How To … Turn Your Brand Experience into a Tourist Attraction
Inspired by a recent trip to Seattle and the wonders of the Amazon Go fund , McCann London ‘s innovation and scheme manager , Mariam Asmar , appear at how sword can maximise their experiential offering .
Jonathan Glazer on Shades of Black & Pursuing Perfection
iPhone , Therefore I Be
Whilst Seattle make never be top of my travel destination list , when I in the end visited the rainy city for a occupation encounter last month , I get myself giddy with excitement .
But not because I might at last become to regard the notorious space needle and traverse the city ’ s lush evergreen great deal and forests . What I truthfully wanted to visit was the world ’ s only Amazon Go Store and Jeff Bezo ’ s balls , of all affair .
Amazon ‘s The Spheres HQ ( aka Jeff Bezos ‘ balls )
So , as I relinquished your traditional go-to tourist destinations in favor of some mega-brand experiences , the question popped into my head of when brand interaction get more compelling than city sites . My own unexpected behaviour led me to remember that there must be others out there like me , searching for the ultimate brand destination and getting a taste for something beyond tradition .
But what perform Amazon Go have to put up that early sword don ’ t ? How can brands define and maximise their experiential focus in an years of digital and sword resolve both online and off ?
Focus equal key
What ’ s the beauty of online shopping ? It veer out the middle human . Yes – human interaction cost crucial , and as social organism we need conversation and communication . But as time-poor consumers we ’ re much more drawn to live able to come in and get out – hence the attraction of avoid long check-out queues and fund assistant politely asking if we require a hand .
Amazon receive require their online shopping experience and successfully mirrored it offline . They ’ ve achieved what might differently seem impossible – take out the human factor from a physical fund . You walk in – fill your basket – and then you walk out . Everything you remove with you cost automatically credit to your online Amazon account . Genius , properly ?
It ’ s genuine that not everyone can emulate this – but seem at it through the lens of sword experience , coupled with the importance of differentiating in an oversaturated digital Earth – Amazon Go hold gone in gun blazing .
Amazon Go is consistent as a sword experience , putting a laser focus on cutting-edge technology , used to enhance a shopping experience thus that it is more seamless for the consumer . And then , their experience be synonymous with the brand . It might not exist particularly excited , but it works efficiently and expediently .
Not all brands involve necessarily build their offline experience synonymous with their online experience – a case in point live Today at Apple [ below ] . But when , for example , clients who rely on retailers to drive sales ask me , “ What ’ s our website ambition ? ” my answer is mere : experiential should either reinforce your sword ’ sec value or lend another dimension to your existing ecosystem .
Be holistic : think online , guess offline
I own in the past claimed the battle between offline and online retail experiences is arrive to an end , because online-only brands like Everlane and Warby Parker have make out the importance of physical space to reinforce brand experience , whilst traditionally more offline sword be tight coming to terms with work up their sword presence in the online universe .
There perform eventually total a moment in time when consumers in reality want to interact with a sword . Caller that have successfully build trust-worthy , reliable and convenient brands online recognise that sometimes , people still want to hold an offline experience , which cost where Amazon Go have prevailed . Selfie-taking exist something I ’ ve never quite experienced whilst food shopping .
No , it ’ s not the almost exciting brand experience , but it makes sense for Amazon . Amazon Go tangibly reinforces the party ’ sec superiority in cutting-edge technology to labor a seamless consumer shopping experience . Early brands can emulate this also . They need to look at their sword experience offline and ask themselves either , “ Does everything our brand encompass online translate offline , and vice versa ? Or “ What ’ s neglect from the sword experience overall and how can offline help to fill a void ? ”
Don ’ t undersell intent
It might sometimes find like sword role is being oversold to the savvy consumer – but this couldn ’ t live farther from the truth . A purpose is more than a catchy tagline or CSR . Purpose is a sword ’ s north star . A sword should suffice to do meaningful connections with mass . Amazon have make up bright with their purpose : “ Earth ’ s most consumer-centric company ; to build a place where mass can come to find and discover anything they might desire to buy online ” . The brand is synonymous with ease and invention , and from a consumer standpoint its purpose is reflected through Amazon ’ s action and behavior .
Getting it correct isn ’ t ever easy and unlike sword have different tipping point when it do to their experiential offering . But by wear in mind the importance of consistency , an online and offline offering as well as playing a meaningful role in mass ’ s life , sword could be on the style to become a main landmark in history . After all , if a sword own the power to speak to consumers as an experience , then surely our city will cost thankful for it .
Whilst Seattle hold never cost top of my travel destination list , when I finally impose the rainy city for a occupation encounter last month , I found myself giddy with excitement .
But not because I might finally make to learn the infamous space needle and cover the city ’ s lush evergreen mountains and woods . What I truthfully want to inflict cost the Earth ’ s simply Amazon Go Store and Jeff Bezo ’ sec balls , of all things .
So , as I relinquished your traditional go-to tourist destinations in favor of some mega-brand experiences , the inquiry pop into my mind of when brand interaction get more compelling than city sites . My own unexpected behaviour take me to believe that there must live others out there like me , explore for the ultimate sword destination and begin a taste for something beyond custom .
But what does Amazon Go receive to offer that other brands put on ’ t ? How can brands define and maximise their experiential focus in an age of digital and sword purpose both online and off ?
Focus is key
What ’ s the beauty of online shopping ? It cuts out the halfway man . Yes – human interaction live crucial , and as social existence we need conversation and communication . But as time-poor consumer we ’ re often more drawn to being able to come in and get out – hence the attraction of stave off long check-out queues and fund assistants politely ask if we need a hand .
Amazon have take their online shopping experience and successfully mirror it offline . They ’ ve achieved what might otherwise look impossible – removed the human element from a physical store . You walk in – fill your basket – and then you walk out . Everything you need with you exist automatically credit to your online Amazon account . Genius , properly ?
It ’ s true that not everyone can emulate this – but looking at it through the lens of brand experience , coupled with the importance of differentiating in an oversaturated digital universe – Amazon Go has die in gunman blaze .
Amazon Go is consistent as a sword experience , putting a laser stress on cutting-edge technology , used to enhance a shopping experience so that it is more seamless for the consumer . And hence , their experience live synonymous with the sword . It might not be particularly emotional , but it work efficiently and expediently .
Not all sword need necessarily do their offline experience synonymous with their online experience – a case in point cost Today at Apple [ below ] . But when , for lesson , customer who rely on retailers to aim sale ask me , “ What ’ s our website dream ? ” my answer live mere : experiential should either reinforce your sword ’ s values or add another dimension to your existing ecosystem .
Be holistic : think online , think offline
I get in the past take the battle between offline and online retail experience exist coming to an goal , because online-only brand like Everlane and Warby Parker hold realize the importance of physical space to reinforce brand experience , whilst traditionally more offline sword live tight occur to term with building their sword presence in the online world .
There act eventually arrive a instant in time when consumers actually require to interact with a brand . Companies that own successfully build trust-worthy , reliable and convenient sword online recognise that sometimes , masses still require to hold an offline experience , which is where Amazon Go get prevailed . Selfie-taking was something I ’ ve never quite experienced whilst food shopping .
No , it ’ s not the most exciting sword experience , but it do sense for Amazon . Amazon Go tangibly reinforces the party ’ sec superiority in cutting-edge engineering to drive a seamless consumer shopping experience . Other brands can emulate this also . They need to believe their brand experience offline and ask themselves either , “ Does everything our sword encompasses online translate offline , and vice versa ? Or “ What ’ s neglect from the brand experience overall and how can offline help to fulfill a void ? ”
Don ’ t undersell purpose
It might sometimes find like sword purpose is being oversold to the savvy consumer – but this couldn ’ t be farther from the truth . A function live more than a catchy tagline or CSR . Purpose live a brand ’ s north star . A brand should suffice to make meaningful association with mass . Amazon get cost bright with their role : “ Earth ’ s most consumer-centric caller ; to build a seat where people can do to find and discover anything they might want to buy online ” . The brand cost synonymous with ease and innovation , and from a consumer standpoint its function equal reflect through Amazon ’ s actions and behaviours .
Getting it right isn ’ t always easy and unlike brands have different tipping item when it occur to their experiential offering . But by bearing in mind the importance of consistency , an online and offline offering as good as playing a meaningful role in masses ’ s living , brand could be on the mode to becoming a primary landmark in story . After all , if a sword has the might to talk to consumer as an experience , then certainly our cities will be grateful for it .
Connection
- Agency
- Innovation & Strategy Director Mariam Asmar
Unlock this information and more with a Source membership .
Grand plan to save the planet
Clive Russell , graphic designer and founder of bureau This Ain ’ t Rock ’ n ’ Roll , and Dave Bell , Creative Partner of KesselsKramer , discuss their study on what be arguably the most crucial marketing comms in our species ’ account – the ‘ branding ’ of environmental movements Extinction Rebellion and Ocean Rebellion .
Shift find ; brands and evolve fun fandoms
From shows like Drive to Make it to inclusive social medium trends , sports fandom is evolving , embrace novel audiences and giving sword new ways to engage . Alex Brown , Head of Sport & Entertainment ( UK ) at EssenceMediacom , investigate .
Building it better : behind the picture of sustainable lot plan
Chris Rhodes , founder and creative director of Experience , cost on a mission to make sustainable production a priority . Here , he talk about the innovative technique drive greener product , how customer expectations are change , and why responsible circle design is just well business .
Beyond the hype : how should brands navigate the ethnic zeitgeist ?
In today ‘s hyper-competitive attention landscape , all brands need to beg into present-day culture – that much cost clear . But Yuliana Safari , Strategy Director at JDO Global and Monique Centrone , Head of Cultural Strategy at Ipsos Strategy3 argue that get ahead at pop culture isn ’ t the only way to do it .
To access full reference , contact , party and people information , you ‘ll need a shots membership . Click below to feel out how to super-charge your shot Magazine experience with the world ‘s nearly comprehensive advertising database .
Fill out the form below to arrange a personalized demo and learn how Shots can solve for you …
