The marketing landscape has transformed from focusing on products and services to emphasizing customer experiences. This shift is driven by the understanding that consumers are interested in the functional attributes of a product or service and the overall experience associated with it.

For example, Nike has shifted from being a product company to creating an all-encompassing customer experience. Nike has done this in several ways. First, they have leveraged technology to enhance the customer experience. For instance, the Nike Run Club app offers personalized training plans, tracking capabilities, and motivational audio-guided runs, transforming the solitary act of running into a shared community experience. Nike's retail stores are designed to create an immersive brand experience. They offer services like expert advice, workout sessions, and the ability to customize products, making shopping at Nike a memorable event rather than just a transaction.

Similarly, Apple does not just sell technology products; it offers an integrated and seamless Apple experience that starts with product design and extends to customer service, retail store design, and even the unboxing process.

Technological advancements have facilitated this transition by enabling firms to interact directly with their customers and personalize their offerings, enhancing the overall customer experience.

Tags
Product ExperienceService ExperienceCustomer ExperienceNike ExperienceApple ExperienceExperiential MarketingCustomer centric MarketingPersonalized OfferingsTechnology enabled ExperiencesRetail Experience Design

Aus Kapitel 5:

article

Now Playing

5.1 : Products, Services, and Experiences

Creating Customer Value: Product to Experience

543 Ansichten

article

5.2 : Levels of a Product

Creating Customer Value: Product to Experience

543 Ansichten

article

5.3 : Types of Products

Creating Customer Value: Product to Experience

252 Ansichten

article

5.4 : Marketing Considerations for Consumer Products

Creating Customer Value: Product to Experience

238 Ansichten

article

5.5 : Individual Product and Service Decisions

Creating Customer Value: Product to Experience

302 Ansichten

article

5.6 : Product Line Decisions

Creating Customer Value: Product to Experience

827 Ansichten

article

5.7 : Product Mix Decisions

Creating Customer Value: Product to Experience

248 Ansichten

article

5.8 : Branding I

Creating Customer Value: Product to Experience

313 Ansichten

article

5.9 : Branding II

Creating Customer Value: Product to Experience

204 Ansichten

article

5.10 : Branding Strategies

Creating Customer Value: Product to Experience

195 Ansichten

article

5.11 : Packaging and Labeling

Creating Customer Value: Product to Experience

212 Ansichten

article

5.12 : Services Marketing I

Creating Customer Value: Product to Experience

259 Ansichten

article

5.13 : Services Marketing II

Creating Customer Value: Product to Experience

132 Ansichten

article

5.14 : New Product Development - Need

Creating Customer Value: Product to Experience

317 Ansichten

article

5.15 : New Product Development - Process

Creating Customer Value: Product to Experience

276 Ansichten

See More

JoVE Logo

Datenschutz

Nutzungsbedingungen

Richtlinien

Forschung

Lehre

ÜBER JoVE

Copyright © 2025 MyJoVE Corporation. Alle Rechte vorbehalten