THE CONSUMER SEARCH FOR SERENDIPITY

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Faced with an increasingly controlled and constrained marketplace, many consumers are seeking opportunities to experience unplanned, surprising or serendipitous moments. The recent trend of consumers seeking serendipity in both their online and offline lives is intensifying—and it’s only set to grow in the coming years as sensors replace screens and occasions increasingly become the area for marketers to focus upon and own. Opportunities to connect with consumers will only expand in these “discovery spaces.” Brands that innovate and blaze a trail of new, unplanned and sometimes surprising experiences will be set for success in the years ahead.

Two brands doing just that are Panera Bread and Heineken. Panera Bread promises users of its loyalty card that it will “…do our best to reward you with surprises based on what you love.” The restaurant periodically provides its customers with free food and drinks based on their prior purchasing behavior. Heineken recently offered the ultimate serendipitous experience by giving travelers at JFK airport the chance to play “departure roulette.” Participants who played committed to traveling to an exotic location –without knowing where they were going in advance.

Source: The Rise of Serendipity. (December 2013). The Futures Company.

Published by dkachiros

My purpose is simple – to identify the authentic potential in brands, discover their beautiful truth and inspire them to tap into their purpose or their raison d'être (reason for being). This is a brand’s beautiful truth. Establishing that truth opens the door for fresh approaches and ideas that are unmistakably true to brand, yet breakthrough for consumers – suited for building businesses. It’s all about shattering category conventions, finding permission for new territory and ultimately building relevance and more meaningful experiences at every moment along the journey. I pride myself on getting people to fall in love with the brand, be it for the very first time and or all over again. Feel free to reach out to me if I can help in any way. Dixie Kachiros dkachiros@gmail.com dkachiros.com 214-596-8468

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