Pine And Gilmore 4 Realms Of Experience

Wednesday, February 23, 2022 12:43:08 AM

Pine And Gilmore 4 Realms Of Experience

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Experience Economy - Introduction

Commodities are fungible, goods tangible, services intangible, and experiences memorable. While prior economic offerings—commodities, goods, and services—are external to the buyer, experiences are inherently personal, existing only in the mind of an individual who has been engaged on an emotional, physical, intellectual, or even spiritual level. Experiences have always been at the heart of the entertainment business—a fact that Walt Disney and the company he founded have creatively exploited.

But today the concept of selling an entertainment experience is taking root in businesses far removed from theaters and amusement parks. New technologies, in particular, encourage whole new genres of experience, such as interactive games, Internet chat rooms and multi-player games, motion-based simulators, and virtual reality. The growing processing power required to render ever-more immersive experiences now drives demand for the goods and services of the computer industry. Our business is the delivery of information and lifelike interactive experiences. But experiences are not exclusively about entertainment; companies stage an experience whenever they engage customers in a personal, memorable way.

Neither are experiences only for consumer industries. Companies consist of people, and business-to-business settings also present stages for experiences. For example, a Minneapolis computer-installation and repair company calls itself the Geek Squad. Similarly, many companies hire theater troupes—like the St. Louis-based trainers One World Music, facilitators of a program called Synergy through Samba—to turn otherwise ordinary meetings into improvisational events that encourage breakthrough thinking.

Business-to-business marketers increasingly create venues as elaborate as any Disney attraction in which to sell their goods and services. In June , Silicon Graphics, for example, opened its Visionar-ium Reality Center at corporate headquarters in Mountain View, California, to bring customers and engineers together in an environment where they can interact with real-time, three-dimensional product visualizations.

Customers can view, hear, and touch—as well as drive, walk, or fly—through myriad product possibilities. Notice, however, that while all of these companies stage experiences, most are still charging for their goods and services. Companies generally move from one economic stage to the next in incremental steps. But eventually IBM had to charge customers for what it had been giving away for free, when a Justice Department suit required the company to unbundle its hardware and software. The company no longer gives away its services to sell its goods. No company sells experiences as its economic offering unless it actually charges guests an admission fee.

An event created just to increase customer preference for the commoditized goods or services that a company actually sells is not an economic offering. But even if a company rejects for now charging admission to events that it stages, its managers should already be asking themselves what they would do differently if they were to charge admission. The answers will help them see how their company might begin to move forward into the experience economy, for such an approach demands the design of richer experiences.

Soon, perhaps, with 65, square feet of restaurants and stores being added to the complex, Star will charge its customers admission just to get into the complex. Some retailers already border on the experiential. At the Sharper Image or Brookstone, notice how many people play with the gadgets, listen to miniaturized stereo equipment, sit in massage chairs, and then leave without paying for what they valued, namely, the experience. Could these stores charge admission? Not as they are currently managed. But if they did charge an admission fee, they would be forced to stage a much better experience to attract paying guests. The merchandise mix would need to change more often—daily or even hourly. The stores would have to add demonstrations, showcases, contests, and other attractions to enhance the customer experience.

With its Niketown stores, Nike is almost in the experience business. To avoid alienating its existing retail channels, Nike created Niketown as a merchandising exposition. If that is so, then why not explicitly charge customers for experiencing Niketown? Would people pay? An admission fee would force Nike to stage more engaging events inside. The stores might actually use the basketball court, say, to stage one-on-one games or rounds of horse with National Basketball Association players. Afterward customers could buy customized Nike T-shirts, commemorating the date and score of events—complete with an action photo of the winning hoop.

There might be more interactive kiosks for educational exploration of past athletic events. Nike could probably generate as much admission-based revenue per square foot from Niketown as the Walt Disney Company does from its entertainment venues—and as Disney should but does not yield from its own retail stores. Charging admission—requiring customers to pay for the experience—does not mean that companies have to stop selling goods and services. Disney generates significant profits from parking, food, and other service fees at its theme parks as well as from the sale of memorabilia. In the full-fledged experience economy, retail stores and even entire shopping malls will charge admission before they let a consumer even set foot in them. Some shopping malls, in fact, already do charge admission.

Consumers judge them worth the fees because the festival operators script distinctive experiences around enticing themes, as well as stage activities that captivate customers before, after, and while they shop. With nearly every customer leaving with at least one bag of merchandise, these festival experiences clearly capture shopping dollars that otherwise would be spent at traditional malls and retail outlets. Trade-show operators already charge admission to the experiences they create; individual business-to-business companies will need to do the same, essentially charging customers to sell to them. Diamond Technology Partners for instance, stages the Diamond Exchange, a series of forums that help members explore the digital future.

Current and potential clients pay tens of thousands of dollars annually to attend because what they gain—fresh insights, self-discovery, and engaging interactions—is worth it. No one minds that in staging the event, Diamond greatly improves its chances of selling follow-up consulting work. Before a company can charge admission, it must design an experience that customers judge to be worth the price. Excellent design, marketing, and delivery will be every bit as crucial for experiences as they are for goods and services. Ingenuity and innovation will always precede growth in revenue. Yet experiences, like goods and services, have their own distinct qualities and characteristics and present their own design challenges. One way to think about experiences is across two dimensions.

The first corresponds to customer participation. Such participants include symphony-goers, for example, who experience the event as observers or listeners. At the other end of the spectrum lies active participation, in which customers play key roles in creating the performance or event that yields the experience. These participants include skiers. But even people who turn out to watch a ski race are not completely passive participants; simply by being there, they contribute to the visual and aural event that others experience.

The second dimension of experience describes the connection, or environmental relationship, that unites customers with the event or performance. At one end of the connection spectrum lies absorption, at the other end, immersion. People viewing the Kentucky Derby from the grandstand can absorb the event taking place beneath and in front of them; meanwhile, people standing in the infield are immersed in the sights, sounds, and smells that surround them. Furiously scribbling notes while listening to a physics lecture is more absorbing than reading a textbook; seeing a film at the theater with an audience, large screen, and stereophonic sound is more immersing than watching the same film on video at home.

We can sort experiences into four broad categories according to where they fall along the spectra of the two dimensions. Educational events—attending a class, taking a ski lesson—tend to involve more active participation, but students customers, if you will are still more outside the event than immersed in the action. Escapist experiences can teach just as well as educational events can, or amuse just as well as entertainment, but they involve greater customer immersion. Acting in a play, playing in an orchestra, or descending the Grand Canyon involve both active participation and immersion in the experience. Here customers or participants are immersed in an activity or environment, but they themselves have little or no effect on it—like a tourist who merely views the Grand Canyon from its rim or like a visitor to an art gallery.

But still, the universe of possible experiences is vast. Experiences, like goods and services, have to meet a customer need; they have to work; and they have to be deliverable. Just as goods and services result from an iterative process of research, design, and development, experiences derive from an iterative process of exploration, scripting, and staging—capabilities that aspiring experience merchants will need to master. We expect that experience design will become as much a business art as product design and process design are today. Indeed, design principles are already apparent from the practices of and results obtained by companies that have or nearly have advanced into the experience economy.

We have identified five key experience-design principles. The proprietors have taken the first, crucial step in staging an experience by envisioning a well-defined theme. One poorly conceived, on the other hand, gives customers nothing around which to organize the impressions they encounter, and the experience yields no lasting memory.

Home-appliance and electronics retailers in particular show little thematic imagination. Consider the Forum Shops in Las Vegas, a mall that displays its distinctive theme—an ancient Roman marketplace—in every detail. The Simon DeBartolo Group, which developed the mall, fulfills this motif through a panoply of architectural effects. Every mall entrance and every store-front is an elaborate Roman re-creation. Every hour inside the main entrance, statues of Caesar and other Roman luminaries come to life and speak. The Roman theme even extends into some of the shops. An effective theme is concise and compelling. It is not a corporate mission statement or a marketing tag line.

But the theme must drive all the design elements and staged events of the experience toward a unified story line that wholly captivates the customer. For the educational realm to be fully integrated into the event there would have to be more active participation in educational aspects. The Experience Economy is evident in all events but many event organisers do not fully use the realms to their advantage to optimise the success of their products. Girls Day Out should have elements of all experience realms but need to continually focus on ensuring that all four realms are included in the planning and delivery of the event so that participants are continually enchanted by the event offering.

Girls Day Out should use this to their advantage by allowing consumers and producers to co-create and develop experiences which include all four experience realms according to Richards and Palmer Girls Day Out has used experience realms while planning and delivering the event but there should be more focus on balancing all four experience realms to enhance the event to create a more powerful experience for participants. To further enhance the experience participants would gain from being actively involved in the experience and being immersed into the escapist realm which is a consequence of expectations being met in the other three realms according to Oh et al The Experience Economy is of importance to all event organisers and should be part of the planning and delivery stage of Girls Day Out.

Authenticity plays a role in the deliver of experiences, Andrews and Leopold highlights that events can become more competitive by being perceived as authentic by participants, this in turn develops events both culturally and financially. Event planners include experience realms when planning but more focus on balancing the four realms could allow events to be further enhanced. Girls Day Out has encompassed aspects of the experience realm but should continue to include these in the planning procedures to provide authentic experiences for participants.

Uncategorized Leave a Reply Cancel reply Enter your comment here Fill in your details below or click an icon to log in:. You are commenting using your WordPress. You are commenting using your Google account. You are commenting using your Twitter account. You are commenting using your Facebook account. Notify me of new comments via email. Notify me of new posts via email. The following videos provide an introduction to the Experience Economy.

Finkel, R. Getz, D. London: Butterworth-Heinemann. Leopold, T. Lorentzen, A. Mehmetoglu, M. Morgan, M. Palmer, R. Amsterdam: Butterworth-Heinemann. Park, M.

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