I took a trip down memory lane recently. I remembered Xs (read ‘exes’) whose only flexes were that they were tall; a guitarist (living with his parents); and a doctor (who loved his poetry).
I may have forgotten, but my therapist has not. This is not a story of my exes, although I would love to get into that too. It would make for a stellar TV show.
Today, however, is about the Xs that we as marketeers toy with daily. Some we forget, some we hold dear, some we have lasting trauma from. I’m no therapist but I am here, wanting to talk to you about embracing these various Xs – or – experiences.
Successful brands understand that experience isn’t siloed; it’s a cohesive ecosystem where user experience (UX), customer experience (CX), digital experience (DX), retail experience (RX) converge to form the overall brand experience (BX).
Having worked in an international market for over a decade, I found that blending these components into a unified brand experience is still an evolving concept here. In my experience, this can affect how brands truly connect with their audiences and if not done correctly, risks missing out on the full potential of a seamless brand journey.
Across these acronyms is the X. And The X stands for the experience. The biggest mistake as marketeers that we make is marketing to ourselves. And this is where we forget about the Xs, the experience for the consumer.
Let’s start the with UX
In today’s dynamic landscape, customer expectations are more nuanced than ever. At the heart of this ecosystem is user experience (UX), often the first touchpoint that users have with a product, particularly through digital interfaces. UX is more than aesthetics; it’s about:
- Crafting an experience that feels natural
- Minimising friction
- Helping users accomplish their goals.
For instance, e-commerce giants like Amazon prioritize UX through features such as one-click purchasing and personalised recommendations. This practice streamlines interactions and keeps customers returning, highlighting how a well-designed UX can create positive first impressions and draw users into a deeper relationship with the brand.
What about customer experience (CX)?
Expanding beyond UX, customer experience (CX) encompasses the entire journey that customers undertake across all brand channels. It includes not only product interactions but also the quality of support, response times, and overall satisfaction.
Apple is a perfect example of a brand that has mastered CX. Whether a customer visits the Apple website, contacts customer support, or steps into an Apple Store, the experience feels consistent and seamless. In the GCC, where expectations may vary widely from one region to another, delivering a robust CX requires tailoring communication and support to meet these local expectations.
Next up digital experience (DX)
While UX and CX serve as foundational pillars, Digital Experience (DX) ensures a cohesive digital journey, connecting various touchpoints such as apps, websites, and social media. Consider Netflix’s approach: from personalised recommendations to seamless onboarding, each aspect of the digital journey feels crafted for each viewer.
This cohesive digital approach is particularly relevant in markets like the GCC, where mobile-first strategies are essential to engaging tech-savvy audiences. I want to take a minute to dwell on this a little more. All of us are guilty of pressing that skip button when an ad pops up while on YouTube.
In fact, marketing is one of the professions ranked highest amongst those who pay for ad blockers. How about changing the narrative? How about creating ads that compel engagement? That you won’t skip yourself. With the advent of AI and immersive tech, we are in an age where you can gamify the ad experience.
Evolving media from simple ads with CTAs, we can now create ads that excite the user. Brands today use immersive ads, where users can play a game, try on a product in real-time, place a product in their space – all within the ad experience. And if I told you that your brief is to create the brand experience on an ad itself, wouldn’t you think about it differently?
Now let’s move our attention to physical retail (RX).
For many brands, physical retail remains crucial, even in an increasingly digital world. Retail Experience (RX) ensures that the brand experience resonates in-store as it does online. Nike exemplifies RX by transforming its stores into brand hubs where customers can interact with products, customise designs, and experience the brand ethos firsthand. RX also takes local cultural preferences into account; in the UAE, for example, luxury brands tailor their stores to create exclusive, premium experiences that resonate with local expectations and desires.
How it all culminates into a Brand Experience (BX).
Ultimately, all these Xs (experiences) contribute to Brand Experience (BX), the unifying force that reflects the collective impact of UX, CX, DX, and RX.
BX embodies a brand’s personality and values across digital and physical domains, creating a cohesive story that fosters emotional connections. Integrating these components holistically builds a cohesive brand ecosystem that meets customers wherever they are. Brands that align these experiences see the benefits in loyalty, trust, and deeper emotional engagement.
In a world where brand loyalty is often fleeting, a seamless experience ecosystem is not just a competitive advantage — it’s essential for brands aiming to build lasting relationships. The full potential of a brand experience is only unlocked when each component of the ecosystem is integrated into a unified strategy.
By Anam Malik, Head – Strategy and CX, Team Red Dot
