Product as an Experience

Picture a scenario where you walk into a store for a new pair of kicks. How often are you bemused between two pairs of shoes?

With barely any space to walk, testing the fit and comfort of these pairs becomes a challenge. Such issues are intensified for athletes and medical patients who believe that the shoes are a natural extension of our feet.

Allbirds, a boutique New Zealand-American footwear company, took it upon themselves to alleviate this snag. Allbirds wanted its customers to truly experience the comfort of their shoes. In a creative masterstroke, Allbirds build a human-size hamster wheel within its NYC store. With the words "Take a walk in the clouds" etched on the floor, customers could slip on a pair of Allbirds and use the giant hamster wheel to run, jog or simply walk.

Canada Goose, the distinguished winter apparel company, used a similar strategy when they set up 'cold rooms' with Arctic temperatures. These rooms maintain a temperature of around -12 degrees Celcius and the walls around the room are screens that project views of the snowy Arctic. These factors help to set an icy-cold habitat.

Customers can then choose to wear one of the coats from Canada Goose to truly experience how well the product performs even in the most frosty weather.

Another prevalent example of companies using 'product as an experience' is when automotive giants like LandRover set up offroading tracks for potential buyers to get a feel of the SUVs' abilities.

It's about these small experiences that help potential customers fancy spending the extra dime on a product they have seen in the flesh. This experience-based selling strategy can help build a subtle bond between the product and the customer, a bond that can hook the customer to the brand. Some creativity coupled with an experienced-based selling strategy could go a long way for brands.

If you have made it this far, spend a few minutes to think of other products that can be sold as an experience.


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