Cafes that do well use their platforms to provide confidence in the experience customers can expect. Ultimately, Instagram has become a powerful marketing tool for businesses that is beneficial for creating a strong brand.
Servicescapes are the environment in which services are provided, where a customer interacts with the business. They are an important factor in customer experience as the service environment shapes customer perception of the experience itself. Cafes that create spaces that are visually exciting are likely to find themselves shared on Instagram amongst people searching for an experience that is unique. See @Superthing Bakery for inspiration!
Co-Creating Value with Customers
There now exists a service ecosystem in which customers and cafes exchange and co-create value for each other. When a customer has a positive experience and posts about their morning coffee, they not only receive the value of their coffee, but create value for the cafe in the form of free advertisement. These customers become unofficial ambassadors of the brand. This co-creation of value is how small cafes that offer something special go from a local secret to Instagram famous destinations.
Ensuring Experiences People Want to Share
Customers are searching for meaningful and memorable experiences in which they can share with their friends, family, and Instagram followers. The developing experience economy is apparent as more of us come to expect and place value on an experience paired with the products they purchase. To create “shareable” experiences, cafes must learn to marry product, service, and atmosphere in a meaningful way. Cafes that fail to create these experiences are finding it more difficult to succeed in an age in which social media is imperative to the success of businesses.
Recently our Newish team had the pleasure of taking part in our own cafe rebranding, working with our client Pueblo Brisbane to create an all-new website for the business, and assisting in social media strategy. To see our work in action, head to the revamped website here: http://pueblobrisbane.com/, or for your own memorable cafe experience, pop by their Manfield location yourself for a cup of coffee!