OgilvyOne Viewpoint #11 - Growing by experience

Michelle Bottomley

Michelle Bottomley asks what do Virgin Atlantic, Nike and Apple all have in common? Answer: They offer customers memorable and relevant experiences, and are rewarded with greater loyalty.

OgilvyOne Viewpoint #11 - Growing by experience

Michelle Bottomley

What do Virgin Atlantic, Nike and Apple all have in common? They offer customers memorable and relevant experiences, and are rewarded with greater loyalty.

"EIGHTY-ONE PERCENT OF Americans say past experience with a brand is the most important factor in a purchase decision. The importance of the experience grows with customer affluence as they can afford more options."1

Experience brands such as Virgin Atlantic, Williams-Sonoma, Nike, Apple, Target, Netflix and Tesco understood early on that consumers are seeking better experiences and are willing to pay for them. They realized a...

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