#508 in the Project is taken from a post by Colin Shaw of Beyond Philosophy:
“Sometimes, the best ideas are the simplest ones.
Inside Singapore’s Changi Airport there is a four-story slide. What on earth is a slide doing in an airport? Simple – it’s putting a bit of fun back into the customer experience. Spend 30SGD within the airport, and in return you get two slide tokens. This is a great way of rewarding customers who would most likely be shopping within the airport anyway, and thus turning an automated and boring time spent waiting around, into a surprising, rewarding and entertaining experience.
Isn’t this a bit exclusive I hear you ask? What if you don’t want to pay for that over-priced cup of coffee? Well, there’s the smaller but free one-and-a-half storey slide for the more frugal airport customers.”
Marketing Takeaway – Give customers a reason to purchase by adding a little something extra. Making that ‘added value’ fun is a bonus. Here is a 2 minute look at the Changi Airport slide:
Today’s Lagniappe (a little something extra for good measure) – Here is Colin talking about the DNA of Customer Experience:
Lagniappe defined: A marketing lagniappe, i.e. purple goldfish, is any time a business goes above and beyond to provide a ‘little something extra’. It’s that unexpected surprise that’s thrown in for good measure.
How do you stand out in the sea of sameness? How do you win repeat customers and influence word of mouth? What’s Your Purple Goldfish?
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