The Experience Economy is fundamentally about the idea of consumers paying for sensory experiences that generate memories. Those sensory experiences usually enable consumers to participate in something valuable and often lead to the purchase of mementos (products) to facilitate memory. So, how to you bring a Southern California Beach to consumers in Northern Europe.
Billabong decided to bring sensation into retail (fantastic) by streaming professionally curated music combined with locating scent dispensers around their stores in Europe. Those scent stations have a special scent called "board wax" and they release the scents as consumers pass them in close integration with the music. In this way, consumers are taken on a sensory experience to a Southern California beach. Of course candles, oils, and other scent products are available to remember the experience at home. Brilliant!