— “Immersive Experiences” and the Re-evaluation of Real Spaces — Even as the virtual world continues to expand, people continue to seek experiences in real-world settings. Philip Kotler, a master of marketing, states in Marketing 6.0 that Generation Z strongly desires “Immersive experiences.” This means not just online interactions, but experiences where all five senses can be fully utilized. Experiences accompanied not only by sight but also by hearing, touch, smell, and taste lead to “memorable marketing” that cannot be obtained digitally alone. 📱👂👀👃👅
Evolution Seen in the Retail Industry Take the retail industry, for example. The convenience of e-commerce sites improves year by year, creating a world where products can be purchased with a single click. However, the role of physical stores will not disappear. Rather, real stores are evolving as “places that provide special experiences.” A prime example is the Apple Store. iPhones and MacBooks can be purchased online, but by visiting a store, you can actually touch the products, check their operability, and resolve questions while conversing with the staff. Furthermore, free sessions called “Today at Apple” provide a place to learn how to take photos and edit videos, transforming the store into a “place for learning and interaction.” In this way, physical stores are not merely sales hubs but excellent examples of IRL marketing where you can experience the brand’s philosophy.
The Role of the “Third Place” Furthermore, an ideal IRL space also plays the role of a “Third Place.” This is a concept advocated by sociologist Ray Oldenburg, referring to spaces where people can easily gather and interact, following the home (First Place) and the workplace (Second Place).
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Cafes (e.g., Starbucks ☕)
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Bookstores (e.g., Tsutaya Books 📚)
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Gyms and Yoga Studios 💪
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Parks and Plazas 🌳
These are all places that generate social connections. In fact, Starbucks defines itself not as a “company that sells coffee” but as a “company that provides a third place.” The fact that they have deployed over 36,000 stores worldwide as of 2023 is proof that this philosophy is accepted by people.
IRL Shines Precisely Because It’s the URL Era Precisely because acquiring information through URLs has become so easy, the value of real spaces is being re-evaluated. Ultimately, humans are creatures who are not satisfied just looking at screens; we seek real contact, conversation, and chance encounters. The URL is the entrance, and the IRL is the stage that moves the heart. Designing both digital and real will undoubtedly become one of the biggest themes in future marketing. 😊 (To be continued) 👉
From the Marketing Seed Series: How about this article too? →Can Designers Really Do It All? (Part 3) ~Seeds of Marketing 48 Related Article: Philip Kotler: “The Father of Modern Marketing”