Group Five: The Branded Customer Experience

The Branded Customer Experience by Bass Pro Shops

In order to overcome an ever struggling battle against commoditization in many industries a certain principle was introduced; the so called “Branded Customer Experience”. Companies, by implementing this principle in their business model, go beyond just simply trying to sell a certain product, a location or a service but rather trying to distinguish themselves form other brands by selling a relationship. To go even deeper “Experiential brands”, such as Bass Pro Shops, try to:

Connect with specific emotions, desires and lifestyle:

->Freedom, wildlife experience, being close to nature and adventure feeling

Demonstrate passion and vast knowledge/expertise:

->Committed employees (like Janet our interview partner pointed out: “We all feel like being in a family and don’t feel exploited as employees of other companies might feel.”). There are solely well informed sales people whose hobbies often overlap with their dedicated sales department.