Experiential marketing is an increasingly popular strategy that focuses on creating immersive, interactive experiences for consumers. This type of marketing allows brands to connect with their customers on a deeper, more emotional level, which can be incredibly effective in building brand loyalty and boosting customer satisfaction. According to KPMG’s global trend report 2022, it suggests that customer experience is one of the primary levers that unlock the budget for digital transformation.
In the coming year, achieving customer centricity through experiential marketing will be more critical than ever for brands. With competition in the marketplace at an all-time high, it’s crucial for businesses to find ways to differentiate themselves and create meaningful connections with their customers.
One way that brands can achieve customer centricity through experiential marketing is by using technology to create unique, interactive experiences for consumers. For example, brands can use augmented reality (AR) or virtual reality (VR) to create an immersive environment that allows customers to engage with the brand in a new and exciting way. This was one technology used expertly by Connect Marketing Services during the launch of the Marriott Hotel, in Ikeja. We created a zero-contact experience that enabled event attendees to view every room using augmented reality. This served as an external trigger and gave pandemic proof experience to the consumers.
Another way to achieve customer-centricity through experiential marketing is by creating personalized customer experiences. This could involve using data and analytics to tailor marketing campaigns and experiences to the individual preferences and needs of each customer. By doing this, brands can create a more personalized, meaningful experience for customers, which can help to build a stronger connection with the brand. One way Connect Marketing Services played in this space was with their shopping festival property, ShoppaSpree in partnership with Mastercard. Here, shoppers were rewarded for using their cards. However, we were able to scale the personalization through technology by creating random QR codes to be scanned by consumers for personalized rewards based on data provided upon sign-up.
In addition to using technology and personalization, brands can also achieve customer centricity through experiential marketing by hosting events and experiences that are designed to be engaging and memorable. This could involve hosting a pop-up shop, hosting a live event or concert, or offering exclusive, limited-time experiences to customers. By creating these types of experiences, brands can create a sense of excitement and anticipation among customers, which can help to drive brand loyalty and customer satisfaction.
Ultimately, achieving customer centricity through experiential marketing is all about creating engaging, memorable experiences that connect with customers on an emotional level. By using technology, personalization, and events, brands can create unique, immersive experiences that will help build a stronger connection with customers and drive brand loyalty.