Commodity ou Experiência?

A propósito de "O seu café já baixou de preço?"
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Segundo o artigo, o consumo das bicas de café está a cair e, os culpados são as cápsulas e a crise.
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Segundo artigo, o consumo das bicas está a cair porque:

• as cápsulas levam ao consumo em casa (conveniência);
• as cápsulas e "vending machines" nas empresas levam ao consumo nas empresas (conveniência);
• as pessoas têm de poupar dinheiro 

Qual a reacção dos comerciantes? Reduzir o preço! Sabem o que acontece ao lucro quando se baixa o preço? Recordar o Evangelho do Valor!
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E a redução do preço vai ser convidativa para quem opta pela conveniência?
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Como é que a restauração trata o café? Não será como uma commodity?
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Para recuperar os que optam pela conveniência por que não tentam a carta da experiência? Por que não repensam o papel do seu estabelecimento na comunidade? Se uma loja anima sessões sobre bordados, por que é que um café não pode organizar torneios de sueca? Tertúlias sobre futebol ou poesia?


"workers become actors, intentionally creating specific effects for their customers. And it's the experiences they stage that create memorable-and lasting-impressions that ultimately create transformations within individuals.
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Experiences are the foundation for future economic growth.
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In fact, the idea of staging experiences to leave a memorable impression is now more relevant than ever. With an ongoing torrent of brands attacking customers from all sides, how do you make yours stand out?
Your brand is now a promise of an experience. Here are five approaches to leverage your brand experience:
Customization of a service can make it an experience. Anything digitized can be customized.
Gamification uses game thinking and game mechanics to enhance non-game contexts.
Subscriptions can stimulate "using" as an experience.
Admission Fees can force you to think what can be done differently.
Transformation is the result of customizing an experience.
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You are what you charge for! At the end of the day:
- If you charge for stuff, you are in the commodities business
- If you charge for tangible things, you are in the goods business
- If you charge for activities you execute, you are in the service business
- If you charge for the time customers spend with you, you are in the experiences business
- If you charge for the demonstrated outcome the customer achieves, then and only then you are in the transformations business
Try this exercise with your leadership team. Shift your team's perspective to experience and transformation for your customers. This frame shifting can produce a difference in what you charge for."

Trecho retirado de "The Experience Economy - You Are What You Charge"