We talk about ‘experience’ as a secret weapon to differentiate ourselves, to bind in customers, to loosen their wallets and to bring new meaning to retail. Yes, shops remain shops (sheds with products on mannequins and shelves) and websites remain resolutely screen-bound and 2D. Initiatives to showcase products, provide bespoke services, increase the ambience and remove annoyances have dominated thinking for the past 20 years. But these are old paradigms and the lens of perspective is too narrow. In parallel, integrating and exploiting new technology has occupied minds and budgets for just as long. So what are the points of experience in the ’twenties and how do they affect your long term relationship with your customer? In this session, we will consider the drivers, successes and opportunities in creating points of experience that can deliver upon brand, commercial and customer objectives. Is the whole greater than the sum of the parts?
