Customers want experiences

Online business models are great, but there is a reason why Ikea and Lego are opening physical stores.

Traditionally, businesses focused on developing high-quality products to meet customer needs and expectations. However, the modern consumer is not merely seeking a transactional exchange – they crave a holistic experience that goes beyond the tangible features of a product. This shift can be attributed to various factors, including increased competition, technological advancements, and the rise of social media, which have empowered consumers to be more discerning and vocal about their preferences.


Customers crave experiences that resonate with their emotions and values. This shift in consumer behaviour has resulted in brands such as Lego and Ikea creating immersive and memorable customer experiences through their new stores. Customers want more than just a product or service – they desire a journey that engages their senses and fosters a connection.


Successful businesses recognise that every touchpoint with the customer is an opportunity to create a lasting impression. Experiences forge a profound bond between consumers and brands, leaving an indelible mark on their memory.


Unlike generic transactions, memorable experiences generate positive emotions, fostering loyalty and advocacy. Today’s consumers are discerning; they align themselves with brands that offer not just quality products but also an emotional narrative.


Today’s customers have a greater range of offerings to choose from and the brands that stand out are those that go beyond the transactional. Experiences create a unique identity for a brand, setting it apart in a crowded marketplace. Whether it’s an interactive in-store display, a personalised online interface, or a seamless customer service encounter, every touchpoint shapes the customer’s perception.


The importance of customer service has never been more pronounced. Beyond resolving issues, the best businesses are now focusing on proactively enhancing the customer journey. Responsive and personalised customer support, driven by data analytics and artificial intelligence, anticipates customer needs, adding a layer of sophistication to the overall experience.