The BizFilings blog covering business tips and trends.
Are You Creating An Experience For Your Customers?
Published on May 11, 2010
Read our article, 'Are You Creating An Experience For Your Customers?' at 'Time to Start Up,' the small business blog by BizFilings.
Have you ever been to an American Girl store? If you haven't, here's what you are missing: multiple floors of not only American Girl dolls, but a vast selection of books, accessories galore, companion pet stuffed animals, doll clothing and little girl's clothing. There's even a beauty shop for yes, the doll, and you can partake in a private tea party. And these things do come with a hefty pricetag.
What American Girl has accomplished evidenced in its success, with 2009 American Girl brand sales perched at $462.9 million, is that consumers are willing to pay for the experience. Why would women AND men venture out to a crowded, explosive pink store to drop hundreds of dollars to make little Suzie happy? Why it's because of the unique experience.
According to the bestselling book The Experience Economy: Work is Theatre and Every Business a Stage by B. Joseph Pine II and James H. Gilmore every business owner can create an experience that's worthwhile. Etched in customers' minds as fun or exciting, they won't blink an eye at paying for it.
Here's some tips to help you create a more appealing environment:
Focus on the 4 E's: Escapist (involving customers); Esthetics (featuring appealing eye catchers); Education (learning opportunities); and Entertainment.
Engage all five sense to make an event at your business truly unforgettable - (For example, the MINI dealership I go to provides free snacks, water and fancy coffee while you wait for your car to be serviced.)
Write down all the impressions that you want people to take away when they leave your business. How do you want customers to feel? What do you want them to say to others after they leave?
Provide unique memorabilia at your business - a physical keepsake that your customers will associate fondly with your business and the fun time they had.
Start by thinking of some places you love to visit and work on incorporating your own personality into making your customers' experience memorable. What can you do to differentiate yourself from your competition?