Strategic Experiential Modules

 Strategic experiential modules
(SEMs)
 The experiential modules to be managed in experiential marketing include:
 Sensory experiences (SENSE)

 (sense), in which Sensory experiences the consumer’s
senses of sight, hearing, taste, touch and smell are
stimulated separately or in combination
 (Touch) is one of the sensory marketing 5 senses that’s difficult to embrace

through digital marketing tactics. Offline, however, there are plenty of ways to
give customers a tactile experience of your products. Whether it’s the texture
of packaging, or the materials present in product, the feel of the brand can
resonate with a customer on an intimate
level.
 In fact, according to some studies, up to 75%

of shoppers say that they’d prefer to “feel” a
product before they buy it – particularly if
they’re purchasing something like furniture
or clothing.
 Examples:
 Hershey’s wraps its Kisses in richly-coloured tinfoil. The tactile, visual and even audial
experience of unwrapping the foil around the Kiss turns what’s effectively a small
piece of chocolate into a luxurious experience.
Dunkin’ Donuts campaign in Seoul, South Korea.

 Commuter buses in the city were outfitted with devices that released the aroma of
fresh coffee whenever the Dunkin’ Donuts jingle played over the radio.
 At the end of the jingle, the buses would stop close to a Dunkin’ Donuts outlet.
 Sephora and its flagship Paris flagship store. Here shoppers were greeted by a tiny
robot that dispensed a card, which served as a ‘virtual shopping basket’. These
enabled customers to combine online purchases with items found in the store and
pay for everything at the cash register.
 The store also has fragrance counter designed for the discovery of premium
perfumes, from classics to niche fragrances. Placing a perfume tester on a Near Field
Communication tag unleashes a wealth of information on the fragrance, which the
shopper can add to their digital basket.
 Other popular Sephora immersive services include the Makeup Bar and the Flash Bar,
equipped with a large selfie mirror, a mobile phone charger and a Mini Beau tic, the
smart sampler developed by the brands in house lab.

Starbucks
 Starbucks is another pioneer among companies that use sensory marketing.
Over the years, the Starbucks brand has evolved significantly. The
organisation has become more than just a place to drink coffee – it’s a hub of
creativity, intended to satisfy your sense of taste, sight, touch, smell, and
sound. From the moment you walk through the door of a Starbucks venue, you
can expect to smell the aroma of coffee, choose from the same iconic flavours,
and hear a consistent style of music playing in the background.
 The songs played in Starbucks stores are sent directly to each location by the

company’s main office, so everything is remaining a cohesive part of the complete
brand identity. Even the artwork and wallpaper in Starbucks is the same wherever
you go. This way, Starbucks customers don’t just get a great cup of coffee, they get
the full Starbucks experience at every store. Starbucks kept that concept in mind
when they invested in a new marketing campaign with Spotify, designed to give
customers the Starbucks “audio” experience at home.
 Affective experiences (FEEL)

o FEEL marketing appeals to customers’ inner feeling and emotions with the objective
of creating affective experiences that range from mildly positive moods linked to a
brand to strong emotions of joy and pride .
o Consequently, the best relationships with customers are affective or
emotional in nature and when companies succeed in not only satisfying
certain needs but also making the interactions pleasurable, as a result,
people are more inclined to stay loyal, even when a mistake takes place.
Adidas and Derrick Rose’s Jump Store
Pop-up stores aren’t a new concept, but Adidas’ 2013 ‘D Rose Jump Store’ in London was a
cut above the rest.
Chicago Bulls point guard Derrick Rose was in attendance to challenge fans to win a pair of
free trainers by taking them off a shelf that happened to be 10 foot in the air.
It’s a relevant, exciting and memorable experience for all the kids who took part.
Tiffany and Co.
Tiffany is an iconic store, and one that is well-known for its high-end retail experience. In
2018, however, the brand opened a brand new store in London’s Covent Garden to bring a
bit more fun into the mix – and more of a focus on the customer experience.
The ‘Style Studio’, as it’s called, sells the
brand’s ‘everyday items’ range, which is a mix
of homeware and accessories. This is
designed to engage customers who want to
spend less, but still get their hands on the
luxury brand.
Decorated in its famous duck egg blue, the
store is also designed to be interactive,
including extra features such as a vending
machine stocked full of Tiffany perfume, and a
#MakeItTiffany personalisation bar where
customers can get their jewellery engraved.
With its highly ‘Instagrammable’ interior, Style Studio is a clear attempt to modernise the
brand for a younger, more socially-savvy audience.
 Creative cognitive experiences (THINK)

o THINK marketing appeals to the intellect with the objective of creating cognitive,
problem-solving experiences that engage customers creatively
o The age of artificial intelligence (AI) is here and marketers don’t rely on old
and inconsistent data. While cognitive conditioning is pretty much scientific,
it still will enhance Mankind’s pursuit of advanced thinking. Understanding
the audience and getting data analysis is one of the solutions to create great
cognitive marketing campaigns that make an impression.
o Examples:Made.com
 Despite first launching as an online-only retailer, Made.com has become a master of

physical retail, using its showrooms to create an engaging and seamless in-store
experience for shoppers.
 In February 2019, Made relaunched its Soho showroom with three times the floor
space. The store now also includes a cafe, which is something that was once a trump
card for rival homeware retailer, IKEA.
 Digital technology is also integral to the customer experience, with large tablets
scattered throughout allowing shoppers to
search products, and browse
through Made.com‘s Instagram feed.
Meanwhile, QR codes are assigned to each
product in-store, allowing customers to easily
find (and buy) what they see online
 In contrast to the online experience, in-store shoppers can touch and feel fabrics,
discover new trends, get personal style advice, and even attend in-store workshops.
Overall, the aim is to act as a middleman between offline and online, enabling the
retailer to build a deeper and more personalised relationship with customers
 Physical experiences, behaviours and lifestyle (ACT)Physical experiences
(act), which offer consumers alternative behavior and lifestyle models in a potent mix
of commercial logic and artistic/cultural expression
STORY
Story is not a traditional retailer, but a space that in its own words, ‘takes the concept of a
magazine, changes like a gallery, and sells things like a store’. Founded in 2011 by Rachel
Shecht man – a former brand consultant for the likes of TOM’s shoes and Kraft – Story is a
serial pop-up store, which aims to keep customers coming back for more with an ever-
changing narrative and inventory.
As such, Story sells a variety of products from a range of different
brands based on a theme that changes every four to eight weeks.
Previous themes have included ‘made in America’, ‘wellness’, and
‘out of office’, with each one involving different layouts, installations,
and stock.
Each theme is designed to offer something of real value to visitors,
focusing on their experience rather than the products itself. There is
also a highly social element to Story, with the space regularly hosting
food pop-ups and other interactive events.
Volkswagen
Volkswagen's first concept store took pride of place in
Birmingham's Bullring shopping centre. The concept was designed
by Dalziel & Pow and focused heavily on illumination. Ceiling hung
light boxes and illuminated graphic displays were strategically
placed near the cars to illuminate the stores focal point and
showcase the quality of the Volkswagen to passers-by.

o
 Social-identity experiences that result from relating to a reference

group or culture (RELATE)
o Social-Identity experiences (relate), in which the components of consumer
experience are enhanced by a social dimension based on sharing and
comparing experiences
o Social identity is "that part of an individual’s self-concept which derives from
his knowledge of his membership in a social group (or groups) together with
the value or emotional significance attached to that membership"
 Lululemon, the yoga-inspired apparel chain that debuted in 1998, offers yoga classes
in its stores, serving as a sort of one-stop community for both seasoned practitioners
and novices.
o

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 Strategic experiential modules

 Sensory experiences (SENSE)

 (Touch) is one of the sensory marketing 5 senses that’s difficult to embrace

 In fact, according to some studies, up to 75%

Dunkin’ Donuts campaign in Seoul, South Korea.

 The songs played in Starbucks stores are sent directly to each location by the

 Affective experiences (FEEL)

 Creative cognitive experiences (THINK)

 Despite first launching as an online-only retailer, Made.com has become a master of

 Social-identity experiences that result from relating to a reference

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