Article · January 1, 2024

Bookable Experiences - Chute Gerdeman

With extraneous spending being curbed and personal services postponed, bookable experiences could become a new level of access as we get back out in the world.

Bookable Experiences [vc_row padding_top_multiplier=”” padding_bottom_multiplier=””][vc_column][rev_slider slidertitle=”Bookable Experiences” alias=”bookable-experiences”][/vc_column][/vc_row][vc_row section_type=”fullwidth” padding_top_multiplier=”3x” section_id=”mobile connectivity”][vc_column width=”2/3″ css=”.vc_custom_1587123596751{padding-right: 30px !important;padding-left: 30px !important;}”][vc_column_text animation=”grve-fade-in-up”]As consumers, we largely understood the requirements to achieve these “perks” as well as the benefits that came with them. We knew we had to be aware of when and where a limited-edition sneaker might “drop” and that we had to have our place in line (be it physically or digitally) to get that hot new shoe. We understood that to get preferential treatment while flying, or when checking in to that hotel, or even while shopping our favorite retailers and brands, we had to earn that status by showing consistent loyalty and accruing the points that demonstrated it.

Or, in some cases, we understood that we could simply buy our way into that “access.” To be clear, “earned” status wasn’t always the driver behind these themes in every case. For more “every day” scenarios like booking a hair appointment or pedicure, there was a general understanding that there might be a wait time to get in, but that it wasn’t unreasonable in most cases and that you could generally access the experiences and services you needed without a tremendous amount of hassle. However, we’re quickly learning through the course of the current COVID-19 crisis that this was the world of yesterday.

The world of business as we understood it previously. These perks went over and above what we might consider “regular” service. With businesses shuttered across the country, extraneous spending being curbed in large part, and personal services being postponed and foregone due to stay-at-home orders, we believe “access” will take on a whole new meaning as we start to emerge from the crisis and gradually get back to business.[/vc_column_text][movedo_empty_space][movedo_single_image image=”29519″ image_full_column=”yes”][/vc_column][vc_column width=”1/3″ css=”.vc_custom_1587123609321{padding-right: 30px !important;padding-left: 30px !important;}”][movedo_single_image image_type=”image-link” image=”29515″ link=”url:http%3A%2F%2Fwww.chutegerdeman.com%2Fpreparing-for-next%2F|title:Preparing%20for%20Next||”][movedo_empty_space][/vc_column][/vc_row][vc_row section_type=”fullwidth” padding_top_multiplier=”2x” padding_bottom_multiplier=”4x” section_id=”mobile connectivity”][vc_column width=”2/3″ css=”.vc_custom_1587123697466{padding-right: 30px !important;padding-left: 30px !important;}”][vc_column_text animation=”grve-fade-in-up”]After months of sheltering-in-place, we anticipate a heightened demand by consumers for a wide variety of services, products, and experiences.

Of course, our desire for luxury goods won’t soon fade away but we may find a backlog for more every day products and services as businesses start to come back online. Who’ll be first in line for that hair appointment that feels overdue? Whose nails will look great in the first few weeks after we no longer have to social distance?

Who’s able to get in before the rush? Who’ll get through the doors at their favorite retailer or boutique to try on and swoop up the season’s newest looks? How many days will we have to wait for a great scoop of artisan ice-cream at our favorite shop b/c the line is out the door once they re-open?

Will we be able to walk in and get a table or a seat at the bar at our favorite local restaurant or book a much needed travel escape or will it simply be hard to gain access because we’re all thinking, and doing, the same thing at the same time? Will brands that we’ve come to trust be caught trying to keep up with the demand? In response to these questions we believe we’ll see two emerging trends begin to take shape and influence our return to retail once the crisis begins to soften and consumers make their way back to shopping, dining, pampering, and traveling.[/vc_column_text][movedo_empty_space height_multiplier=”2x”][movedo_title heading_tag=”h2″ heading=”h2″ increase_heading=”160″ animation=”grve-fade-in”]The A-List Approach to Access[/movedo_title][vc_column_text animation=”grve-fade-in-up”]As folks return to work and play, we’ll see a desire to get out of that “work-from-home” gear and to start expressing their style again.

As that happens, we believe there will be a set of customers who will want to procure the newest products before the masses or make absolute certain they get early access to the personal care services they’ve been putting off while making their way through lock-down. Take the concept of what Southwest Airlines offers to customers. They’ve long been a model for standard best-in-class travel options for their customers, but Southwest also offers those customers who don’t fly frequently the ability to easily pay-to-play and improve their travel experience with each individual trip.

Customers can pay $15 for EarlyBird status and be automatically checked-into their flights 12 hours before general boarding to get a better boarding position. Customers who are even more motivated can buy Business Select status for their flight and be guaranteed an A1-A15 boarding position and the ability to breeze through the security checkpoint quicker than the masses. Imagine these principles applied to customers booking their next cut and color, their next manicure, waxing, getting the latest look from their favorite boutique, or grabbing the newest gadget or latest mobile phone release.

Nike already does a great job of this with their Nike+ Member Benefits. Members can access products before they are widely available to the public through all of Nike’s digital channels, as well as gain access to a Shop that is for Members only. They also enjoy exclusive benefits and access to special events when they shop in Nike’s stores.

We suspect that customers would pay a premium, similar to the manner in which they do for Southwest Airlines benefits, if they knew they could jump to the front of the line when they are trying to get back in with their stylist or if they knew they could get into their favorite clothing boutique days before it’s reopened to the general public.[/vc_column_text][movedo_empty_space height_multiplier=”2x”][movedo_title increase_heading=”140″ animation=”grve-fade-in”]Thought starters that might spark a creative idea for your business:[/movedo_title][vc_column_text animation=”grve-fade-in-up”] Are there new offers or benefits that would give your shoppers premium access to your business? Up the membership opportunity for your offer and develop promotions and packages that deliver on shopper expectations and make them feel special. Develop a Soft Opening strategy for shoppers that are eager, and demanding, immediate access and offer up something uniquely special to the new experience.