aQlog
The e3 conference on “A Right Brain Future” wrapped up on Saturday evening with a tour of the Belgium Fashion Museum and an interactive creative cooking class on Asian cuisine. The hands-on cuisine experience was held in the state-of-the-art demonstration kitchen of Europe’s largest bookstore dedicated to cookbooks – and only cookbooks.
The store was set-up for a great customer experience. Well engineered lighting systems showed off the vibrant and delicious covers of the books. It was a food stylist’s wet dream.
The aisles were wide and made for easy browsing. There was even a section of “how-to” cookbooks just for kids.
The store manager told me that most of her clientele are young couples. These customers seem to be looking for a hobby or an activity they could share at home. From the outside it may look like this store is selling books. But what is really happening here is that customers are buying a lifestyle experience. Customers are buying a fun, creative outlet that engages all five senses. They can enjoy it individually or with others. They are purchasing pleasure.
Off to the Brussels airport for Edinburgh.
My global BlackBerry is working like a charm. No hassles and the phone reception is crystal clear.
My next posting will be about the cheerful incompetence of Hilton staff in Antwerp… and how authentic smiles maybe key to success in the hospitality business.
What people are actually buying through many of their purchases is often so far removed from the product itself. I appreciate Alan your insight to the pleasures that must be built into the experiences. Customers must sense a connection to their lives and enjoy the activation of more than one of their senses for them to return. It is true for products and the service industry as well. As we delve into the art and science of creating more genuine avenues for meaningful engagement so too will our impact become more poignant.
— Kathleen Kevany · Nov 5, 11:07 AM
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