Product Development of IGNIS Nature Series Based on Bernd H. Schmitt’s ‘Customer Experience’
Science Journal of Business and Management
Volume 3, Issue 2-1, March 2015, Pages: 66-72
Received: Mar. 30, 2015; Accepted: Mar. 31, 2015; Published: Apr. 17, 2015
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Authors
Takao Someya, ALBION Co., Ltd., 1-7-10 Ginza, Chuo-ku Tokyo, Japan
Shoichi Kobayashi, ALBION Co., Ltd., 1-7-10 Ginza, Chuo-ku Tokyo, Japan
Shin’ya Nagasawa, Graduate School of Commerce, Waseda University, Tokyo, Japan
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Abstract
We research into a variety of successful-selling products has clarified that offering appeals to customers’ sensibility values is the key to higher value-added products, rather than merely offering functionality and benefit. Thus, this quantification acts as a tool for analysis of difficult sensibility values. The analyses based on the concepts referred to as “customer experience” by Bernd H. Schmitt have indicated, through a large number of examples, that they are perfect for communicating the superiority of the products. With the analysis of the competitive advantage held especially in the high-class goods market, notions regarding this customer experience demonstrated a certain power and influence, and made it possible to clearly recognize the brand’s superiority and more easily compare the differences between brands. While the customer experience concept was utilized as a tool for analyses of existing successful products, it is also thought crucial for creating successful products by theoretically conferring sensibility value upon them. Therefore, we investigated methods by which products’ success rates could be raised by incorporating this concept of customer experience into the IGNIS Nature series manufactured and sold by the ALBION Co., Ltd. Here, ALBION’ Shirakami Laboratory adopted a value-added approach towards products by forming a framework for the same with plant extract compounds from various species of privately cultivated herbs. The result was an increase in sales volume.
Keywords
Customer Experience, Cosmetic, Bernd H. Schmitt
To cite this article
Takao Someya, Shoichi Kobayashi, Shin’ya Nagasawa, Product Development of IGNIS Nature Series Based on Bernd H. Schmitt’s ‘Customer Experience’, Science Journal of Business and Management. Special Issue: Customer Experience Management / Marketing Branding. Vol. 3, No. 2-1, 2015, pp. 66-72. doi: 10.11648/j.sjbm.s.2015030201.19
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