Without you noticing, you have just had an experience, signed Amazon Go , rich, immersive and connected. Which is not limited to the logo on the building, but which makes this brand a symbol of modernity, of ease in all the interactions you will have with it, whether it is by ordering a garden hose online or by “binge-watching” a series on Prime Video. In the past, a brand was distinguished by its appearance. Then by what it said. Then by the actions it took. Today, in a context where products are increasingly undifferentiated and easily copied, brands – small or large – are distinguished by the experiences they provide. Here, in my opinion, is an avenue to explore to start rethinking yours.

Understand your target. Really. Male. Born in 1948. Based in London. With children. Married more than once. Fan of travel, sports cars and fine wines. A description that seems accurate. But it fits both Prince Charles, Prince of Wales… and Ozzy Osbourne, the Prince of Darkness. As you can see, the “good old” targeting methods do not tell the whole story. In my opinion, you must first show empathy, and take the time to (really) know your target. Talk to them, observe them, analyze the available data (web, physical traffic, sales, satisfaction surveys, analysis of social conversations…). Understand their needs, anticipate their fears and identify the emotions they experience with your company at each interaction. Define what works. What needs to be corrected. And what could generate new positive emotions. Recently, we had the chance to rethink the process of buying a condo off-plan with a real estate developer. An experience that, at its core, is the source of immense joy, but also of immense anxiety. Mapping the customer experience ( Customer Journey Mapping in English) allowed us to smooth out the friction points and amplify the positive emotions.

Define your story I am convinced that for a brand, everything starts with a story. What big idea should transcend your brand experience? Pleasure? Self-improvement? The common good? And what emotions do you want to make your customers experience? I suggest these few examples, which will give you a more concrete idea of what I am saying.

Through its Club Cage program, La Cage Brasserie sportive can recognize and surprise its customers by offering them a dish they like on their fifth visit.

By presenting the people behind the cause, the CHU Ste-Justine Foundation focuses on human connection to better understand its mission and encourage commitment.

Through their Galleon division (fine wines), Les vins Dandurand transforms a product into an experience, presenting wine as a journey through the terroirs of the world.

https://youtu.be/U_puwDF9oOU

Define your “system” The increasingly “democratic” access to web, mobile, Internet of Things or IoT technologies (23 billion objects are now connected to the internet) and the exploitation of massive data allows us to design more personalized, more connected, more social experiences than ever. However, I suggest you keep in mind the following three principles:

…and not an end in itself. It must be part of a consumer journey that integrates physical spaces (e.g. stores). Don’t try to replace human interactions with technology, think about how it can make these interactions more efficient and more personalized.

Technology excels when you don't "feel" it. If the advertising reflex is to create striking content that fits into popular culture and makes companies famous, experience design aims to blend into the daily lives of users, without them realizing it.

With data, it’s a give and take. The more data you ask your customers to provide, the more they will expect added value from you (personalization, better pricing, etc.)

Towards a Time-Well-Spent certification A connected brand experience means time spent with this brand, means emotion generated. The Center for Humane Technology is campaigning for the creation of a Time Well Spent certification (think “Organic”, “Leed” and “Halal”), which separates caring brands whose connected experiences improve the lives of their users, from those that create distraction and contribute to screen addiction. On which side of this demarcation is your brand? On that note, enjoy your experience!