Customer experience places: the new offering frontier

Abstract

Marketing flounders at many companies today, as people have become relatively immune to messages broadcast at them. The way to reach customers is to create an experience they can participate in and enjoy, the new offering frontier. To be clear, this article is not about “experiential marketing” – that is, giving marketing promotions more sensory appeal by adding imagery, tactile materials, motion, scents, sounds, or other sensations. Rather, as a key part of their marketing programs companies should create experience places – absorbing, entertaining real or virtual locations – where customers can try out offerings as they immerse themselves in the experience. Companies should not stop at creating just one experience place; marketers should investigate the location hierarchy model to learn how to design a series of related experiences that flow one from another, creating demand up and down at every level. These various real and virtual experiences generate new forms of revenue and drive sales of whatever the company currently offers. When experience places are done well, potential customers can’t help but pay attention – and the leading companies find that customers are willing to pay for the experiences.