A economia das experiências e os condicionados

Mais um sintoma de algo na economia das experiências, "Hunt A Killer: Taking The Murder Mystery Party To The Next Level".

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Triste, tal como os novos já velhos do design, há gente tão condicionada pelo passado que nem percebe o mundo de oportunidades que está aí à porta, à espera de serem construídas. 

Para reflexão

"What is it that feels so wrong about wearing a necktie now? The answer is: consumer attitudes. It’s not really about the tie, it’s about how consumers feel about themselves. It’s not that the fashion has changed, it’s that the culture has changed. The necktie isn’t a symbol of authority, stability and knowledge as it was in the past. It’s a symbol of subservience. Most people now expect that a person with a tie has a job where they say things like, “you can find that in aisle five” or “your car will be right up.” And you don’t consider people with ties sources of authority anymore.
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What does the necktie symbolize? Conformity, commercialism, mass production. Those are the opposite of values that consumers now want. Today consumers want artisanal products, personalized for them, not mass produced in China. They want things that are produced locally and ethically. They want their things to give them a feeling of belonging, to be authentic to the consumer’s lifestyle. They want their clothes to reflect how they feel about themselves and their place in the world. In that schema, the tie is just the wrong message. Unlike other garments, it’s not about the color or fabrication, the whole thing is just wrong now. Ties for professionals are off-message, they say the wrong thing about the wearer."

Trecho retirado de "Socks Are The New Neckties"

Não esquecer

"Discuss customer experience delivery in private. This applies to retail, to restaurants, to hospitals and healthcare waiting rooms, to professional offices, and to all common spaces like airplanes. It applies also to open design contact centers where customers can hear what other telephone reps are saying."

Trecho retirado de "Customer Experience Delivery: Prepare & Discuss Privately"

Apostar nas experiências

"The challenge we face today is that competing products and services can’t stand out from each other on features alone. ‘Quality’ is no longer even negotiable,[Moi ici: Lembrem-se disto quando alguém vier simplificar a realidade e dizer que os asiáticos não têm qualidade] everything can be replicated, and innovation happens quicker that adoption.
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the customer must value the experience of using a product or service
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"More than 3 in 4 millennials (78%) would choose to spend money on a desirable experience or event over buying something desirable" - Eventbrite
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"With millennials now accounting for over one fourth of the total U.S. population, their high focus on experiencing life supports the growth of an economy driven by the consumption of experiences."
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The fitness industry has evolved from machines to experiences. Interactive and sometimes now immersive virtual experiences. ‘Wellness’ product and service providers are quickly needing to evolve from services to experiences to appeal, and stand out in a growing market."

Mas atenção:

"With our events we always explore all elements of an experience"

Mais do que eventos, mais do que acontecimentos únicos, recomendo a aposta na experiência durante as rotinas do dia-a-dia.

Trechos retirados de "The evolution of cakes, and running"

Online conjugado com a economia das experiências (parte V)

Parte II, parte III e parte IV.

"una tienda de cosméticos online española, ha convertido sus paquetes en una expresión más de sus valores de marca. La tienda vende cosméticos muy especiales, únicos, y lo hace de forma cuidada. Sus paquetes también lo son y los cosméticos no llegan simplemente empaquetados en una caja de cartón, sino que lo hacen en algo que apetece abrir.
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Cuidar el modo en el que se envían los productos tiene un efecto directo sobre el consumidor. En primer lugar, está creando una experiencia, un elemento que es cada vez más importante en el mundo actual y que hace que las cosas funcionen mejor para las marcas. Los consumidores se han convertidos en unos obsesos de las experiencias y quieren que todo lo sea.
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En segundo lugar, con un packaging llamativo y con una presentación vistosa, las marcas logran impulsar otros elementos y otros comportamientos. Los consumidores tienden a hablar de las experiencias que han sido llamativas o sorprendentes y, de hecho, los estudios demuestran que es más probable que un consumidor comparta su compra en redes sociales cuando esta llega en un envoltorio llamativo.
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Según sus conclusiones, un 60% de los consumidores comparte en redes sociales la foto de lo comprado si su aspecto es bonito, lo que acaba teniendo un efecto llamada sobre los demás consumidores y hace que el packaging se convierta en un altavoz de la marca. Esos datos se cruzan con otros estudios que señalan que un tercio de los consumidores han descubierto marcas y productos por el empaquetado cool en el que eran servidos, lo que hace que el cómo se presenta sea más crucial que nunca."

Trechos retirados de Por qué el packaging es decisivo a la hora de triunfar en ecommerce

Experience economy em todo o lado

"en un futuro inmediato, los nuevos consumidores estarán más interesados en vivir experiencias para radiar en directo que en comprar cosas.
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las redes sociales acaban ejerciendo una fuerte presión, incitando a tener vidas interesantes que contar y motivando a elevar el gasto en vivencias, tales como salir, viajar o comer fuera. En este sentido, los expertos auguran una nueva manera de consumir moda y alertan en primer lugar a las marcas que se dirigen a los consumidores más jóvenes."

Trechos retirados de "De ‘comprar cosas’ a ‘vivir experiencias’: el reto de la moda ante la generación Z"

"not everybody needs to shift to the experience economy, but I don’t know anyone who couldn’t benefit from it. I think that’s true with B2B as well, and I increasingly see companies that are creating great experiences for their business customers.
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For example, Whirlpool — although of course they sell appliances to consumers — they’ve got their retail partners that they sell through. They wanted to create an experience for them.
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What they did is, they gutted their trade show budget, and instead put their money into creating the World of Whirlpool in Chicago, where now instead of getting 10 or 15 minutes of a retail partner’s time at a trade show, now they can get them for hours or even a couple of days to expose them to the product, and get them to experience them directly with cooking demonstrations. You can actually bring a load of dirty laundry into it, and so forth. There’s many B2B companies that are doing such marketing experiences."

Trecho retirado de "Excerpt: Should business-to-business companies try to deliver experiences?"

Mongo, experiências, emoções, significados e tribos

Há dias referi em "Há 46 anos... que capacidade de previsão" a previsão feita por Alvin Toffler acerca do advento da economia das experiências.
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Em "Online conjugado com a economia das experiências" referi a evolução das caixas de um produto com um perfil perfeitamente funcional para um outro cada vez mais emocional.
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Entretanto, li Ulwick em "“Emotional vs Functional Jobs: The Basics of Messaging”"

Agora, em "What You Buy Is Who You Are" leio:

"The industry’s pioneers were outdoor enthusiasts like Barker. They developed the specialized products they wanted to use themselves, including gear suited for the American West rather than European terrain. They taught customers how to rock climb and cross-country ski and even how to get passports for “adventure travel.”
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Navigating the Outdoor Retailer show’s maze of display booths, you get the idea that the industry is selling stuff, and lots of it. But when the industry association boasts that U.S. consumers spend $646 billion a year on outdoor recreation, that figure includes four times as much money for travel and related expenses as for products. The gear is there to enable the experiences -- and, at least as important, to make customers feel like the people they want to be.
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The industry is just one example of the shift from function to meaning as a source of economic value. It’s a change with enormous cultural ramifications for how we think about consumption and employment. It transforms what once was, or at least appeared to be, the value-neutral marketplace into a competition among ideas. Instead of at most signaling wealth (“conspicuous consumption,” “keeping up with the Joneses”), what we buy now carries value-laden significance.
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When outdoor enthusiasts shell out for the latest odor-killing socks or that solar-powered phone charger, they aren’t just buying functional products. They’re buying meaning: the “freedom to pursue the adventure of life,” the “right to roam,” the “freedom to travel” and “discover your world,” among just a few of the inspirational slogans bedecking booths. Yes, the goods solve technical problems, but they also express aspirations and identity.
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The meaning economy poses an unavoidable dilemma. [Moi ici: Atenção ao que se segue. É algo que nunca vi escrito desta forma tão transparente a não ser aqui no blogue. É por causa do que se segue que defendo há muito tempo que o futuro não é dos Golias. Os Golias procuram o que é comum, procuram uniformidade, procuram eficiência] Consumers hold diverse views and attitudes, and they derive real value from expressive consumption. But abandoning lowest-common-denominator branding feeds tribalism and cultural conflict. A diversity of workplaces lets workers find more interesting, congenial employment. Yet that diversity requires more homogeneity within a given organization or even a whole industry -- this one is “family friendly,” that one “macho,” this one embodies “Christian values,” that one expects employees to be “fun and quirky.”"

Voltando ao tema da transição do funcional para o emocional como não recordar esta experiência pessoal relatada em "Um sonho" e este trecho:

"Não podemos continuar a vender produtos, temos de trabalhar para os clientes-alvo que valorizam as experiências que podemos dar com vantagem competitiva diferenciadora."

Retirado de "Alargar os horizontes" que relata a situação que gerou o "Um sonho".

Tive pena do caso MonteCampo. Ainda tentei desafiar a empresa a fugir do século XX mas não tive engenho comunicativo para o conseguir.

Há 46 anos... que capacidade de previsão

A minha cópia de "Choque do Futuro" de Alvin Toffler de 1970 está aqui na minha mão. Ao reler o capítulo X, "Os Fabricantes de Experiência" não posso deixar de me impressionar com a capacidade de antecipação:

"Conditioned to think in straight lines, economists have great difficulty imagining alternatives to communism and capitalism. They see in the growth of large-scale organization nothing more than a linear expansion of old-fashioned bureaucracy. They see technological advance as a simple, non-revolutionary extension of the known. Born of scarcity, trained to think in terms of limited resources, they can hardly conceive of a society in which man's basic material wants have been satisfied.
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One reason for their lack of imagination is that when they think about technological advance, they concentrate solely on the means of economic activity. Yet the super-industrial revolution challenges the ends as well. It threatens to alter not merely the "how" of production but the "why." It will, in short, transform the very purposes of economic activity.
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Before such an upheaval, even the most sophisticated tools of today's economists are helpless. Input-output tables, econometric models—the whole paraphernalia of analysis that economists employ simply do not come to grips with the external forces—political, social and ethical—that will transform economic life in the decades before us. What does "productivity" or "efficiency" mean in a society that places a high value on psychic fulfillment? [Moi ici: Impressionante! Recordar o que escrevemos por aqui acerca do eficientismo e da eficácia em Mongo] What happens to an economy when, as is likely, the entire concept of property is reduced to meaninglessness? [Moi ici: Share economy, experience economy! Fresquinho este "Why You Should Spend Your Money On Experiences, Not Things" por exemplo.]
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Under conditions of scarcity, men struggle to meet their immediate material needs. Today under more affluent conditions, we are reorganizing the economy to deal with a new level of human needs. From a system designed to provide material satisfaction, we are rapidly creating an economy geared to the provision of psychic gratification. This process of "psychologization," one of the central themes of the super-industrial revolution, has been all but overlooked by the economists. Yet it will result in a novel, surprise-filled economy unlike any man has ever experienced. The issues raised by it will reduce the great conflict of the twentieth century, the conflict between capitalism and communism, to comparative insignificance.
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As more and more of the basic material needs of the consumer are met, it is strongly predictable that even more economic energy will be directed at meeting the consumer's subtle, varied and quite personal needs for beauty, prestige, individuation, and sensory delight. The manufacturing sector will channel ever greater resources into the conscious design of psychological distinctions and gratifications. The psychic component of goods production will assume increasing importance.
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As rising affluence and transience ruthlessly undercut the old urge to possess, consumers begin to collect experiences as consciously and passionately as they once collected things. ... The experience is, so to speak, the frosting on the cake. As we advance into the future, however, more and more experiences will be sold strictly on their own merits, exactly as if they were things.
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Finally, we shall watch the irresistible growth of companies already in the experiential field, and the formation of entirely new enterprises, both profit and non-profit, to design, package and distribute planned or programmed experiences."

Até arrepia, esta capacidade de previsão.

Viemos de longe e o que nós andámos para aqui chegar!

Quase que apetece cantarolar, como o José Mário Branco:

- Viemos de longe e o que nós andámos para aqui chegar!

Em Julho de 2008 estávamos neste nível absurdo e caímos até Agosto de 2011 com "É preciso pensamento estratégico primeiro!". Em Maio e Agosto de 2015 já tínhamos chegado a "A economia de experiências a crescer no Algarve" e a "Acerca de sectores estáveis e demasiado homogéneos na oferta (parte VII)".
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Agora, em Agosto de 2016 chegamos a "Vindimas. Enoturismo em Portugal conquista visitantes de todas as nacionalidades". O triunfo da economia das experiências, o triunfo de modelos de negócio baseados na co-criação de valor. O quanto se progrediu!!!
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“muitas das unidades de enoturismo, agora consolidadas, começaram por ser apenas projetos vitivinícolas e, com o tempo, foram diversificando a sua atividade e viram no turismo, nomeadamente no alojamento, uma oportunidade para afirmarem a sua marca e complementar a sua oferta.”

A experiência é o produto

Recordar "Acerca da estratégia da Fiat" e a pergunta "E a aposta na customização?" ao ler "The future of auto retailing":

"The retail landscape across industries is in flux, driven in large part by the change from product-focused to customer-centric value models. Empowered by technological advancements and public policy liberalization, consumers enjoy lower switching costs, greater access than ever to information, and higher standards, all posing challenges for companies operating with scale-based, efficiency-driven, product-centric models. Retailers are now seeing customers compare their buying experiences across industries, and the old adage “That’s how it’s always been done” is increasingly inadequate. And demographic trends will only exacerbate these developments: When it comes to making car purchase decisions, Generation Y drivers value customer experience three times as much as vehicle design. Retailers need to redouble their efforts to create memorable and painless customer experiences in order to retain today’s customers and appeal to new ones."

Online conjugado com a economia das experiências (parte IV)

Parte I e parte II e parte III.
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Outro estudo a chamar a atenção para o impacte do online nas embalagens por causa das experiências. "Unwrapping the customer experience"

Comunicar benefícios em vez de atributos

"You've designed a great product. It answers a market need. You did extensive work to determine the right monetization model, and you developed a winning pricing strategy. Now it's time to let your customers know about your product. For a successful launch, your marketing and sales teams must be strong in communicating and selling the value of your product to customers. As management guru Peter Drucker once said: "Customers don't buy products. They buy the benefits that these products and their suppliers offer to them."
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It sounds easy, but consider this: You have thought about your innovation for months or even years. You know the product inside and out. However, a salesperson may only have 10 minutes with the customer. Your customer might stay on your website only for five minutes. An advertisement may only run for 15 seconds. That marketing message. that sales pitch, and that ad must clearly articulate the value to customers in a very short period of time. If they don't, the would-be customer runes out. How can you maximize your acquisition success? You need to start by articulating benefits—not features—and focus on the most important ones. You need to speak the customer's language, not your language. Finally, you need to get your marketing and sales teams involved early in the product development process. 

Comunicar benefícios em vez de atributos não é fácil. Recordar:

• Old Miths Die Hard... (Outubro de 2010)
• É a experiência de uso na vida dos clientes, não as especificações (Novembro de 2011)
• Muito cuidado com a escolha dos clientes-alvo (Agosto de 2012)

Trecho retirado de "Monetizing Innovation"

Online conjugado com a economia das experiências (parte III)

Parte I e parte II.

"Millennials prefer to spend their money on experiences, not the apparel that is Macy's bread and butter.
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The younger generation does buy clothes, but when they do, it's often in the form of something quick, cheap, and fast.
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And as Jason Dorsey, cofounder and millennials expert at The Center for Generational Kinetics, told Business Insider, they're so prone to spending money on experiences that they often rent clothes and jewelry, which is a death knell to apparel retailers.
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Since experiences take a great share of young people's finite wallets, someone has to lose out.
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" From a retailer perspective, the entire shopping experience literally needs to be an experience, not a commodity," Dorsey said. "This may seem obvious, but in practice it’s much harder to do, especially for department stores. For retailers integrating things like live music, exclusive events, digital gaming, and the unexpected — such as an impromptu fashion show — is what transforms retail shopping into an experience."
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These experiences could be gourmet-food tastings on Saturday, film a YouTube TV show on-site and invite shoppers to participate, and even bring samples of brands or designs that they’re considering bringing in and let customers vote," Dorsey said.
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"The key is to be unexpected and involve millennial shoppers — and the best part is it doesn’t even have to do with clothes, jewelry, cosmetics, housewares, or perfume. You could literally have a day where you’re showcasing local artisans in a common area and asking them to invite all their friends and vote for the winner. Getting department stores integrated into the community is what makes experiences take root and become something people look forward to and want to visit."
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In February, retail expert Warren Shoulberg posited that putting restaurants in stores — a strategy that's older than 100 years — could potentially save the ailing American retail industry.
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"Those first merchants of retailing knew what today’s generation is having to relearn: that retail stores are more than a place to buy stuff,"[Moi ici: Recordar "O poder do contexto" aqui é pôr a loja no contexto da sua utilização]
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"There is no reason, however, they could not integrate more experience like beauty services, dining, fashion shows, etc. John Lewis department stores in the UK are model for this: they’ve teamed up with third party dining brands, invested in new in-store services and experiences and have thrived as a result," Saunders wrote. "What’s lacking from mainstream US department stores is any sense of imagination – and it shows on the shop floor!""

Trechos retirados de "Millennials only want to spend money on one thing — and it's killing Macy's"

Online conjugado com a economia das experiências (parte II)

Há dias escrevi aqui no blogue este postal, "Online conjugado com a economia das experiências", acerca do efeito conjunto da evolução das vendas online e da procura de experiências na população de lojas dos centros comerciais.
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Entretanto, um outro artigo desperta-me para uma outra evolução em curso, "When Did Shipping Boxes Get Pretty?". A embalagem que envolve a oferta torna-se mais do que um item com uma finalidade tangível e racional e converte-se num componente da experiência:

"Stylized shipping boxes are designed to stand out, while ironically becoming the new norm. Aritzia, Birchbox, Matchesfashion, Urban Outfitters, and countless more have equally trumpeting e-comm deliveries, with custom colored boxes, oversized brand logos, and interior surprises (if you look closely, there is a tiny swimmer at the bottom of Warby Parker's pool-inspired Home Try-On box). Net-a-Porter's black box, tied with a grosgrain ribbon, is so indicative of the luxe goods inside that it offers a downgraded option at checkout, a discreet brown box that doesn't exclaim "Miu Miu platforms enclosed!" Even Amazon has a signature black tape distinguishing its shipments.
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Voicey cardboard boxes, custom-color bubble wrap, and printed packing tape are the online answer to the status-symbol shopping bag, elevated in-store gift wrapping, and iconic product boxes à la Hermès (dating back to the 1950s) and Tiffany & Co. (1837). As much as ever before, customers feel good, affirmed, and proud of a purchase that comes in a vessel that feels special.
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The stakes are even higher, and the reward even greater, for an online-only company like Glossier, where the shipping box is a customer's first physical contact with the brand. Before a shopper can get to the actual thing they paid for — and likely have never seen in the flesh — they'll work through tape, tissue, bubble wrap, an itemized receipt, and protective sleeves. These prosaic necessities ensure the purchase arrives in fine condition, but they can also be a vehicle for the brand to express its identity."

 Este ano tive oportunidade de trabalhar com a empresa de caixas relatada no final de "Acerca da subida na escala de valor em negócios B2B". Pode ser uma oportunidade interessante, para subir na escala de valor

Online conjugado com a economia das experiências

Pode não ser à velocidade do Pokemon Go mas um dia também veremos esta evolução nos centros comerciais em Portugal:

"At the Florida Mall in Orlando, Nordstrom was torn down and replaced with a Dick’s Sporting Goods store and a crayon-based family attraction called the Crayola Experience.
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Once the linchpin of American shopping malls, department stores are being displaced by newer types of retailers that do a better job of driving shoppers to the centers and lifting overall mall sales.[Moi ici: Atenção PME exportadoras, cuidado com os vossos clientes B2B. Eles podem até gostar de vocês e muito mas ... eles podem simplesmente desaparecer, comidos pelo online. E quanto maiores e mais famosos maior o perigo]
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Landlords are nudging out the once-coveted big box chains in favor of sporting-goods retailers, fast-fashion chains, supermarkets, gyms, restaurants, movies theaters and other types of entertainment as they seek to keep their properties relevant in an age increasingly dominated by online shopping.[Moi ici: A conjugação de duas correntes, a evolução do online e a ascensão da economia das experiências]
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“The definition of an anchor has changed,”
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“The dependence of malls on department stores isn’t what it was 25 years ago,” said Sandeep Mathrani, CEO of another big mall owner General Growth Properties Inc.
Since 2011, General Growth has taken back space from 65 department stores, or about 15% of its anchors, and filled the locations with new occupants that include H&M Hennes & Mauritz AB, 24 Hour Fitness, Wegmans Food Markets Inc., Dave & Buster’s and other restaurants.
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Fast-fashion chains, restaurants, specialty stores do a better job of driving mall sales and drawing shoppers"

Trechos retirados de "Mall Owners Push Out Department Stores"

Experiências, hollowing e o futuro das marcas

Primeiro, a parte com que concordo:

"Retailers the world over need to understand that we have entered the Experience Economy. Goods and services are no longer enough; what consumers want are experiences — memorable events that engage each individual in an inherently personal way.
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The primary reason people will come into physical places in the future is because they seek experiences, so retailers must design and build places that showcase the “experience” of the merchandise they have for sale. If you get your customers to experience your goods, the chances they will buy those goods increases."

Segundo, a parte com que não concordo:

"Consumers will want to buy goods at the cheapest possible price and the greatest possible convenience. Meaning, they will continue to buy more and more merchandise online. Only hypermarkets that pile it high and wide have any hope of competing on price. Everyone else will have to subsume their merchandise within an experience that engages consumers."

Terceiro,

"If you think retail faces commoditisation, imagine how badly off manufacturers are! As they see their margins pinched and their channels marginalised, more and more manufacturers will decide to go into retail themselves, creating relationships with end consumers while showcasing their own offerings."

A ilusão da segunda parte leva ao que há anos aqui chamo de hollowing. O hollowing leva os consumidores a duvidarem das marcas clássicas e a virarem-se para o genuíno, o autêntico. Uma oportunidade para o fenómeno do "Terceiro".

Trechos retirados de "Stage Experiences or Go Extinct"

"Experiences cannot be mass-produced"

Por isto é que Mongo é gigantes-unfriendly:

"not all experiences are created equal. the Anthropology of Experience tells us that we create our identities through performances where we tell stories about ourselves to each other. if brands want to stage powerful experiences that resonate, these experiences must allow for the creation of meaning on a personal level. Experiences cannot be mass-produced; they must allow for the expression and projection of personal identity. not unlike the difference between watching a baseball game and playing one, brand experiences that allow us to project our beliefs, values, desires, abilities, and motivations to ourselves and each other will have the most power and resonance."

Trecho retirado de "How to Win in the Experience Economy"

Acerca do mundo das experiências

"Millennials are giving rise to a new concept: the "grocerant."
A grocerant is a grocery store that offers fresh, restaurant-quality prepared foods.
More and more grocery stores are morphing into grocerants and devoting a larger part of their space to prepared foods in a bid to attract more millennials.
Whole Foods' new chain of stores, 365 by Whole Foods Markets, is a perfect example of this trend. Most of the store is devoted to fresh food buffets and a variety of in-store restaurants.
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In-store dining and take-out of prepared foods from grocers has grown nearly 30% since 2008, and accounted for 2.4 billion food-service visits and $10 billion of consumer spending in 2015, according to the report."

Trechos retirados de "Millennials are abandoning restaurants for an unexpected place"

Agora, comparar com estes outros trechos:

"Debido a la caída de las ventas en los establecimientos de gran superficie, las cadenas de alimentación de Europa se han visto presionadas a entrar, muchas de ellas, en la competencia de precios ‘low cost’, así como a crecer dentro del comercio electrónico.
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Una de los principales motivos de esta situación es que los compradores europeos de alimentación cada vez evitan más las grandes superficies a favor de las compras online.
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Pese a que de momento la penetración del comercio electrónico es baja en el canal de alimentación, ya se ha registrado una caída continua de las ventas en los hipermercados."

E uma palavra sobre as experiências?
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Trechos retirados de "El rediseño del sector retail"

Tantas lições para quem quer criar uma comunidade

Um pequeno artigo "One unlikely sporting goods store is thriving as retailers implode everywhere" mas cheio de lições para quem não quer perder o pé no retalho tradicional:

"there are four other distinct reasons why REI is thriving when other retailers aren't:
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1. These products contribute to an experienceThis has been said over and over again: millennials love experiences.[Moi ici: Produtos desenhados para um contexto]
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Camping and hiking are experience. (And highly Instagrammable ones, too.) In order to complete those tasks, you need the equipment...which in turn, makes it a necessary purchase. This isn't typical of apparel companies.
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2. People will be willing to pay a premium for a high quality productMost people don't want to shell out lots of money for apparel; they've been conditioned to never shop at a premium. ... Even though some consumers cannot grasp that concept — you'd be hard pressed to find someone who'd disagree with the fact that it's worth it to buy a quality backpack or hiking boots if he or she going for a walk in the woods.
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3. It doesn't sell brands you can get anywhere...
4. It has created a community — which is marketing gold"[Moi ici: Basta visitar o sítio para perceber tantas e tantas pistas para criar uma comunidade a partir da interacção que co-cria valor: a partilha das fotos; a partilha de know-how "We asked: What are your must-haves on every car camping trip? And you gave us a ton of answers! Check out these crowdsourced responses that complete the car camp experience."; a distribuição dos lucros, os projectos verdes "REI Funds Construction of the First Relief Center in Nepal’s Namche Bazaar and Green Energy Project in a Remote Community; Year-long Effort Supports Sustainable Living and Tourism"; animação de eventos "REI Outessa Summit Launches Weekend Getaways of Outdoor Adventure for Women" ou "Enjoy the best of what our National Parks have to offer without all the prep work and planning. Campsites at REI Signature Camping Trips include all amenities and expert guides who take care of itineraries and mouthwatering meals." Este último fez-me recordar "Mais uma sugestão de modelo de negócio"]

Pois, recordar:

"The only way to hook customers into a store would be to make shopping there an 'experience' - but Saunders pointed out that Sports Authority isn't a "destination for consumers" and it's "cheaper and more convenient to shop online or at rivals.""

Pois... recuar a 1983 e à minha primeira ida ao Douro Internacional de mochila às costas nas férias da Páscoa. Logo, pensei na compra de saco-cama decente (pontos 1 e 2)

Mais um exemplo da economia das experiências

Mais um exemplo da economia das experiências:

"She was also an actor playing a part, one of several whose paths we’d cross over the course of a two-day immersive theater experience in the Bay Area called The Headlands Gamble. As “detectives” employed by an agency referred to only as The Firm, my boyfriend and I had signed on to help “investigate” a crime, but at the start of the weekend we really had no idea where we would be going or what we would be doing—only that it would involve a caper that would take us around Marin County, San Francisco’s quirky neighbor to the north.
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With a $2,450 price tag, this would not be an ordinary weekend away—an entire production, including actors and support staff, would create a fantasy world around us in the real world (think David Fincher’s The Game, with less danger and more wine). As the marquee debut from First Person Travel, a startup-style agency founded by creators Satya Bhabha and Gabe Smedresman, the experience blends game design with a longform interactive storyline.
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 "Our greatest resource is the environment we're in. We get incredibly high production values for free, just by virtue of being there."
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“Living a movie that heightens the world around you with the narrative, and where you have an impact on how things play out.”"

Não custa nada imaginar algo do mesmo género no vale do Douro, no montado alentejano, na baixa do Porto ou na Viarco em São João da Madeira.

Trechos retirados de "Become the Star of Your Own Live-Action Thriller for a Weekend"