Experience Marketing
Introduction
With the development of society, technology, increasing competition, and the increasing expectations of consumers, the people are more concerned about the quality of life and the level of satisfaction on the psychology and spirit. According to Pine and Gilmore (1999, p.11), goods and services are no longer enough. The Service Economy is peaking. Therefore, Experience Economy is created following the Agrarian Economy, the industrial economy and service economy in order to adapt the demand of customers. In the Experience Economy, experiences motivate the economy and therefore produce more of the basis of demand for goods and services. So experience is a way that “company uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event ”(Pine and Gilmore, 1999). This essay is based on the theory of experience marketing and combines the definition of retail marketing mix to explain that how to successful apply experience marketing in the retail shore. Two retail stores were compared to show the application of experience marketing.
In contemporary retail, Malcom Allan mentioned that Experience retail combines very innovative forms of delivering the retail experience together with the leisure, entertainment and cultural experiences that consumers can satisfy many of their needs, wants and aspirations for the products, services and experiences that they require for their lifestyle and self-image. (Malcolm Allan). Pine and Gilmore, (1999) also explained that “Experiences are events that engage individuals in a personal way”. Experiences happen only in the individual mind. There are no two people can have the same experience, because each experience derives from the interaction between the staged event and the individual 's state of mind.
Thus, in a competitive environment, experience marketing could help contemporary retail gain differentiation and competitive advantages, attract more customers
With the development of society, technology, increasing competition, and the increasing expectations of consumers, the people are more concerned about the quality of life and the level of satisfaction on the psychology and spirit. According to Pine and Gilmore (1999, p.11), goods and services are no longer enough. The Service Economy is peaking. Therefore, Experience Economy is created following the Agrarian Economy, the industrial economy and service economy in order to adapt the demand of customers. In the Experience Economy, experiences motivate the economy and therefore produce more of the basis of demand for goods and services. So experience is a way that “company uses services as the stage, and goods as props, to engage individual customers in a way that creates a memorable event ”(Pine and Gilmore, 1999). This essay is based on the theory of experience marketing and combines the definition of retail marketing mix to explain that how to successful apply experience marketing in the retail shore. Two retail stores were compared to show the application of experience marketing.
In contemporary retail, Malcom Allan mentioned that Experience retail combines very innovative forms of delivering the retail experience together with the leisure, entertainment and cultural experiences that consumers can satisfy many of their needs, wants and aspirations for the products, services and experiences that they require for their lifestyle and self-image. (Malcolm Allan). Pine and Gilmore, (1999) also explained that “Experiences are events that engage individuals in a personal way”. Experiences happen only in the individual mind. There are no two people can have the same experience, because each experience derives from the interaction between the staged event and the individual 's state of mind.
Thus, in a competitive environment, experience marketing could help contemporary retail gain differentiation and competitive advantages, attract more customers