Nowadays the market is filled with so many different kinds of wine. But when a person wants to buy a bottle of wine, the problem arises which one to choose? Red, white or rose? Dry or sweet? Many people are confronted with these choices when they are looking for a good wine to drink while having a dinner or for other occasions. Furthermore, people do not have enough knowledge about wines and are overwhelmed by the amount of variety in the market.
The consumer faces many obstacles: Factors like time pressure, different points of purchase, social pressure and unclear information form a barrier for unskilled consumers: ‘wine seekers’ Other consumers which are more skilled, ‘wine lovers’, do not find it a Continue reading MyFavoriteWines.nl→
Active consumer engagement requires some effort. To attract the clients companies have to move from ‘product centric approach’ to a ‘customer centric approach’. In order to acquire the customer, companies must be attractive and reliable.
A good example is an American company ‘Warby Parker’ that sells boutique-quality prescription eyewear and sunglasses through their website, store and showrooms. Few days ago nominated as one of the most innovative companies in retail (according to Fast Company), ‘Warby Parker’ offers a unique concept of designing the eyewear and present it to customers.
According to Pine and Gilmore (1998) an experience is as real an offering as any service, good or commodity. An experience occurs when a company intentionally uses services as a stage, and goods as props, to engage individual customers in a way that creates a memorable event.
The following – Magnum Pleasure Store and Restaurant “Dans le noir?” – are nice examples of companies that provide unforgettable and unique experiences.
Magnum is a well known, premium ice cream brand, which in order to increase the customer involvement, started to enable the customers to create their own magnum ice cream. “Welcome to the world of Magnum Pleasure!” that is how they call the pop-up Continue reading Great Experiences: Magnum Pleasure Store and “Dans le noir?”→
Manodrabuziai.lt (translation MyClothes) is an online platform where people can create a profile and buy, sell or simply change their clothes, accessories, shoes and other things.
The founder of the program introduces herself as former shopoholic, who decided to get rid of her things online. Most of the things were in a really good quality, thus she decided to simply throw them away, but to open her closet to other girls.
Consumer Value Creation 
