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Consumption Experience: How Do Companies Orchestrate their Customers' Experiences?
Publié le March 19, 2012, Mis à jour le June 26, 2014
What is the common point between visiting an Ikea store, buying cosmetics from a Body Shop outlet, savouring macarons at Ladurée's or journeying on an ID-TGV train? Such are examples of « consumption experiences », i.e. interactions between an individual and a brand or a product in a given situation, as EM Strasbourg Business School Associate Professor Claire Roederer explains in her latest book entitled Marketing et consommation expérientiels (Experiential Marketing and Consumption) and published by EMS Publishers in 2012.