Stephen’s 5 Elements of
Remarkable Experiences
Customer experience is how traditional retailers are trying to differentiate
themselves and, as Stephens notes, the future of how physical retailers will
generate revenue. But you know what? Spas are already offering this to
guests. The spa is the experience, you just have to know how to tie that
experience in with your retail offerings. Stephens has five distinct
elements of remarkable retail experiences. Does your spa and retail
space stack up?
1.
2.
Engaging. They connect to all five senses: sight, sound, smell,
taste and touch. They involve the customer in a visceral way.
What we think about an experience may last hours. But memories of
what we hear, feel, touch, see and taste may last a lifetime.
Unique. They incorporate methods, language or customs that are unusual,
surprising or proprietary to the brand but are also authentic and
natural. The incorporation of these unique elements lends the
feeling that customers have not just entered a different store
but a different world entirely.
3. Personalized. They make the customer feel that the
experience was created just for them. This may be as simple
as recalling details and preferences from an earlier visit or it
may be as complex as creating a completely bespoke product or
service design just for them. Either way, they feel special and
valued.
4.
5. Surprising. They incorporate elements or interactions that are completely unexpected.
Packing even one small but delightful surprise into the experience leaves a lasting
impression.
Repeatable. They are executed using prescriptive and tested methods to achieve a
uniform level of consistency and excellence across the enterprise. They are so highly
engineered and well-practiced that they appear spontaneous while leaving almost
nothing to chance. At the same time the experiential design affords staff just enough
freedom to let their unique personalities shine through.
July 2017
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