Curating Unique Experiences
Online socialization and sharing of experiences has created an age of instant comparison, evaluation and approvals of any life experience at any instant in the lives of the constantly connected consumer. This has pushed brands to seriously look at strategies to stand the test of competitive comparison by creating unique brand experience propositions.
It has been established that the definition of a retail brand is the sum-total of all the personal and real experiences that a consumer has with the brand at its physical space. Retail brands are now endeavouring to deliver what is called a ‘Unique Experience Proposition’ (UExP) for their brands. Retail experience designers are now focussing on different brand attributes that can define and help design the UExP expectation in a store concept. This plays a vital role in clearly defining the physical brand, the store, in four key definitions. The process starts by defining the brand for being in business. The purpose definition of most mature brands is about addressing some benefit consumer get when using the product. For example, the purpose of