Daring, visionary retailers that lead the pack in customer management today focus on creating spectacular customer experiences. One of these is Cabela’s, an outdoor lover’s paradise that transforms store interiors into virtual theme parks for customers. That’s a huge differentiator – like stepping into another world.

The term “experiential marketing” was coined by Bernd Schmitt, who wrote in his book of the same name: “The degree to which a company is able to deliver a desirable customer experience – and to use information technology, brands, and integrated communications and entertainment to do so – will largely determine its success in the global marketplace of the new millennium.”

He was right, and I focus on Cabela’s because they are doing exactly this. They are getting lots of attention from retail news media because they are so successful. Well, okay I admit they fascinate me also because their managers are informed by a Teradata intelligence engine running SAS. You can and should read all about Cabela’s here.

Cabela’s is also great at personalizing customer experiences. Years ago a book called The Experience Economy contained a smart chart which I have adapted here. It shows the value of a customer experience rising in value as it becomes more personal and differentiated. The book refers to customers not as buyers of goods and services, but as “buyers of experiences.” Good point. Cabela’s has put all of this into practice.

Hey! Someone forgot to tell Cabela’s there is an economic downturn. Their customers forget it too, the minute they walk in. That’s the kind of retail experience you get when you bring together database-driven intelligence with unlimited imagination.