This piece from Brandweek makes an excellent point about the staffing of experience environments. With so many companies looking to create better experiences, it’s amazing how few of them are putting focus on their staffing needs.
Microsoft, Sony, Gateway, palmOne, Nokia, Dell and Intel are hitting the malls this season to capitalize on the latest trend: the kiosk. Proponents say it's a way of getting products into consumers' hands and to reach more women. But the risk is that an inept sales rep can queer the brand experience.
Intel is a big convert. "It gives users a depth of experience that print, billboard, TV and online can't," said Michael Hoefflinger, Intel's worldwide director of co-marketing. Intel and Microsoft are setting up 38 "Experience Zones" this season. Intel also has co-branded kiosks with Sony and Gateway.
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