Let’s face it most consumers in developed countries have what they want – food water and shelter are covered!
In this world where most of our needs are met and there are a multitude of options in how to spend our disposable dollar the challenge for business is substantial.
Do we need the latest bicycle? Not really. Do we need a new item of clothing? Perhaps not. But we may buy them anyway. How? Because we can. And why? We buy into the experience.
Modern consumption has changed. Things are produced cheaper and faster so if you want to sell your products and services you must sell your customers an experience.
Bicycle shops are leading the way in creating interesting connections with customers. More than just the form of the bicycle – its also a reference to the bicycle renaissance taking place across the world
Beijing’s Serk is more of a bike space, not a bike shop. It’s owner is Shannon Bufton who is an Aussie living in Beijing. Serk is a meeting place for events, rides and advocacy activities around Beijing. The spot offers beer, coffee and bikes with a friendly community attitude.
In a shop in Tokyo visitors can sit and enjoy themselves as if they were in a café. The shop also co-ordinates a popular program in which visitors can go on group bike rides together.
Why does this help sell bicycles? You become part of a club that has more in common than the brand you are buying. You are buying a customer experience, a joyful one that you associate with the brand. A brand you are more inclined to be loyal too.
What are some other examples where you have had a real customer experience?