Week10 - How are experiences staged?

Question 1

What is an example of a service that has been developed into an experience?

Answer 1

Taxi vs Limo.

• Both get the consumer from A to B. Limo is more expensive than Taxi.
• However Limo has been developed to offer consumers an experience that is memorable compared to the boring experience of the Taxi.

The taxi is only used for its utilitarian purpose but taxi is memorable.

Question 2

Why are marketers trying to stage experiences?

Answer 2

• Source of differentiation from other competitors.
• Source of advertising, publicity from word of mouth, consumers promoting.
• Improve customer experience.
• Potentially charge for the experience or increase prices of products/services within the experience.

Question 3

Company example of offering an experience and what benefits to the consumer does this experience have?

Answer 3

Nike - NikeTown.

• 80% of consumers want a physical experience as part of their shopping experience.

Offer consumers a shopping experience including:
- Design your own shoes and collect them in-store within 45mins.
- Changing rooms with custom lighting.
- Scan QR code to see what the manikin is wearing.
- Build an online shopping list in the Nike App, then clothes sent to the changing rooms for consumers.
- Reserve clothing online, then try on in-store to save consumers time of looking around.

Question 4

How should companies design experiences?

Answer 4

Experience design is becoming as much an art as product design.
- “Build a company that stands for fun” - Richard Branson.

Engage all 5 senses.

Question 5

What is an example of an experience that engages all 5 senses?

Answer 5

Holi festival in India.
See - Display of colour paint powder.
Hear - Chanting, music, traffic.
Taste - Indian cuisine and street food.
Smell - Smell of the bustling city heat. Scents of rose, amber, jasmine.
Feel - Silky materials, stone of ancient palaces, food by hand (bread, rice, etc).

Question 6

What is Experiential CV (Keinan & Kivetz 2011).

Answer 6

A checklist of experiences.
- Consumers motivated to multiply and share memories of extreme experiences to build their experiential CV (Keinan & Kivetz 2011).

• Productivity mindset drives consumers into applying a work ethic into their leisure time. (Keinan & Kivetz 2011).

Question 7

How come companies design memorable experiences? - 5 key design principles (Pine and Gilmour 1998).

Answer 7

1. Theme the experience (theme restaurants for different cultures, nationalities, specific dates on time - e.g. 1990s).
2. Harmonise the experience with positive cues.
3. Eliminate negative cues.
4. Mix in memorabilia (consumers buy tangible asset to remember the experience of build their experiential CV).
5. Engage all 5 senses.

(Pine & Gilmour 1998).