is fixed are replaced and on top of that your
car is vacuum cleaned, and the glasses are washed), but
as well the customers (free drinks, free wi-fi, free
newspapers, comfortable waiting rooms, and most
importantly friendly, smiling people)
www.carglass.be

38. Utopolis
The first VIP cinema in Belgium.
www.utopolis.be

39. Spoor Noord … or how cities can also
eliminate negative cues.
Spoor Noord is a brand new park in
Antwerp. Spoor Noord is a
contemporary urban landscape park. It
combines nature, light, space,
relaxation, culture, sports and events.
The western section of the park
includes a number of play areas, a bmx
and skate park, in summer a summer
terrace and much more.
The entire park has a lot of free space
to sunbath, picknick or relax. There
even is a public barbecue in the park,
just bring food, drinks and stuff to let it
burn. Clean the barbecue afterwards
and enjoy!
Reconversion of an old industrial area.
Park Spoor Noord

40. Dutch airline KLM released a video a few weeks
back demonstrating how they used social media
to spread a little happiness amongst some of their
customers.Their activity was to identify
customers who checked in on Foursquare or
mentioned on Twitter that they were flying with
KLM from a particular airport. KLM staff then
used the customer’s social media profile to find
out a little more about them in order to present
them with small appropriate gifts.
surprise.klm.com
KLM Surprise

41. Does your police office also looks
as attractive as the new police
office in Antwerp?
Police Antwerp

42. HERINNERINGEN

43. Like most museums and amusement
parks, Disney leads you past his shops
with different goodies, reproductions,
cards, etc after each attraction.
www.disneylandparis.com
Walt Disney shop

44. Adidas
Last year I participated in the Real
Berlin Marathon. After 42km each
runner received a green plastic
bracelet from Adidas, that you could
engrave with your personal best time in
one Adidas shop in Berlin. Don’t have
to tell you how eager each of the more
than 65.000 runners were to do so and
how long we were willing to wait
(surrounded by great Adidas runner
gear) for our personal bracelet.
www.adidad.com

45. Nike created the NikeTown chain of
stores with the goal of building its brand
and supporting sales of Nike products in
other general retail outlets. NikeTowns
are rich in such experiential elements as
exhibits that chronicle the evolution of
the company's shoe design, a usable
half-court basketball floor, and dramatic
video clips of star athletes like Michael
Jordan and Tiger Woods.
www.nike.com
Nike Town

46. La porte des Indes
Get emerged in Indian cuisine and
atmosphere, and get home with a
nice orchid after a delicious dinner.
www.laportedesindes.com

47. Delhaize
Young families with children are
Delhaize’s main target group. Not
only by reducing prices for some very
selected products like diapers or
baby food, but also by savings
campaigns like Pixar, Smurfs or
marbles they target young families.
Children even put their parents and
grandparents under pressure to shop
at Delhaize.
www.delhaize.be

48. E-shop for baby and childrens wear and toys. Nice products.
De
kleine
zebra
Quick delivery. And nicely wrapped. Because each article
that you buy is a present, even if it is for own consumption.
www.kleinezebra.com

49. If you have ever been to a Night of the
Proms concert, you will know that all
visitors get a small light at the
entrance. During the romantic songs
these lights turn the concert arena into
a see of small lights.
www.notp.com
Night of the Proms

50. Since 2005 AmuseeVous makes it possible for
festival-goers to visit more than 48 museums in
the Benelux for free during the summer, just by
showing their festival-wristband.
www.amuseevous.be
AmuseeVous

51. M&M
shop
Thought M&M is only about those
delicious chocolate candies. Well
wrong, go to New York and visit the
M&M shop. The New York City store is
within a 2,200 m2, three-level glass
box, on Times Square. It includes a
15 m-wide, two-story-high, "wall of
chocolate", made up of 72 continuous
candy-filled tubes. World in Times
Square is New York City's largest candy
store, and offers merchandise such as
themed clothing, dishware, watches,
and piggy banks.
www.mymms.com

52. Desigual
One of my favorite bags. Got it for free
last year…
“This fantastic exclusive edition
maxibag is yours for free with a
purchase over a minimum amount of
99€, in Spain.”
www.desigual.com

53. BETREK ALLE ZINTUIGEN

54. Have you ever noticed
the smell of freshly
brewed coffee in
shopping streets?

55. Would a new car be as exciting without that 'new car' smell?
Would you be very disappointed if we told you that the 'new car'
smell is artificial? I don’t think so. All automobile manufacturers
have specialists who make sure a new car smells just right.

56. Did you know that
supermarkets distribute
the sense of freshly
baked bread in their
bake-off departments?

57. Have you already tried
“chocolate sniffing”?

58. Did you know that the smell of oranges
can have a positive effect on the mood
of people in a disco? The smell of
oranges turns the visitors happy and
relaxed, they stay longer and consume
more.

59. Do you know that mobile
producers spend a lot of
research to find out the
right weight for a new
mobile? The average
weight of a cell phone is
between 200 grams and
800 grams otherwise it's
too heavy or light!

60. Did you know that lots of effort is
spent on making the right feeling
of keys on a piano or laptop
keyboard.

61. AT&T found out that
when you put on ‘silent
hold’ nearly 60% of all
callers hang up.

62. According to Lindstrom
74% of Europeans
recognize the Nokia ring
tone and associate the
tone with the brand.

63. When Porsche switched from an
air-cooled engine to a water-cooled
one, they received a tremendous
number of complaints. What was
the matter? The familiar Porsche
sound had disappeared. Porsche
moved heaven and earth to
develop a new exhaust system
whose sound was as close to the
old, familiar one as possible.

64. NATUURLIJKHEID

66. 6 design principes
1. Thema: Heeft het concept een thema.
2. Harmonie: Zijn alle indrukken op elkaar
afgestemd, zodat er harmonie ontstaat?
3. Verwijder negatieve indrukken.
4. Herinneringen: Zijn er zaken die je aan je
bezoek doen denken en die je graag wilt
meenemen als een aandenken?
5. Betrek alle zintuigen.
6. Natuurlijkheid, één geheel: Het geheel moet
een natuurlijke en authentieke indruk maken.

67. Sara Pieters
sara.pieters@flandersdc.be
www.exbased.eu