- Tesla is opening a swimming pool at a Supercharger location in Germany so customers can swim while their cars charge.
- Stores like REI, Sur La Table, Costco and Home Depot design experiences around their products.
- Companies must avoid being seen simply as a commodity, and needs to think of itself as an experience company
Sitting in your car or sitting in the pool?
It’s a choice Tesla customers will have to make at a new Supercharger location in Germany. But Tesla’s swimming pool is more than just a fun summer attraction; it’s part of a larger movement towards designing compelling experiences around great products and growing the experience economy.
Tesla Unveils Swimming Pool At Supercharger
Charging your car just got a lot more fun. Tesla recently unveiled a swimming pool at a Supercharger location in Germany that customers can enjoy while their vehicles charge at lightning speeds. Other charging sites include an air-conditioned lounge with video games, a coffee shop and a Tesla merchandise store.
Experiences Matter As Much (Or More) Than Product
It’s no longer just about the product. It’s about creating an amazing experience around the product.
Successful brands stand out because they go above and beyond to not just sell products but make customers’ lives easier and better with great experiences. Captivating experiences show that brands understand their customers and want to go above and beyond to build a community around the product. Tesla doesn’t have to offer perks at its charging locations. But adding a swimming pool to cool down on hot days makes the experience more enjoyable for customers, which adds to their goodwill and loyalty towards the brand.
The Tesla customer experience doesn’t end when customers drive the car off the lot. The brand’s prestige includes access to exclusive locations, including a charger swimming pool. Providing unique experiences gets customers excited about the brand and furthers their connection and loyalty.
A Growing Experience Economy
Tesla isn’t alone in its push for incredible experiences. A growing number of companies are expanding beyond just selling items to build connective experiences for customers. Sur La Table offers a wide range of in-store cooking classes with professional chefs, and Home Depot runs hundreds of online and in-person DIY workshops to teach home improvement skills. REI has made huge investments to move from just being a store that sells outdoor gear to also organizing outdoor events and tours to give people a place to use their gear. In the last year, REI has increased its experience offerings by 60%. These stores realize the power of the experience economy to keep customers connected to the brand and add to their use and knowledge of the products. Customers no longer go into a store to buy something and walk out; they make a purchase and have a great experience to support that purchase.
Especially after having limited social interactions and new experiences during the pandemic, customers are eager to try new things, enjoy life and get out into the world. And they often want to spend more on experiences than things—especially if those experiences are connected to great products.
Product is still important, but modern customers want to expand their experience and have a place to use and enjoy that product.
Swimming pools, cooking classes and video game lounges—great brands know the power of compelling experiences to connect with customers and expand beyond just great products.
Blake Morgan was called “The Queen of Customer Experience” by Meta. She is a keynote speaker, bestselling author and futurist. Sign up for her weekly email here.