An effective way to improve customer experience, foster loyalty and increase demand is to provide added value through the augmented or expanded product .
What is the augmented or expanded product?
A product is a good or service offered by a company to facebook database satisfy a consumer's need. However, not all products are the same, since they do not satisfy the needs of the target audience in the same way. That is why we refer to three levels: basic, real and augmented product.
Commodity. An essential product or service, of a generic nature, that focuses on satisfying a specific consumer need. Simple bulk fresh potatoes can be considered a commodity.
Real product. This product or service includes certain distinguishing features that make a customer prefer one brand over another. This could be size, packaging design, presentation, or distinctive features such as taste or smell. Potato chips in a bag are an example of a real product since they are differentiated from each other by their presentation and flavors.
Augmented product. The augmented product includes a series of additional services, functions or features that add value. The brand does not simply satisfy a need, but incorporates something beyond what consumers expect in order to differentiate itself from the competition. Pringles, for example, allowed customers who bought two packs to download a high-definition movie through Google Play.
The interesting thing about augmented products is that often there is no need to change the product itself, because the goal is to increase its value in the eyes of the consumer . Augmented products do not usually include changes to their core functions, but instead incorporate other attributes, such as an extension of the warranty in the case of electronic products, after-sales service for household appliances, or a gift subscription with the purchase of the product.
Augmented Product Benefits
Distinguishing from the competition . With augmented products, a brand can distinguish itself from its competitors and gain market share by offering added value to consumers, so that they prefer to purchase its products or services. For example, a customer is more likely to repeat a purchase at a furniture store that offers free transport and assembly than at one that does not offer these services.
Improve customer experience. Extended products are perfect for improving the customer experience by adding features or services they weren't expecting. Handing out free samples at a beauty salon can improve the customer experience. And when customers are satisfied, they are more likely to recommend that product or service to others.
Strengthen brand image . A company that offers augmented products will have more value in the eyes of customers, making it easier to gain their trust and loyalty. For example, consumers will prefer to buy from a store that has a good return policy because they know they can return defective products without any problems.
Increase sales. As a general rule, the more features that are added to a product, the easier it will be to sell and the more demand for it will increase because when the consumer compares it with the competition's products, he or she will perceive that it is superior. For this reason, the increased services or products are usually in greater demand, which increases the company's sales and profits.
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