The ultimate pre-experience?
Posted: Thu May 29, 2025 5:15 am
With the democratization of the internet (for example in the form of social media ), we see that this type of behavior increasingly influences the (pre)production process. Sites like Kickstarter inspire consumers by offering them, in addition to a pre-registration for a product, influence on the development process. The feeling of being a shareholder creates that desired long-term relationship. Even more interesting: Presumers are only too happy to share their status derived from this on Facebook and Twitter, resulting in optimal viral distribution.
For the presumer, it is all about pre-experience: the fun that comes before you actually own a product. This list to data does not only apply to the Audis, Nintendos, Diors, Apples and Louis Vuittons of the world. Any organisation that truly believes in its brand can focus on creating pre-experience for its customers. Why should I have to wait until the physical DVD is in my mailbox? Why can't I get access to downloadable extras right away?
Trendwatching created the extensive infographic below about presumers.
Infographic Pregnancy
Trigger the customer to enter into dialogue
In any case, give your customer something to talk about. So instead of a boring order confirmation, send a personalized e-mail with triggers to start the dialogue. Let your customer tell you how much fun it was to order that dress, vacation or book and how much he or she is looking forward to the package. By hooking up presumers, as Megagadgets and Threadless cleverly do, you as an organization also gain insight into what will or will not be successful before you decide to include a product in your collection.
For the presumer, it is all about pre-experience: the fun that comes before you actually own a product. This list to data does not only apply to the Audis, Nintendos, Diors, Apples and Louis Vuittons of the world. Any organisation that truly believes in its brand can focus on creating pre-experience for its customers. Why should I have to wait until the physical DVD is in my mailbox? Why can't I get access to downloadable extras right away?
Trendwatching created the extensive infographic below about presumers.
Infographic Pregnancy
Trigger the customer to enter into dialogue
In any case, give your customer something to talk about. So instead of a boring order confirmation, send a personalized e-mail with triggers to start the dialogue. Let your customer tell you how much fun it was to order that dress, vacation or book and how much he or she is looking forward to the package. By hooking up presumers, as Megagadgets and Threadless cleverly do, you as an organization also gain insight into what will or will not be successful before you decide to include a product in your collection.