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