The path of experience. The five milestones to experience-driven commerce.
There is no more business as usual. The world’s biggest taxi company owns exactly zero taxis. The largest hotelier owns zero rooms in zero hotels. The hottest name in designer fashion sells no clothing. Some of today’s hottest start-ups are taking on mature markets like beauty and grooming with zero product innovations by simply changing the way people shop. Uber, Airbnb, Rent the Runway, Birchbox, and the Dollar Shave Club all have one thing in common. They don’t sell products—they sell experiences. Experience is the currency of a new age. The strategy of leveraging products to gain a competitive advantage is rapidly becoming obsolete.
Consumers today face a new and daunting prospect: infinite choice. When everything is available all the time, at any price, experience is the remaining true differentiator. Experience is the pathway for marketers to cut through the endless noise and engage each customer individually on an emotional level.