Large brands create "labs" that strengthen customer experiences
Trend - The concept of a branded lab or hub is becoming increasingly common as businesses seek to facilitate authentic interactions between themselves and their customers. These spaces have the added benefit of seeing how consumers respond to the products/services that are featured.
Insight - When it comes to the products and services that they consume, individuals in the digital age who are aware of the benefits and potential of technology are placing an emphasis on experiences. In this space, many are looking for immersive activations that will both afford them an interesting activity and satisfy their desire to learn something new or exercise creativity. As a result, consumers feel more inspired, involved, and supported when engaging in such experiences.
Insight - When it comes to the products and services that they consume, individuals in the digital age who are aware of the benefits and potential of technology are placing an emphasis on experiences. In this space, many are looking for immersive activations that will both afford them an interesting activity and satisfy their desire to learn something new or exercise creativity. As a result, consumers feel more inspired, involved, and supported when engaging in such experiences.
Workshop Question - Conceptualize a lab or hub in which your brand could create unique experiences for its customers.
Trend Themes
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Branded Hubs — The concept of a branded hub or lab is becoming increasingly common as businesses seek to facilitate authentic interactions between themselves and their customers, offering immersive activations and enhancing the overall customer experience.
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Sensory Consumer Labs — Consumer labs that use various technologies to better understand a consumer's sensory preferences offer substantial consumer insights, both for existing and developing products.
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Creative Connection Hubs — Hubs that invite people to come in and enjoy food while also crossing paths with creators of fashion, art, design, entertainment, technology and more, encourage innovation through local and global events.
Industry Implications
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Automotive Industry — The integration of immersive technologies, such as VR stations, in retail spaces and labs could enhance the overall customer experience and foster learning.
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Luxury Industry — Luxury brands could enhance the overall experience of their products by incorporating branded hubs, which allow customers to learn about the brand's philosophy and interact with the products/services in a meaningful way.
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Manufacturing Industry — Consumer sensory labs not only refine the development and improvement of products, but also offer information and knowledge for developing new products from sensory evaluation and consumer insight.
