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Kopi fra DBC Webarkiv Kopi af: Growth through experiences - ten case studies of Danish businesses in the experience economy Dette materiale er lagret i henhold til aftale mellem DBC og udgiveren. www.dbc.dk e-mail: [email protected] Growth through Experiences – Ten case studies of Danish businesses in the experience economy September 2008 Growth through Experiences – Ten case studies of Danish businesses in the experience economy Ten stories about how some Danish businesses The experience economy is now on the agenda of consumers, innovative new products and services – all for the purpose of businesses and politicians. On the one hand, the experience strengthening the value of their products and services as use experiences and creative skills to economy is selling “pure” experiences, such as a ride on a experienced by the consumer. differentiate themselves in the market and carousel in an amusement park, going to a Madonna concert, become more competitive in the national and watching Speedway races, or visiting the National Art Today, many products and services are purchased in a quest Museum. In these instances the experience itself is the for personal identity or fulfilment. At the same time, global economies. primary product. consumer behaviour has become less predictable. This makes many demands on the products and services purchased by ENTERPRISES: But the experience economy encompasses the entire business consumers. In addition to quality and functionality, community – or at least it has the potential to do so. consumers are also seeking things like authenticity, and VIPP Experiences can be used systematically in the business sensory, emotional and surprising experiences, as well as NORDISK SKOLETAVLE FABRIK community to create value. Businesses that are capable of elements that can underpin their individual life story.1 This ESRUM ABBEY giving consumers an experience can differentiate themselves perception of consumers is shared by all ten businesses in the from their competitors and thus enhance the possibility of collection of case studies. KVADRAT being able to charge a higher price for their products and HJULMAND & KAPTAIN services. The ten case studies are from a wide variety of businesses: THE ROYAL DANISH THEATRE • VIPP; sells waste bins on the basis of storytelling and The report “Growth through Experiences” published by the authenticity; SAMSUNG DENMARK Danish Enterprise and Construction Authority shows how • Nordisk Skoletavle Fabrik; a company that produces THE MEYER GROUP experiences have become an important driving force of schoolboards and successfully combines industrial pro- JYSKE BANK growth throughout the business community. This collection duction with conference activities based on experiences, of case studies presents ten specific examples of businesses services and knowledge; ANTHON BERG that have all used experiences strategically as a source of • Esrum Abbey; distinguishes itself from its competitors by innovation and growth. telling unique local stories and creating experiences and new products, e.g. by collaborating with a local microbrewery; The purpose of the ten case studies is to inspire all segments • Kvadrat; consolidates its position as a leader in the world of the business community to use experiences as a source of textiles market by giving customers unique experiences innovation and growth. The case studies show how Danish and by collaborating with international artists; businesses specifically use experiences as a means of creating • Hjulmand & Kaptain; a law firm that joins forces with a added value for the business. theatre director on product development, organisational development and service improvement; These businesses use experiences in many ways, e.g. to build • The Royal Danish Theatre; replaces old-fashioned up customer loyalty, strengthen their brand and develop sponsorships with balanced corporate partnerships; 1 • Samsung Denmark; strategically uses and conceives IV. Applying experiences within the businesses requires Another example is the textile company Kvadrat which creates experiences throughout the value chain because this is just originality, creativity, drive and visionary leaders. avant-garde showrooms that aim to stimulate the intellect of as important as being a technological leader; its target group, i.e. discerning designers and architects. • The Meyer Group; sells food products and canteen food # 1. Consumer demand for values and identity as self-indulgence products and as ingredients in The businesses are characterised by being good at combining A third example involves satisfying consumers’ desires for a consumers’ personal narrative and identity creation; their “traditional” products and services – e.g. waste bins, little luxury, such as a gourmet beer that serves as a bright spot • Jyske Bank; has created an experience concept so that its housing loans, blackboards and chocolate – with consumer in a stressful workday, or a product that indicates that you are branches can render its values tangible to its customers; demand for such ill-defined and intangible concepts as values, off work. This is exemplified by Anthon Berg’s development of • Anthon Berg; uses wellness, storytelling and identity identity and a sense of community. a wellness chocolate that aims to encourage consumers to formation as the focal point of its efforts to make Anthon pamper themselves. Or a variety of quality niche products Berg an international luxury brand. The businesses indicate that consumers have become more from the Meyer Group where a lot of effort has been put into demanding. They are looking for more than just a functional telling a story and strategically employing sensory im- Common business characteristics in the collection product and they always expect good quality. They also pressions to ensure that the entire product is perceived as a of case studies demand that a product’s values are in keeping with their own. delicious experience – this applies to the packaging, aroma Four recurring characteristics run like a common thread and sale situation alike. through all the business cases. Although all four The ten specific case studies show how the businesses have characteristics may not be found in each business, the commercialised consumer demand for intangible, fleeting # II. Businesses enter into creative alliances characteristics recur regardless of sector, geographical concepts such as values, self-realisation, inquisitiveness and a Another recurring characteristic of the businesses is that they location or business size and were identified on the basis of sense of community – assisted by experiences. This has made enter into both formal and informal creative alliances with qualitative in-depth interviews with people involved with it necessary to enhance the “traditional” product with an extra other businesses, organisations or artists outside the business and/or representing the businesses. These characteristics are: dimension that is capable of distinguishing the businesses to develop their product, service or organisation. I. To meet the consumers’ demand for values and identity, from their competitors, i.e. something that retains customers the businesses acquire a thorough knowledge of con- or which the customers in many instances are willing to “pay” This is exemplified by Esrum Abbey, which allied itself with sumers’ needs, dreams, emotions, dreams of the future extra to get. the local microbrewery to develop a new “abbey beer”,brewed and identity. on the basis of the local history, traditions and herbs grown in II. The businesses form creative alliances with other businesses This is expressed, for example, when Jyske Bank works to the abbey garden. or cultural institutions to increase their creative skills, concretise and specify its values in a way that makes them generate organisational changes and develop products. come to life through the bank’s services and products. To Creative alliances are also exemplified by Kvadrat. The textile III. The businesses use experiences strategically by achieve this, the bank has redesigned its branches to company’s strategic collaboration with various renowned consistently and systematically incorporating experiences incorporate a small library, a café and meeting rooms where it artists has transformed its products into premium products into the entire value chain and in the development of is even possible to play table football. It is all elements for distinguished by high quality and prices strikingly above the business models that can infuse traditional products and creating the perception that this is an informal bank where the average cost of equivalent products in the market. services with added value. customer meets the financial advisor as an equal. 2 A third example is the Hjulmand & Kaptain law firm of North This is exemplified by the Hjulmand & Kaptain’s colla- At the same time, the leaders are convinced that more Jutland, which joined forces with a theatre director to carry boration with a theatre director, which contributed to staff information, documentation and good stories are required if out an organisational development process. The director and organisational development in the law firm. other businesses choose to follow in the footsteps of these case managed to give the business a new “perception” of itself, and studies. Below, each of the ten case studies is presented at the same time he has specifically helped to improve and And by the Vipp waste bin, originally invented in a hair individually.

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