The power of the first impression that someone gives your brand is huge. It’s similar to how it is when you meet someone; once that impression is there, it’s really hard to change minds. So, how can you sell an experience, not just a product?
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Sure, it’s possible, but regardless, it’s still pretty tough. While some brands try to just focus on aesthetics as the first good impression, and others focus more on dirt low prices (like Temu, for example), there’s something that most businesses can agree on: boring is a bad impression.
Overall, no one’s impressed by a plain old product anymore. It doesn’t matter if you’re selling the softest cashmere scarf or the fanciest chocolate truffle; if your brand isn’t delivering moments that leave people buzzing, you’re falling behind.
Now, today’s consumers want an experience that wows them, makes them feel special, and leaves them eager to come back for more. They don’t just want to own your product; they want to feel like they’re part of your world. Just think about some of the most luxurious brands out there.
Consumers don’t just slap a “luxury” label on their brand; they basically need to earn it. That’s why brands like Dior and Hugo Boss don’t just sell clothes; they craft mini-movies for their campaigns, host jaw-dropping events, and make opening a box feel like Christmas morning (regardless of how mundane the product is inside).
Even service giants like The Ritz-Carlton and Belmond have shown us that the art of experience is the secret sauce that builds loyalty, hype, and sales. How can you infuse this magic into your own brand? Well, there are a few things you need to know first.
Why Experiences Matter for Product Brands
Alright, so here’s the deal: people remember how you make them feel. They’ll forget the dimensions of the handbag they bought or the exact shade of your eco-friendly soy candle, but they’ll never forget the way your brand made them feel valued, excited, or downright giddy.
For example, Dior gets it. They totally get it! If you think about it, their unboxing moments are practically a religion, with videos all over TikTok and Instagram showing off their signature ribbon, embossed logos, and perfectly folded tissue paper.
It’s not just packaging; it’s a performance. And people love it. So, if you’re selling a product, retail, or e-commerce, you name it, and you need to do the same.
Overall, brands that focus on experiences don’t just make sales; they make fans. Loyal, screaming-at-a-concert fans who will shout your brand name from the rooftops because you gave them something memorable.
The Emotional Connection It Creates
As a business owner, you really need to understand that emotions sell. A beautifully designed product is great, but pair it with a story, a ritual, or even just a thoughtful touch, and suddenly, you’ve created a memory.
Again, going back to Dior as an example, they’re well known for this. Their perfumes aren’t just fragrances, same for Chanel; rather, they’re symbols of sophistication, luxury, and the dream of a glamorous life (and aspiration is major nowadays).
By weaving emotions into their branding, they elevate their products beyond mere objects into deeply personal experiences for their customers. Again, that’s just an example, but brands of all sizes can replicate this (and to a degree a good chunk of industries as well).
Start by asking: What emotions do your products inspire? Happiness, nostalgia, excitement? Lean into those feelings in your messaging, packaging, and product design. Overall, as a business owner, you’re going to have to create an emotional journey for your customers, and they’ll stick with you.
What Luxury Brands Teach Us
Alright, so the two brands that are about to be mentioned are old and well-established; they’re nothing more than examples, so you don’t need to compare your brand and your products to theirs.
Rather, it’s just to give you an idea. Anyways, luxury brands like Hugo Boss and Dior are masters of the long game. They’ve turned their stores (which they’ve had decades upon decades to perfect) into sensory playgrounds. So, everything from the music, the lighting, and even the scent is a deliberate choice.
When customers walk in, they don’t feel like they’re shopping; they feel like they’ve entered an exclusive world that they want to belong to. Even if your brand isn’t dripping in luxury, the principle applies.
You don’t need to drip with opulence or whatever else, either. Overall, your customer experience should reflect your brand’s personality. It absolutely NEEDS to.
If you’re fun and quirky, bring that energy to your packaging, events, and social media. If you’re all about sustainability, make every interaction (even your shipping materials) eco-friendly. But overall, the key is consistency; when every touchpoint aligns, it amplifies your brand message.
Why It’s More Important Than Ever
It’s almost 2025, and yeah, in 2025, there are going to be heavier expectations. Technically, the expectations are there, but it’s going to be pushed even more in 2025, of course. But why the extra push? Well, it’s already at the point where people are done with cheap thrills and cookie-cutter products.
Sure, some people like garbage from websites that’ll go unnamed (but stir up controversy left and right weekly) and their bad products (and bad smells). Because of all of this cheapness that’s constantly being pushed, shoppers are just now tired of mass-market mediocrity.
Instead, they want quality, meaning, and brands that actually care. How can you shop like a billionaire (a slogan from one major brand) when everything breaks in front of your eyes immediately?
Here’s the kicker: most brands are still cutting corners (technically, even luxury brands that are famous), so many brands are skimping on quality and serving up the same forgettable experiences.
This is your moment to shine. But usually, when you’re going the extra mile and focusing on the art of experience, you can stand out in a world that’s desperate for authenticity and connection.
It’s pretty obvious, but customers want to feel seen. They want to feel special. And if you’re not giving them that? Well, it’s not really a surprise that they’ll move.
Immersive Product Launches
Why does a product launch need to be only an announcement? Why not an event? Well, when it’s done right, it’s the kind of thing people will talk about for weeks (or at least until they post it all over Instagram). It’s all about creating and mastering the art of experiences!
What Makes a Product Launch Pop?
A great launch doesn’t just introduce a product; it creates a world. Just go ahead and think of it like throwing the best party of the year. The décor should match your brand’s vibe (chic minimalism? Bold colours?
Rustic charm?), the music should set the mood, and the entire experience should feel unforgettable. You don’t even need to go all Great Gatsby either (small new brands can’t afford that, at least). But doing something memorable does help.
Why PR Events Still Work
If you think about it, PR events are more than just flashy parties; rather, they’re opportunities to invite customers and media into your world. Usually, when it comes to PR, it’s ideal to have interactive elements such as a hands-on workshop, a photo booth, or even a live demonstration.
Actually, even something like exclusive perks for attendees can make a massive impact as well. But overall, these events build excitement and give your brand an edge that competitors can’t replicate. It does help, however, to team up with a good PR agency that specialises in events (not all of them do).
The Unboxing Experience is Everything Nowadays
In all honestly, few things hit harder than a great unboxing. No, really, they’ve been around for the last few years, and the expectations are only growing more and more. It’s the moment when your brand becomes real, literally, in the hands of your customer.
Having Your Logo On It Matters
A brown box isn’t going to cut it in the slightest. Nowadays, you need to have a custom box with your logo on it (and bonus points for embossing it and having a ribbon on it, too). But this is the first tangible moment a customer has with your product, and it sets the tone for everything that follows.
Essentially, your packaging should say something about who you are. Besides, great packaging isn’t just about looks; it’s about the feeling it creates.
Why Every Detail Matters
It can be anything from embossed logos to personalised thank-you cards, but the little things pack the biggest punch. So, if customers notice the effort you put into creating a beautiful unboxing experience, it shapes how they think about your brand.
Actually, a lot of shoppers share unboxing videos online (YouTube, IG, and TikTok), which means they’re giving your brand free marketing while showing off the experience you’ve created.
Give Them a Reason to Stay
Loyalty isn’t bought, it’s earned. You know how hard it is to get your trust and loyalty in personal relationships, but it’s no different when it comes to a consumer and a business. So yeah, you earn it by making customers feel valued, appreciated, and genuinely excited to engage with your brand.
Speak Directly to Them
Nothing says “we care” like customisation. Well, that personal touch that’s tailored to one person, not the massed, but to one individual. Whether it’s personalised packaging or tailored recommendations, these small touches show customers they’re more than just a sale. Yeah, they do make a difference.
Create Experiences They’ll Remember
The brands that win are the ones that create moments people can’t stop talking about. Yes, this is something that just can’t be stressed enough! This could be an unforgettable unboxing, a product launch that really wowed people, or a heartfelt campaign (that was genuine, of course); all of these experiences are what keep people coming back.
