The future of experience: Why brands and retailers need to look at trends and innovation in experience culture, as consumer appetites for experiences reach critical mass

Greene, Lucie

Practice paper

The future of experience: Why brands and retailers need to look at trends and innovation in experience culture, as consumer appetites for experiences reach critical mass

Lucie Greene

Journal of Brand Strategy, 5 (3), 238-244 (2016)

Abstract

The experience economy has given way to a culture of high expectations that go far behind goods and services. Fuelled by the tech boom, today’s consumer seeks immersive experiences that enable escapism.

Keywords: experience economy; experience culture; brand activations; immersion; virtual reality; wellness

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Citation

Greene, Lucie (2016, December 1). The future of experience: Why brands and retailers need to look at trends and innovation in experience culture, as consumer appetites for experiences reach critical mass. In the Journal of Brand Strategy, Volume 5, Issue 3.