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In a previous post we discussed already the possibility to have one central element in its strategy to attract customers. This central element should not only be an intangible asset; it can also be translated in tangible element in points of sale.

We showed how the Levi’s flagship store in Paris had included such an element; the Bodum’s flagship store, which we dealt with last week, has also such an element in the form of an interactive LED wall.

Bodum worked together with the Belgian company Arch-LED to conceive a giant LED wall displaying videos of the firm. The dimensions of this wall make it unavoidable. Yet, it has one more secret to reveal.

 

The secret of the LED wall

The first floor, as we explained in our previous post, is a space which is partly dedicated to testing Bodum’s products. This is basically a public kitchen where cooking lessons are also taught from time to time. This kitchen is foreseen with a video camera linked to the LED wall. Whenever a special event takes place on the first floor or something special happens, employees can turn off the videos and show what’s happening in the kitchen. Customers on the ground floor become a captive audience for the performance taking place above them.

Advice for your marketing strategy

Isn’t this a form of cocreation too? We dealt extensively with this concept in the past. However it has been more or less reduced by firms to the co-conception of products and services. This is utterly restrictive when compared with the seminal work by Vargo and Lush which paved the way for the co-creation concept.

We think that experiencing what others customers do is also a form of co-creation. Customers in Bodum’s kitchen become actors rather than mere customers and transcend their roles. A simple cooking act is then turned into a spectacle which other would-be customers can enjoy.

Have you ever thought of putting your customers ahead rather than keeping them behind? Wouldn’t it be a good way to promote your product and attract extra audience?

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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