In today’s world, consumers are quite discriminating for the businesses where they choose to spent their disposable time and money. One increasingly important characteristic that differentiates one business from another is authenticity. This includes all types of location-based entertainment centers, including family entertainment centers (FEC) and bowling centers.
A recent survey of the U.S. consumers age 15+ by Iconculture shows the importance of this value. A strong majority agrees “being genuine and authentic is extremely important for me and for things and people in my life”. The value is ranked within the top 10 of 93 values by all generations, with Gen Xers being the most passionate about it as their fourth most endorsed value.
The following from Strategic Horizon’s website best describes the growing importance of authenticity to success:
“Fake. Contrived. Disingenuous. Phony. Inauthentic.
Do your customers use any of those words to describe what you sell or how you sell it? That is exactly how more and more consumers view what companies offer them. People increasingly see the world in terms of real and fake, and want to buy something real from someone genuine, not a fake from some phony...
“So why Authenticity—and why now?
Because of the shift to the Experience Economy, goods and services are no longer enough; what consumers want today are experiences—memorable events that engage them in an inherently personal way. As paid-for experiences proliferate, people now decide where and when to spend their money and their time—the currency of experiences—as much if not more than they deliberate on what and how to buy (the purview of goods and services). And in a world increasingly filled with deliberately and sensationally staged experiences—an increasingly unreal world—consumers choose to buy or not buy based on how real they perceive an offering to be. Business today, therefore, is all about being real. Original. Genuine. Sincere. Authentic.”
To learn more about authenticity in your business, we recommend reading the book Authenticity: What Consumers Really Want by Joe Pine and James Gilmore (partners in Strategic Horizons).
April 7-8, 2014
DEAL, Dubai, UAE
July 15-17, 2014
Mailing Address: White Hutchinson Leisure & Learning Group - 4036 Baltimore Avenue, Kansas City, MO 64111, USA
Telephone: +1.816.931-1040 | Fax: +1.816.756-5058 | Time Zone: CDT - Central / Chicago, GMT -6 hours
© 1999 - 2014, White Hutchinson Leisure & Learning Group.
The contents of this web site are protected by USA and international copyright law. Permission is granted to download and print single copies of any of the contents or articles for personal use. No other copies may be made. Educational institution s may obtain permission to make multiple copies for classroom use by e-mailing us with details. The contents of articles may be quoted provided credit is given to the "(author's name), White Hutchinson Leisure & Learning Group, Kansas City, MO, USA". All other rights for use or reproduction of the contents and articles are reserved.
Children's Discovery Play Center(sm), Children's Discovery Play Farm(sm), Adventure PlayGarden(sm) and Discovery Play Dining Room(sm) are service marks of White Hutchinson Leisure & Learning Group, Inc.
This page was last modified on July 29, 2012.