Focus on brand experience, not just products

Airbnb, Grab or even social media platforms – these companies are wildly successful despite owning minimal to zero of the marketed products and services. Yet, consumers are drawn in. Consumption is no longer about possession. It is about access and experiences.

Credit: business2community.com/

72% of millennials would spend money on experiences over things.

Case in point: Airbnb – “Experiencing the world in a more authentic, connected way”

This is where Airbnb thrives. As a purpose-centric business, its value is in local experiences that are unreplicable. Its concept of “belong anywhere” took off, especially with the millennials. Recognising the shift in tourism consumption behaviour, Airbnb has since enhanced its brand experience with new features such as Airbnb Experiences. Travellers can partake in activities and even tours hosted by locals.

Credit: business2community.com/

72% of millennials would spend money on experiences over things.

Case in point:

Airbnb – “Experiencing the world in a more authentic, connected way”

This is where Airbnb thrives. As a purpose-centric business, its value is in local experiences that are unreplicable. Its concept of “belong anywhere” took off, especially with the millennials. Recognising the shift in tourism consumption behaviour, Airbnb has since enhanced its brand experience with new features such as Airbnb Experiences. Travellers can partake in activities and even tours hosted by locals.

83% of Gen Z view online shopping as brand interaction experiences instead of transactions.

Case in point: De’Longhi – Offline-to-online customer journey

Augmented reality (AR) shopping is on the rise, with virtual try-on taking the lead in enhancing the customer experience. Targeting first-time home / coffee machine owners for its Dedica line, De’Longhi launched an AR filter on Facebook and Instagram. Users could visualise how the compact machine fits readily into their homes, as well as navigate the colour options to express their unique styles. Read more.

The global coffee authority has also built its world of coffee – De’Longhi Virtual Coffee Lounge, introducing coffee enthusiasts to the home brewing lifestyle. Starting with a discovery of their taste profile and an exploration of the brand’s signature bean-to-cup journey.

Credit: De’Longhi

Conversation first, conversion later

A customer’s relationship with a brand is dynamic. It is shaped by every interaction and touchpoint. Establish a conversation first. Create a connection by being relatable. Convince by sharing with no agenda. Conversion and continuity will come later.

83% of Gen Z view online shopping as brand interaction experiences instead of transactions.

Case in point:

De’Longhi – Offline-to-online customer journey

Augmented reality (AR) shopping is on the rise, with virtual try-on taking the lead in enhancing the customer experience. Targeting first-time home / coffee machine owners for its Dedica line, De’Longhi launched an AR filter on Facebook and Instagram. Users could visualise how the compact machine fits readily into their homes, as well as navigate the colour options to express their unique styles. Read more here.

The global coffee authority has also built its world of coffee – De’Longhi Virtual Coffee Lounge, introducing coffee enthusiasts to the home brewing lifestyle. Starting with a discovery of their taste profile and an exploration of the brand’s signature bean-to-cup journey.

Credit: De’Longhi

Conversation first, conversion later

A customer’s relationship with a brand is dynamic. It is shaped by every interaction and touchpoint. Establish a conversation first. Create a connection by being relatable. Convince by sharing with no agenda. Conversion and continuity will come later.

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