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When products and services are not enough
Up one levelWhat sorts of experiences do consumers really value? Experience marketing opens some huge opportunities for firms. But only for those who approach it in the right way, by Solveig Wikström
"Experience" has become an all-powerful word in marketing. The concept is used as a sales incentive for diverse offerings covering almost everything from visiting a Japanese spa or an ice hotel in the Arctic to Zoega Coffee claiming that their brand gives a strong experience, to the supermarket chain Vivo asserting that their bonus program offers experience en masse.
