モノ消費、コト消費と言われて久しい。
「経験経済」が発刊されてからもう20年以上。
モノという商品を売るのか、コトという体験を売るのかの違いだ。
ディズニーランドや海外旅行のような体験価値事業であれば体験を売ると言っても簡単にイメージできる。
ホテル等、宿泊ビジネスも飲食ビジネスもままたしかりだ。
商品ではなく、体験を売る。
飲食で言えば、ラーメンや、天丼、その店の商品としての食物を売るのではなく、ホスピタリティ溢れる接客等々の商品以外の店舗での記憶を脳に残らせる。これは体験を売っているということになる。
モノとして売ると、顧客の頭の中にあるその商品価値以上の価格では売れないけど体験化すると価値が変わってくる。
久しぶりにIKEAに行った。
今までと変わらないIKEAの売り場、平日だったのでゆっくりと色々考え事をしながら回ることができた。
机や椅子、ベッドってあくまでもモノであり、体験化することは難しい。
通常は並べて値段つけて売るだけだ、気の利いた店では、「是非座ってください」くらいのサービス提供はしているだろう。
IKEAを回りながら考えたことは、IKEAは全商品を体験化してるなってこと。
モノであるはずの椅子やベッド、机が体験化して売られてる。
行かれたことのある人はわかると思うのだが、まるでどこかの家の中にあるような小さな部屋がIKEAの商品を使いながら沢山施設内に作られている。寝室だけでも何種類も、子供部屋だけでも何種類も。まるでそのままそこに居座りたくなるような部屋であり、キッチンであり、リビングだ。
↓写真
モノ売り
コト売り
また驚いてのは、〇〇さんが買った家の間取り。
その家のそのままを施設内にIKEAの商品で具現化してる。。
↓写真
顧客はイメージできるし、共感できる。
IKEAの戦略はこれほどまでに言うくらいの顧客一人一人への体験イメージの具体化だ。
これってモノの体験化。
並べてるだけではものとしてしか価値を感じないけれど、部屋の中に収まった瞬間にそれらのモノたちは体験化された商品に変わっていく。
モノとコト化して売るってこういうこと。
とかんがえると、何でも、どんなビジネスでもコトかできるのではないかと感じた次第。
あなたの商品、コト化できませんか？
PS
以前にもブログで書いた横浜のとあるスターバックス。
→ https://blog.assentia-hd.com/ceo-blog/20210202
SNSにお店の内装や、面白い商品がアップされているうちは、お店を体験化できていない証拠。
目に見えないサービスやホスピタリティだってSNSで評価されるんです。
ホスピタリティの見える化。大事です。
↓写真参照
フィットネスのエニタイムなら。
Assentia Holdings Inc
CEO Akira Tsuchiya
English ↓
It has been a long time since the term "goods consumption" was first used to describe the consumption of goods and services. It has been more than 20 years since "Experience Economy" was first published.
The difference between selling products (goods) and selling experiences (experiences) is the difference between the two. Selling experiences is easy to imagine in the case of experience value businesses such as Disneyland and overseas travel. The same is true for hotels and other lodging businesses, as well as food and beverage businesses. Sell experiences, not products. In the case of food and beverage, instead of selling ramen, tendon, or other food as the restaurant's product, you are selling memories in the brain of the restaurant other than the product, such as the hospitality of the customer. This is selling an experience.
If you sell a product as a thing, you cannot sell it at a price higher than the value of the product in the customer's mind, but if you turn it into an experience, the value will change.
I went to IKEA for the first time in a while. It was a weekday, so I was able to take my time and think about the things I wanted to buy.
Desks, chairs, and beds are just things, and it is difficult to experience them. Usually, they are just displayed, priced, and sold, but a thoughtful store might offer a service such as "please sit on it.
As I went around IKEA, I thought about how IKEA makes all of its products into experiences. Chairs, beds, and desks, which are supposed to be things, are sold as experiences.
As those who have been to IKEA can tell you, there are many small rooms in the facility that look like they are in a house somewhere, using IKEA products. There are many different types of bedrooms alone, and many different types of children's rooms alone. It is a room, a kitchen, and a living room that makes you feel as if you want to stay there.
↓Photo: selling things
selling things
What was also surprising was the layout of the house that Mr. 00 bought. The house is exactly as it was when Mr. 00 bought it, and IKEA products are used to realize it in the facility. ↓Picture
Customers can visualize and empathize with it.
IKEA's strategy is to materialize the image of the experience for each and every customer, as much as to say so.
This is the embodiment of the experience of a thing. When they are just displayed in a room, people only feel the value of them as objects, but the moment they are placed in the room, they are transformed into experiential products.
This is what it means to sell products by transforming them into things and things into experiences.
In this sense, I felt that any business can be converted into a "koto" (experience).
Can't you make your product into a "koto"?
PS I wrote about a certain Starbucks in Yokohama on my blog. → I have written about a certain Starbucks in Yokohama in my previous blog entry. Even invisible service and hospitality can be evaluated on SNS. Visualization of hospitality. It is important. ↓See the picture below.
Fitness Anytime.
Assentia Holdings IncCEO Akira Tsuchiya
Translated with DeepL
