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Providing new management grids for experiential marketing strategies

Publié le July 16, 2013, Mis à jour le June 18, 2014

Providing new management grids for experiential marketing strategies is the purpose of Marketing et Consommation expérientiel, (Marketing and Experiential Consumption), a book written by Claire Roederer and released by EMS Management et Société Publishesr, which has just been translated into English.

Claire Roederer has been an Associate Professor at EM Strasbourg Business School since 2004. In her book entitled Marketing et Consommation expérientiels, which was published in 2012 and translated into English this year, she endeavoured to pinpoint the intrinsic content of the “consuming experience”. The book is geared to Marketing students as well as managers involved in experiential strategies and offers new grids to manage such strategies.

Why did you choose the consuming experience as your PhD research topic ?
Claire Roederer: I was intrigued by the term « consuming experience ». I thought that it was an interesting starting point to understand consumer behavior. As I kept reading more on the subject, I became aware that although the word « experience » was increasingly being used in management and advertising, there was no clear conceptual understanding of what reality the word referred to. I hence set myself to better defining the content of experience.

In what way is your research innovative ?
Claire Roederer: Brands have been successful in implementing a variety of experiential strategies intended to provide customers with living experiences. Experiences can be staged in points of sale or consumption as well as in interactions with customers. However, such strategies are costly and not always successful. Thus focusing on the consumer helps to find new perspectives. Such an approach allows to understand that when a consumer is exposed to a given context, be it a Sephora shop, a Christmas market or Disneyworld, his/her lived experience hinges on four main components: sensory pleasure or displeasure, action (what the consumer is doing), his/her relationship to time and the rhetoric that sustains the meaning he/she derives from the experience. Such an experience is embedded in an experiential process encompassing the pre-experience realm, the purchasing experience, the consuming experience and the memory of the experience. These four dimensions are definite action levers to be tapped into so as to develop competitive advantages.

What new consuming practices have you identified?
Claire Roederer: The praxeological dimension of experience related to the consumer’s action during the consuming experience is paramount: it covers various practices whereby the consumer co-produces value with the brand or company. Consumers may be involved in such practices as writing a fan’s comment on Nutella’s Facebook page, designing a new cookie recipe for the Michel et Augustin brand or devising a new advertisement. The new digital technologies have in fact enhanced customers’ experience, enabling them to express themselves quickly via the web, on social networks, and to interact with companies. Such participatory behaviour can only occur if customers fully grasp what companies intend to do. This could be readily compared to students attending classes: if they do not wish to learn, the teacher will fail to transmit any knowledge and the learning experience will be insignificant.

How do you apply the findings of your research work to what you teach ?
Claire Roederer: I write case studies, notably with my colleague Ulrike Mayrhofer (Full Professor at Lyon Institute of Business Administration). The latest one focuses on the brand Abercrombie & Fitch, whose main objective is to develop experiential marketing on international markets (1).

Have you had the opportunity to present the outcome of your work to corporate managers ?
Claire Roederer: Yes, on several occasions, and managers are usually highly interested in being briefed on the findings of academic research. The afterword to the book was in fact written by Safia Thomass Bendali, Image, Communication and Marketing Manager with Ladurée. I also had the opportunity to present my research work at the XVIth Watchmaking Marketing Symposium (XVIe journée du Marketing horloger). What could be more experiential than a Swiss watch?

1. Abercrombie & Fitch : le marketing expérientiel à l'international, CCMP M1794, juin 2013.
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