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Customer experience places: the new offering frontier

James H. Gilmore (James H. Gilmore is one of the founders of Strategic Horizons LLP and joint author of The Experience Economy: Work Is Theatre & Every Business a Stage (Harvard Business School Press, Boston, Massachusetts, 1999). His consultancy is based in Aurora, Ohio (pine&gilmore@strategichorizons.com).)
B. Joseph Pine II (B. Joseph Pine II is one of the founders of Strategic Horizons LLP and joint author of The Experience Economy: Work Is Theatre & Every Business a Stage (Harvard Business School Press, Boston, Massachusetts, 1999). His consultancy is based in Aurora, Ohio (pine&gilmore@strategichorizons.com))

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 1 August 2002

14425

Abstract

Marketing flounders at many companies today, as people have become relatively immune to messages broadcast at them. The way to reach customers is to create an experience they can participate in and enjoy, the new offering frontier. To be clear, this article is not about “experiential marketing” – that is, giving marketing promotions more sensory appeal by adding imagery, tactile materials, motion, scents, sounds, or other sensations. Rather, as a key part of their marketing programs companies should create experience places – absorbing, entertaining real or virtual locations – where customers can try out offerings as they immerse themselves in the experience. Companies should not stop at creating just one experience place; marketers should investigate the location hierarchy model to learn how to design a series of related experiences that flow one from another, creating demand up and down at every level. These various real and virtual experiences generate new forms of revenue and drive sales of whatever the company currently offers. When experience places are done well, potential customers can’t help but pay attention – and the leading companies find that customers are willing to pay for the experiences.

Keywords

Citation

Gilmore, J.H. and Pine, B.J. (2002), "Customer experience places: the new offering frontier", Strategy & Leadership, Vol. 30 No. 4, pp. 4-11. https://doi.org/10.1108/10878570210435306

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited

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