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What is Experiential Marketing? Learn the importance of creating a great shopping experience at the point of sale with displays.

Por
Luis Guerrero

Over time, marketing has shifted from being product‑focused and feature‑driven to centering on people and the benefits products deliver—especially through in‑store displays. This shift has enabled brands to forge much stronger bonds with their customers.

Some brands that have achieved remarkable consumer loyalty through experiential marketing include Apple, Coca‑Cola, and Starbucks.

  • Apple: Has applied experiential marketing exceptionally well in its stores, allowing consumers to get up close with products. Over the last 14 years, the number of Apple stores worldwide quintupled (from 100 to 500). Source: Global Apple stores
Source: Establecimientos Apple a nivel mundial

Coca‑Cola: In 2011, they launched the "Share a Coke" campaign—the first of its kind—celebrating the power of first names in a playful, social way by replacing "Coca‑Cola" on bottles and cans with the most popular names..

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Starbucks: Since its inception, Starbucks has generated loyalty with its consumers. One of its most impactful strategies has been to place its name and, sometimes, messages on its drinks. This makes the barista become familiar with the customer, so that on their next visit to the coffee shop they greet them by name when they enter, and, in this way, make them feel at home.

"82% of brands think they are offering an optimal experience, while 72% of consumers have found inconsistencies in the same experience at some of the points of contact." 1

Some of the advantages of providing a good shopping experience are:

  • It encourages customers to buy again.
  • It builds customer loyalty.
  • Customers become ambassadors.

The shopping experience at the point of sale has become one of the most important to solve by brands in recent years. Today people not only want to acquire a product or service that meets their needs, but they also look for a beautiful and unique shopping experience. For this reason, stores are paying more and more attention to this Variable. Currently, brands are increasingly using technology to improve the shopping experience at the point of sale. This not only improves the experience, but also provides valuable information to the brand to make better decisions that will help improve its value proposition.

Conclusion:

Experiential marketing seeks to get people to receive our message, encode it, and thus add value to the brand, generating maximum emotion through all five senses.

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