TAPPING INTO THE EXPERIENCE ECONOMY
continued...
Furthermore, “[a]ugmented reality will bring digital storytelling in-stores and allow the Sephora shopper to access the information she wants in her shopping journey on her own terms (and her own phone). Sephora customers can learn more about why a brand founder created a product, watch their how-to videos, or learn more about their use of a new, effective ingredient. From there, we’ll continue to look for ways to use the technology to enhance our customers’ in-store digital experience.”
However, even brands without billion-dollar revenues can benefit from experiential marketing.
A great way to do that, for example, is to get involved in your community. “A small pet groomer that donates their time to occasionally groom shelter pets could engage their customers. They could ask them what shelters they want them to provide their services to and get them to volunteer on site,” suggests Steve Martin, CMO of DaySmart Software.
70 THE NEWSSTAND