In 1999, Pine & Gilmore released The Experience Economy. In it, they argued that our business models have gone from agricultural, to product, to service. And they argued that the next transition was the ‘experience economy’. Here, people are focused on not one aspect of a product or service, so just the food at a restaurant or just the device when purchasing a product. Instead, it’s the sum of all aspects of engaging: the advertising, initial exposure, company, customer support, etc.
The prime example might be Disney. They create a total experience, from your first visit to their websites purchasing the passes and accommodation, through the thematic coherence of the accommodation, to the actual theme park itself. Waiting in line has been considered, with themed entertainment as you wend your way through the lines. They even theme the transportation from the airport!
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