Four Key Points Of Experiential Commerce

In recent years, in response to the challenges of e-commerce and homogenization and other ills, commercial entities have resorted to "experience" as a breakthrough weapon, such as Vanke business experience, Beijing Huarun colorful city emotional experience, Blu ray Beijing ocean theme business, etc.

On the occasion of experiencing large-scale commercial practice, we focus on analyzing four key points of "experiential commerce": dislocation, system, pleasure and slowness.

Dislocation is the winning means of business management.

Similarly, as an "experiential format" that avoids homogenization, it also needs to be misplaced in its theme positioning, rather than simply reducing retail sales and introducing experiential formats.

The theme positioning must fit in with the interests and needs of the target customers, gather people's differences in consumer psychology, habits and abilities, and consider their own quality, competition opportunities and brand factors, so as to rationally determine the direction of experience and practice.

Take the first "emotional experience" theme business in Beijing, Huarun multicolored city as an example.

Its positioning logic is: first, the regional population presents a high degree of education and high income.

They have high thirst for spiritual and cultural consumption, are more sensitive to new things, and take emotional experience as the theme.

Secondly, with emotion as the topic, the development of children's growth memory carrier can cover the specific family type of customers in the region.

2. system: to reduce the cost of experience as the starting point.

The landing process of experiencing themes is a multi-dimensional system integration process of architectural design, atmosphere creation, format combination, quality service and so on.

Appointment, arrival, purchase, stroll and other links are the carrier and interaction of experience.

If parking is difficult, management of ice rink is chaotic, queuing time is long and experience content is poor, it is equivalent to increasing customer experience cost.

Every link will win customers and lose customers. It needs to identify whether customers have a valuable interaction with products, services and places, and minimize the cost of customer experience.

Consumption activities are based on value, and experiential business consumption is based on value experience.

When customers purchase an item or receive a consumer service, they need to spend a certain amount of time, money, energy and emotion.

In exchange, they often want to experience more than expected value.

At this time, innovative system experience and thematic system integration can effectively satisfy customers' high value experience needs.

3. pleasure: people and places achieve positive energy interactions.

Happiness economics holds that happiness is the ultimate goal and principle of individual behavior.

All human actions, such as food, clothing and shelter, are of value in comparison with happiness.

In the process of upgrading and upgrading of the real business, the spiritual needs of "people" are gradually respected. The experience type of business is from scratch, after "no need to play, to have fun, to have more fun, to play well".

All this confirms the fact that pleasure has universal value and pleasure creates value.

Therefore, the spirit of workplace creation, the efficient interaction between consumers and businesses, and high standard business services should be centered on "stimulating the public's sense of pleasure".

In addition, the purpose of consumers to enter the mall is: lack of access, renewal of ownership, intimacy, relaxation and frustration.

All demands point to the acquisition of pleasure.

The appeal of pleasure experience makes shopping centers no longer take "shopping" as the center and turns to Carnival, tourist destinations and living DreamWorks.

The business of creating pleasure experience is the birthplace of constantly releasing positive energy. In interaction, consumer desire and loyalty are improved.

4. slow: time can be consumed, slow is strength.

"Fast" is one of the most important methodologies of Internet thinking, such as technology iteration, product renewal, growth and expansion, logistics and distribution.

High speed and high efficiency, as the ultimate pursuit of electricity providers, is expected to give consumers higher value experience.

Unlike the "quick break" of e-commerce, experiential commerce should be "slow to reward" and a carrier of "slow life".

Under the background of post industrial information era, people's demand for "spirit", "emotion", "service" and so on are constantly improving.

In this context, the iteration of physical commerce makes commodity consumption at the expense of time, and the former relies on commodity richness, that is, material consumption.

The latter relies on non-material demand satisfaction, that is, to swim outside.

The entry of consumers into the mall is fragmented from the daily fast-paced work and life, and its role turns from devotee to enjoyment.

It enables consumers to feel beyond the daily experience, trigger emotional release, slow down rhythm, and experience life.