BENEFITS OF EXPERIENCE CENTRES FOR B2B BUSINESSES

 

Everybody's talking about customer experience centres (CEC) as an effective way to connect with customers, build brand loyalty and ultimately increase sales.

But what exactly is a CEC?

A CEC is an interactive space designed to attract potential customers by giving them a chance to undertake an immersive brand experience. Of course, businesses can showcase their products and services at the CEC but more than that, CECs offer a dynamic, dedicated, customer-centric space where customers can enjoy a personalised journey as they delve deeper into the brand and its business.

Difference between B2B and B2C experience centres

Experience centres that drive customer engagement and education as well as build brand loyalty, are an indispensable tool in modern marketing.

Experience centres are usually designed keeping in mind the varied needs of the customers and how the product would fit into the same. B2C experience centre is more straightforward as the direct consumer/user of the product is the main target audience.

B2B experience centres are more complex as other businesses and the clients of other businesses are to be taken into consideration.

B2C customer experience centres give the visitors an experience of the product itself while B2B customer experience centres give the visitors an experience of the brand identity, philosophy and services.

A case for experience centres

As the world becomes increasingly digitised, customer expectations of what brands should deliver keeps changing. Customers look for highly personalised experiences. To be competitive, businesses need to create and deliver a unique brand experience that speaks to the sensory, cognitive and emotional.

This is possible in an experience centre where businesses can create personalised, multi-dimensional experiences for a positive response. By offering an interactive space designed around tailored experiences complemented with personalised conversations, potential customers are more likely to understand your brand, values and offerings. Better still, they will feel that your business understands and cares about their needs. This can go a long way in not merely converting a prospect into a buyer, but also in building long-term brand loyalty.

CECs enable businesses to

- Build brand reputation

- Showcase legacy and achievements

- Offer customised product demonstrations

- Demonstrate problem-solving capabilities

- Address complex purchasing decisions

How Interics IN-SPACES can help

IN-SPACES is a part of Interics Designs, a multi-disciplinary creative design agency in India with proven expertise in Brand Strategy, Brand Image Building, Graphic Design and Environment Branding. IN-SPACES has proven expertise and considerable experience in office branding, brand experience centers, technology/experience centers and other space design.

When working on CECs, Interics IN-SPACES believes in planning every detail in advance, to create a winning experience. Some essential design aspects we consider:

- Reflect the brand and values: tell the story of the company, reflect what makes the company different - in a way that connects with the customer

- Make it all about the customer: define different audiences and their needs, motivations and journey; provide a uniquely personalised experience

- Plan the customer journey meticulously: storyboard to identify every stage and give it a seamless flow; make it feel authentic and welcoming; map key touchpoints to blend the physical space with interaction

- Use multimedia content: digital installations, graphic design, tactile installations, sensory installations - use whatever it takes to create and augment the experience

- Choose the right technology: harness the power and interactivity of immersive digital technologies such as virtual and augmented reality; don't make it gimmicky or complex; ensure it supports and improves the customer experience and fits seamlessly into the CEC journey

- Keep the future in mind: design it so it can be easily updated and adapted, where content can be regularly reviewed. Future-proof the project

- Bring the company's employees on the same page: ensure employees are well-trained and equipped to work in the CEC and respond to customer needs

Conclusion

Planning an experience centre for your business? Contact Interics IN-SPACES. With a blend of strategic planning, graphic design, interactive design, informative design and 3D design, we create a unique package that tells a story, extends and elevates the brand experience, and creates a ‘wow’ factor that is distinct, impressive and immersive.

THE IMPORTANCE OF OFFICE BRANDING

 

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Before we come to the importance of office branding, let’s discuss what is office branding. Office branding is all about shaping the dynamics, decor and infrastructure of an office so that it reflects the theme, values, culture and brand of the company.

Studies show an office space that intrinsically reflects a company’s culture, values and brand fosters a more engaged, productive and satisfied workforce. For visitors, corporate office branding delivers consistency of brand and improves how they perceive the brand.

Environmental branding of workplaces is much more than some colour on the walls or logos splashed everywhere. Effective workplace branding involves strategic thinking, meticulous planning and creative designing, taking into consideration every aspect that can create brand experience, uplift mood and influence productivity.

Here are some ways in which office branding impacts a company:

Creates sense of community

A branded workspace is a daily reminder that everyone there is working to achieve a common goal. A brand that’s easily seen and understood creates a sense of community. Being a part of a company that’s impressively presented instills a sense of pride and ownership. By integrating brand ‘DNA’ into the office, by using visually aesthetic design, you create a workplace that’s conducive to creativity, motivation, pride and therefore, productivity.

A branded workspace enhances employee understanding and adoption of business objectives and company values, as well as improves employee wellbeing and retention.

Attracts & impresses clients

Imagine you’re a prospective client, walking into a company’s office. And you see the company’s culture, values and brand story creatively displayed. You see the latest design trends at work, creating a dramatic first impression. The spatial branding is bound to have a positive impact, inviting you to do business with the company.

Effective office branding informs visitors about your business and your brand. A bespoke office environment helps build confidence in your brand and your capabilities.

Boosts creativity

Make your workplace comfortable and aesthetically pleasing; make the environment contemporary and vibrant – and you create a lively, liberating space where employees feel energised, engaged and motivated to innovative thinking.

A branded workplace connects employees to their purpose by reminding them of the organization’s values and their role in that journey. When employees feel valued and inspired, they do their best work.

Builds differentiation

Setting yourself apart, making your brand stand out are becoming increasingly difficult in the modern world. If your company has a standard, pleasant but ordinary office environment, you’re missing out on a special opportunity to create differentiation. And you’re wasting a chance to make your best first impression.

Whether for new clients or potential employees, your office is an introduction to your brand and core values. It defines your brand personality and sets you apart.

Conclusion

Just think. A typical employee spends more waking hours in office than anywhere else. Why not make the most of this opportunity and make sure that every person who works at your office lives and breathes the brand? Your brand, core values and mission are at the heart of your organisation. Office environment design helps you put them at the heart of your office too. With spatial branding, you can extend and blend the brand’s personality across your premises, from the car park to the cafeteria, the reception area to meeting rooms.

Consult SEED (Smart Exhibition & Environmental Display). SEED is a part of Interics Designs, a multi-disciplinary creative design agency in India with proven expertise in Brand Strategy, Brand Image Building, Graphic Design and Environment Branding.

Established in 1988, SEED has proven expertise and considerable experience in office branding, brand experience centers, tech centers and other space design. With environmentalgraphic design, we execute projects to transform office buildings into physical manifestation of your brand so when employees and visitors enter, they actually ‘step into’ your brand. Using a blend of graphic design, interactive design, informative design and 3D design, the complete package tells a story, extends and elevates the brand experience, creates a ‘wow’ factor that is impressive and inviting.

Check out INSPACE’s impressive portfolio on www. smartexhibitiondesign.com