In this digital age the brands that will emerge from declining markets will be the ones that find new and better ways to connect and engage with their customers - by offering real, human experiences.

One such experience struck me recently in a surprising location – a shopping centre – the brand battlefield. In one of the many thoroughfares, one brand, chose to take the fight in a different direction, the brand was Carte Noire. They had constructed a small temporary room, decorated like a reading room in a stately home, complete with atmospheric lighting, wallpaper and carpet. There were tables and chairs and, at the front, a leather armchair in which sat an actor narrating literary love scenes – ranging from Pride & Prejudice and High Fidelity to The Rotters’ Club. On entering, shoppers were greeted, offered a complimentary cup of coffee and invited to take a seat, relax, and listen – a perfect coffee moment.

 

Now, ironically, I don’t even like coffee but the pull of this concept was so strong that I wanted to be part of it anyway.

This perfectly illustrates what brand expert, Leslie Butterfield described recently in his The Experience Revolution: “The increased desire among consumers for authentic experiences is a reality. More and more consumers will react against the blizzard of digital distractions that pervade our lives and leave us feeling a little frustrated and empty. They are going to want to fill that void with real experiences. They’ll turn toward brands that offer multi-sensory events, locations, and occasions - anything that reconnects them with other people in person, not remotely.

Brands that use real experiences can tap into our emotions and will open up a wellspring of goodwill, loyalty, and, ultimately, value.”

I may not have drunk the coffee but, me telling this story now, signals how very true that is.

Experienced by Justin Morgan