Skip to main content
padlock icon - secure page this page is secure

Customer experience places: the new offering frontier

Buy Article:

$41.32 + tax (Refund Policy)

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.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: Experience; Innovation; Marketing

Document Type: Research Article

Publication date: July 23, 2002

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more