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2. Experience Staging

Offerings in table 1 is

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Unformatted text preview: s after purchase at a drive- through window of a fast food restaurant or through a local convenience store. Other examples of this process of experientializing goods are abundant. Build- a- Bear Workshop, for example, transforms the purchase of plush animals into a memorable childhood experience—bringing to life a personalized plush animal and including that “animal” as a new family member, complete with a heart and stufྰng that has been inserted by a gleeful child, and a birth certiྰcate. When consumers reach the cash register at a Build- a- Bear Workshop, they are not only using their money to indicate their value for the plush animal products, but they are also indicating value for the quality of their experience in “building a bear.” Plush animals that may sell for $5- $10 in department stores may sell for $25 or more at Build- a- Bear Workshop. Pine and Gilmore (1999) note that products may be transformed to experience offerings when sellers “ing the thing.” Thus, the value of a wastebasket might be increased by crafting it in the appearance of a basketball goal, yielding a “waste- basketing” experience for consumers, and an automobile manufacturer might build in heated seats in order to enhance the “sitting experience” in the vehicles it sells. Experientializing Intangible Offerings. In addition to this “technology” for experientializing goods, Pine and Gilmore (1999) describe a technology for staging intangible encounters that we typically refer to as “services.” That technology could be applied to virtually any park, recreation, or tourism industry offering. Based on their analysis of highly successful experience industry organizations, Pine and Gilmore identify and describe ྰve principles for staging encounters in ways that tend to yield valued experiences for most guests and participants: • • • • • Fully theme the encounter Identify an appropriate “theatrical form” ap...
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