? Consumer experience, experiential marketing, etc. These are all topics that people often talk about in recent years. I believe everyone is familiar with it. If there is a kind of marketing that has the most marketing power in 2 1 century, it is experiential marketing. 2 1 century, consumers have not only paid attention to products. In order to stand out from the dazzling array of goods, operators should also increase consumers' experience and create comprehensive benefits through various other means and channels. But what is experiential experience? What the hell does that mean?

? Experiential marketing fully stimulates and mobilizes consumers' senses, emotions, thinking, action, association and other perceptual and rational factors by seeing, listening, using and participating, and redefines and designs a thinking mode and marketing method.

? Experiential marketing, in the era of full customer experience, not only needs to understand users thoroughly and comprehensively, but also should condense all-round experience and respect for users at the product level, so that users can feel respect, understanding and consideration.

? Why do young people like to go to Apple Store? Why are children fascinated by Disneyland? Because, in these places, people can not only enjoy the most avant-garde design and products, but also immerse themselves in an experience beyond reality.

? Then, how to fully stimulate and mobilize consumers' sensory, emotional, thinking, action, association and other perceptual and rational factors by watching, listening, using and participating? I sorted out some cases to see how they do experiential marketing.

Nike nick

Pay attention to the offline experience of consumers?

? The "Nike Experience Center" of new york Nike Company is a successful model of terminal experience marketing. Perhaps the reason why Nike is better than Adidas, Reebok and other brands is that it gives you an "immersive experience".

? Customers can have one-on-one communication with Nike product experts here to clearly express their product needs. At the same time, the tablet computer on the desk has a built-in brand digital platform to keep abreast of product information. It is reported that each customer's consultation time is as long as one hour. There is also a personalized customization center. Nike cooperates with local artists to design and customize special patterns for customers' shoes or clothing brands.

? All kinds of sportswear and shoes for men and women. Among them, the most striking thing is a shoe wall as long as 15 meters. This is the largest display wall in Nike's global stores.

? Of course, there is also a special "treatment" here, that is, Nike brand limited products will be displayed and sold here. There is also a product display area jointly launched by Nike and Apple. Football experience area, half-court basketball experience area, etc.

? Nike provides consumers with a more personalized and interactive experience. Its mode of operation goes beyond selling products in the general sense, and is more like a place to keep fit, encourage and promote people's success. Being in such an environment can bring countless surprises to your eyes and ears. These exchanges of senses, rationality and emotion overlap and closely combine with each other, resulting in a very touching effect.

Muji

Pay attention to the offline experience of consumers.

? Muji brings user experience and service into O2O, integrates with coffee and catering, culture and art, fashion and beauty, and is committed to creating experiential social places for consumers in the new era.

? To create an experiential social place, offline entities should enhance the consumption experience, and the interactive link is very important. For example, the flagship store of MUJI Huaihai 755 has also launched a series of design-related activities, such as designer lectures, in order to cooperate with bookstores and merchandise display. After that, there will be seminars, reading sessions and so on.

? Catering is the most accessible brand experience for consumers and is very popular in Caf&; Muji is the transmission of brand concept. Since the brand spirit can be transmitted through home, stationery and clothing, why not through catering? "Eating" is something to do every day, the simplest way to experience and the most natural way for MUJI to convey its brand concept.

? Conquer customers with complex commodity displays. When goods are put on the shelves, Muji without logo, bright patterns, advertisements and spokespersons must conquer customers through complicated commodity display.

Subsublimation

Ultimate sensory experience

? "Give customers the best consumption experience, and then occupy the minds of consumers!"

? Sublimotion is the most expensive restaurant in the world, located in Hard Rock, Ibiza, Spain. Chef Paco Roncero, a Michelin two-star chef, can give guests the ultimate sensory enjoyment with artistic projection and changing lighting.

Have you tried to read the menu with Samsung VR virtual glasses?

I'm obviously here for dinner, but it's like making a movie ... I have a feeling of foreseeing the future science fiction world. If you are a curious baby and want to have a taste, please bring a meal fee of 65,438 yuan+3,000 yuan.

Amazon Amazon

"self-service payment mode" in department stores

? One of the most successful examples abroad is Amazon. From the traditional online bookstore, it has gradually transformed into a "store with everything". In addition to online shopping, consumers can also buy books in physical stores to increase the experience that is not available online. "

Whether it's Amazon Bookstore or a joint-venture supermarket, you can check out directly on your mobile phone as long as you scan it in the door. Don't wait in line to pay, just take the goods and leave. What a cool experience!

? Of course, behind these conveniences, Amazon has also obtained a lot of user data. Through the system, Amazon can intelligently speculate on user behavior and conduct accurate personalized marketing, which is really a model of "new retail".

? Say at the end

In today's new retail situation, brands need to have a thorough and comprehensive understanding of users, do a good job in customer experience and inject experiential marketing.

As the official MUJI said: "If a brand wants to be deeply rooted in people's hearts, it can't stick to the goods themselves. We should use a more complete customer experience to promote a retail revolution. "

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