Physical performance of an action, multi-sensory and emotionally arousing experiences

The 4Es employ a number of the recall-enhancing techniques to make the business offering more memorable.  Educational and Escapist experiences require the customer to be actively involved. Esthetic experiences, and many times Escapist and Entertainment experiences, provide rich multi-sensory settings. Each of the 4Es is likely to arouse emotions of the customer.  For instance, pleasant scents (Engen, 1982; Van Toller, 1988) and music (Ackerman, 1990) that help create an Esthetic experience can arouse pleasant emotions.

The suspense of an Entertainment or Escapist experience can be thrilling.  The joy of learning and achieving personal accomplishment during an Educational experience can create emotional arousal as well.

Summary

This module presented how a differentiation strategy used in small businesses could add value to the business offerings by enhancing them with experiences. Experience Economy strategies, key distinctive business strategies, help differentiate the business from its competitors. Customers are attracted to the added value offered by experiences unique to the business. Experience Economy strategies also support lasting memories of the experiences that lead to repeat customers and free advertising helping to sustain the business. 

References for this module