“It’s an innovation of creating an experience that translates to higher prices,” Michelli said. “They are making you pay to be part of that culture. You have to add a sensory experience and theatricality to the customer contact.”
Best Buy also adopted a theatrical approach in marketing the “Geek,” a perceived character who has no type of life or aspirations outside the world of technology. “They make sure the message is consistent so we know what the customer experience is,” Michelli said.
It’s important, Michelli said, to make sure customers agree with what a retailer’s end goal actually is. About 80 percent of companies feel they’ve created a great customer experience, while 50 percent of consumers say their overall shopping experiences are bland. Meanwhile, 95 percent of senior executives say creating the best customer experience is one of their main focuses.