Table Of ContentExperiential Marketing
Experiential marketing has become an indispensable tool for all types of businesses
across multiple sectors. This book provides an all-e ncompassing, practical, and concep-
tual map of contemporary experiential case studies, which together offer insights into
this exciting approach to customer experience.
Experiential Marketing incorporates 36 international case studies from 12 key sectors,
from technology, consumer goods, and B2B to luxury, events, and tourism sectors. With a
selection of case studies from leading brands, such as Coca-C ola, Nutella, Chanel, NASA,
The New York Times, Pfizer, and Amtrak, the reader will learn and practice the experien-
tial marketing tools and strategies through these examples. Expert testimonials, practical
applied exercises, and the author’s online videos provide both theoretical foundations
and concrete application.
This is a must- read for advanced undergraduate and postgraduate Marketing and
Customer Experience students and is an excellent teaching resource. It should also be of
great use to practitioners – particularly those studying for professional qualifications –
who are interested in learning experiential marketing strategies and developing know-
ledge about the way big brands in different sectors are designing the customer experience
online and offline.
Online material includes lecture slides, a test bank of questions, an instructor’s
manual, and explanatory videos.
Wided Batat is Professor of Experiential Marketing and an internationally renowned
expert on customer experience and digital transformation. She is the author of
Experiential Marketing: Consumer Behavior, Customer Experience and The 7Es (Routledge,
2019) and editor of Food and Experiential Marketing: Pleasure, Wellbeing and Consumption
(Routledge, 2019).
“This volume is set to be an essential resource for any professor teaching cus-
tomer experience. The book draws on the knowledge of some of the best in field
and provides insights that students will return to year after year. The vast array of
cases from across multiple sectors means this book will likely have a regular place
on my desk, rather than my bookshelf.”
Ekant Veer, Professor of Marketing at the
University of Canterbury, New Zealand
“Professor Batat’s expertise in experiential marketing is applied once more suc-
cessfully to business. The focus is on specific cases but moreover on making sure
that the reader is challenged with questions and the adoption of new perspectives.
This book is a must- read for anyone interested in customer experience and exem-
plary cases in different business domains.”
Paula C. Peter, Professor of Marketing, San Diego State University, USA
Experiential
Marketing
Case Studies
in Customer
Experience
Wided Batat
First published 2021
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
and by Routledge
52 Vanderbilt Avenue, New York, NY 10017
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2021 Wided Batat
The right of Wided Batat to be identified as author of this work has been asserted by her
in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or utilised
in any form or by any electronic, mechanical, or other means, now known or
hereafter invented, including photocopying and recording, or in any information
storage or retrieval system, without permission in writing from the publishers.
Trademark notice: Product or corporate names may be trademarks or registered trademarks,
and are used only for identification and explanation without intent to infringe.
British Library Cataloguing-i n- Publication Data
A catalogue record for this book is available from the British Library
Library of Congress Cataloging- in- Publication Data
Names: Batat, Wided, author.
Title: Experiential marketing: case studies in customer experience / Wided Batat.
Description: New York: Routledge, 2021.
Identifiers: LCCN 2020033993 (print) | LCCN 2020033994 (ebook) |
Subjects: LCSH: Branding (Marketing) | Target marketing. | Relationship marketing.
Classification: LCC HF5415.1255 .B378 2021 (print) |
LCC HF5415.1255 (ebook) | DDC 658.8/1 2–dc23
LC record available at https:// lccn.loc.gov/ 2020033993
LC ebook record available at https:// lccn.loc.gov/ 2020033994
ISBN: 978- 0- 367- 90091- 5 (hbk)
ISBN: 978- 0- 367- 90092- 2 (pbk)
ISBN: 978- 1- 003- 02256- 5 (ebk)
Typeset in ITC Giovanni Std
by Newgen Publishing UK
Contents
List of illustrations ix
Perspectives on the sector x
About the author xii
Preface xiii
Chapter 1 – Customer experience in the technology sector 1
Learning outcomes 1
Company case 1: The GAFA – how the Big Four digital firms
are leveraging digital and data to enhance the customer
experience 1
Company case 2: How did Netflix create the new TV
experience? 31
Company case 3: An inside look at Uber’s customer
experience 40
Author’s perspective on experiential marketing: online video
“Introducing concepts & tools” 49
Chapter 2 – How consumer goods firms are leveraging the customer
experience 50
Learning outcomes 50
Company case 4: Coca-C ola and its new experience- led
marketing strategy 50
Company case 5: Nutella, the great delight experience 57
Company case 6: Milka, the art of the Swiss chocolate
experience 65
Author’s perspective on experiential marketing: online video
“Introducing concepts & tools” 79
Chapter 3 – The customer experience in the retail sector 80
Learning outcomes 80
Company case 7: How has Macy’s reinvented the shopping
experience? 80
Company case 8: Walmart’s top priority: focus on the
customer experience and digitized shopping 87
vi Contents
Company case 9: How is Ikea advancing the experience of its
customers? 92
Author’s perspective on experiential marketing: online video
“Introducing concepts & tools” 100
Chapter 4 – The customer experience in the food, tourism, and
leisure sector 101
Learning outcomes 101
Company case 10: Disneyland, the fairytale experience 101
Company case 11: Airbnb’s customer experience is
revolutionizing the hospitality industry 108
Company case 12: How is McDonald’s improving the customer’s
fast- food experience both online and offline? 113
Author’s perspective on experiential marketing: online video
“Introducing concepts & tools” 124
Chapter 5 – The customer experience in the luxury and fashion sector 125
Learning outcomes 125
Company case 13: How does Chanel create the ultimate luxury
experience? 125
Company case 14: Nike’s focus on digitized shopping as an
integral part of its customer experience 131
Company case 15: How is Estée Lauder advancing the beauty
experience? 143
Author’s perspective on experiential marketing: online video
“Introducing concepts & tools” 151
Chapter 6 – How B2B and consultancy firms are leveraging the
customer experience 152
Learning outcomes 152
Company case 16: General Electric and its new experience- led
strategy 153
Company case 17: Accenture, the great consultancy
experience 165
Company case 18: NASA, the art of the space experience 170
Author’s perspective on experiential marketing: online video
“Introducing concepts & tools” 176
Chapter 7 – The customer experience in the banking and
insurance sector 177
Learning outcomes 177
Company case 19: How is Geico improving the insurance
experience? 177
Company case 20: How is Wells Fargo transforming the
customer experience? 188
Company case 21: An inside look at Bank of America’s
customer experience 196
Author’s perspective on experiential marketing: online video
“Introducing concepts & tools” 205
Contents vii
Chapter 8 – The customer experience in the media and
communication sector 206
Learning outcomes 206
Company case 22: The New York Times, a new press
experience 206
Company case 23: CNN transforms the media experience 214
Company case 24: Net-a - Porter offering the new magazine
experience 221
Author’s perspective on experiential marketing: online video
“Introducing concepts & tools” 230
Chapter 9 – The customer experience in the transportation sector 231
Learning outcomes 231
Company case 25: Amtrak, a new rail train experience 231
Company case 26: How is American Airlines elevating the flight
experience? 237
Company case 27: Newark, the airport experience 244
Author’s perspective on experiential marketing: online video
“Introducing concepts & tools” 250
Chapter 10 – The customer experience in the healthcare sector 251
Learning outcomes 251
Company case 28: Pfizer, customer experience as
innovation 251
Company case 29: How Circle Medical Group of California is
bringing experience to the healthcare industry 260
Company case 30: Essilor, the sight experience 267
Author’s perspective on experiential marketing: online video
“Introducing concepts & tools” 275
Chapter 11 – The customer experience in the arts and culture sector 276
Learning outcomes 276
Company case 31: How the Museum of Modern Art defined its
customer experience to improve the visitor’s journey 276
Company case 32: How the Metropolitan Opera could attract
new audiences by improving its customer experience 283
Company case 33: An inside look at Broadway’s immersive
show experience 291
Author’s perspective on experiential marketing: online video
“Introducing concepts & tools” 303
Chapter 12 – The customer experience in the sports, events, and
entertainment sector 304
Learning outcomes 304
Company case 34: Cirque du Soleil, the ultimate entertainment
experience 304
Company case 35: How Red Bull’s sporting events are
transforming the event sector by focusing on the customer
experience 311
viii Contents
Company case 36: The Super Bowl offers the ultimate sports
experience 317
Author’s perspective on experiential marketing: online video
“Introducing concepts & tools” 328
Index 329
Illustrations
Figures
1.1 The marketing mix of Apple 10
1.2 The story of the evolution of Facebook 17
1.3 Facebook’s marketing mix 17
8.1 The media distribution channels 229
Table
1.1 Facebook’s competitors 16
