Product Development of IGNIS Nature Series Based on Bernd H. Schmitt’s ‘Customer Experience’
Science Journal of Business and Management
Volume 3, Issue 2-1, March 2015, Pages: 66-72
Received: Mar. 30, 2015;
Accepted: Mar. 31, 2015;
Published: Apr. 17, 2015
Views 3548 Downloads 89
Takao Someya, ALBION Co., Ltd., 1-7-10 Ginza, Chuo-ku Tokyo, Japan
Shoichi Kobayashi, ALBION Co., Ltd., 1-7-10 Ginza, Chuo-ku Tokyo, Japan
Shin’ya Nagasawa, Graduate School of Commerce, Waseda University, Tokyo, Japan
Follow on us
We research into a variety of successful-selling products has clarified that offering appeals to customers’ sensibility values is the key to higher value-added products, rather than merely offering functionality and benefit. Thus, this quantification acts as a tool for analysis of difficult sensibility values. The analyses based on the concepts referred to as “customer experience” by Bernd H. Schmitt have indicated, through a large number of examples, that they are perfect for communicating the superiority of the products. With the analysis of the competitive advantage held especially in the high-class goods market, notions regarding this customer experience demonstrated a certain power and influence, and made it possible to clearly recognize the brand’s superiority and more easily compare the differences between brands. While the customer experience concept was utilized as a tool for analyses of existing successful products, it is also thought crucial for creating successful products by theoretically conferring sensibility value upon them. Therefore, we investigated methods by which products’ success rates could be raised by incorporating this concept of customer experience into the IGNIS Nature series manufactured and sold by the ALBION Co., Ltd. Here, ALBION’ Shirakami Laboratory adopted a value-added approach towards products by forming a framework for the same with plant extract compounds from various species of privately cultivated herbs. The result was an increase in sales volume.
Customer Experience, Cosmetic, Bernd H. Schmitt
To cite this article
Product Development of IGNIS Nature Series Based on Bernd H. Schmitt’s ‘Customer Experience’, Science Journal of Business and Management. Special Issue:Customer Experience Management / Marketing Branding.
Vol. 3, No. 2-1,
2015, pp. 66-72.
Shin’ya Nagasawa, editor, Waseda University Business School, Nagasawa Research Laboratories (Taro Yamamoto, Masahiko Yoshida, Yusuke Irisawa, Tsunehiro Yamamoto, Shinji Enoki): Hitmaking With Experiential Marketing – Manufacturing that Rocks the Boat, Nikka Giren Publishing, 2005.
Shin’ya Nagasawa, editor: Creation of Experience Value in Long-Established Businesses - Customer Approach Management, Doyukan, 2006.
Shin’ya Nagasawa, editor: Producing Experience Value, Nikka Giren Publishing, 2007.
Shin’ya Nagasawa, editor: Premium Brand Strategies for Location and Traditional Industries – Technical Management that Generates Experience Value, Doyukan, 2009.
Bernd H.Schmitt; Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate; Free Press,1999
Bernd H. Schmitt Customer Experience Management; A Revolutionary Approach to Connecting with Your Customers; Wiley, 2003
Shin’ya Nagasawa, Takao Someya: Traditions and Innovations in the Veteran Brand Toraya - Experience Value Creation and Technical Management, Koyoshobo, 2007.
Hideki Otsuka: ‘There are No Recessions in ‘Deep Emotion’ – Why Does Albion President Shoichi Kobayashi Distribute Flyers?,Kodansha, 2010.
Shin’ya Nagasawa, editor: Sensibilities in Product Development, Japan Publishing Services, 2002
Shin’ya Nagasawa, editor: Practice of sensibility product development, Japan Publishing Services, 2003