Product experience is hot. Experience is what makes the difference; nobody wants just another piece of soap when we can have an experience of a fresh sensation every morning instead. We’re moving from a product economy towards an experience economy. Take a look at this statement from Nivea when introducing new (European) products on the American market:

Nivea is the world’s largest skincare brand. For the ultimate European skin care experience, look no further.

Although I’m not sure what this European skin care experience exactly is it sounds like something great. Multinationals are helping us transform our dull lives into a non-stop thrilling rollercoaster of experiences.

When visiting Starbucks you’re not supposed to just order a coffee, you are invited to join the Starbucks experience. The mix of the friendly environment, the carefully selected ingredients and the opportunity to be part of the Starbucks feeling offer much more then just the coffee. Experience Starbucks, explore every cup!

You can experience chewing gum, mobile phones, coffee, shower gel or pizza. You can experience almost anything, but what makes an experience really stick? How does experience translate to value? Just like a good sandwich is a balanced mix of fresh ingredients, experience is build up from specific elements. Customer experience should not become an empty phrase, it can add significant value to a product or brand. How can we make experience gain more weight without loosing its figure?

Essential part of the research program of CELL is extensive research into user and customer experience. Experience can be divided into four major elements; social, educational, fun and significance. When thinking of adding any form of experience to a product or brand key question is whether these elements are covered and if the experience emphasizes one specific element.

Does Starbucks offer an opportunity to empower the social element in their coffee experience? Starbucks website gives a clear answer:

In the tradition of coffee houses everywhere, Starbucks has always supported a good, healthy discussion. To get people talking, “The Way I See It” is a collection of thoughts, opinions and expressions provided by notable figures that now appear on our widely shared cups.

So there is a tradition of social activity in coffeehouses, it’s recognized by Starbucks and they anticipate by empower opportunities to startup a conversation. So they are adding social value as a part of their experience, how about education?

Many coffee bars are offering information about the roots of their coffee and a brief history of coffee in general. Starbucks however offers a set of rich video’s that really bring all details around both production and making coffee to life, and even detailed nutrition information on any product Starbucks is offering.

The fun part is filled in by offering almost any taste of coffee one can imagine. How about a Peppermint White Chocolate Mocha? Or would you prefer an Iced Gingersnap Latte? The product itself is expressing the joy of drinking coffee.

Finally there’s significance. We define significance as a personal thing. It’s not about achieving world peace or ending a war; neither will it save the environment. It’s about whether a product or service is meaningful for me as a person. Significance in the case of Starbucks is hard to define. Is visiting Starbucks significant for you?

So when you wake up tomorrow, even before having coffee, how can Nivea help you start experiencing a new day?

tagged with: starbucks, nivea, experience

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