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Cheap Prices Are Not Enough – The Experience Now Determines Who Wins the Customer
Published: June 9, 2025, 10:35
John Lindén, Nordic Product Manager for Signage.
Companies that want to win customers can no longer rely on low prices and sharp campaigns.
Now, the experience is what matters – from the first impression to the last interaction.
John Lindén, Nordic Product Manager for Signage, explains how the right digital solutions can become a brand’s greatest weapon.
The shop window is flashing, the campaigns are spinning, but customers hurry past. Low prices and quick slogans are not always enough to make them stop.
To truly capture attention, something more is needed: a feeling that lingers.
According to John Lindén, it’s all about understanding what really determines the meeting between brand and person.
“Customers expect a seamless, personalized, and engaging experience, just as they are used to from their digital encounters,” he says.
Today’s buyers are raised in the digital world. They expect the same convenience and customization in the store as they are used to from their mobile phones. Those who fail to meet the requirements quickly lose both interest and business.
“The challenge is to connect online and offline without the customer feeling any gaps. It sounds obvious but is extremely difficult to achieve in practice,” says John Lindén.
Relevant and Dynamic
He emphasizes that technology must blend into the environment to enhance the customer experience, but also how many still think too narrowly.
“It must be relevant and dynamic. Use storytelling and adapt the messages to different target groups and contexts,” says John Lindén.
Solutions are already used by large retail chains that want to create modern and vibrant environments. LED walls in entrances, digital wayfinding solutions, and interactive screens in stores contribute to a seamless and engaging journey from the first step in to the decision at the checkout.
But technology is only part of it; to succeed, the content must also be adapted smartly and vividly to each environment and target group.
“It’s about creating an experience that feels relevant and engaging for the person who encounters it,” says John Lindén.
He sees how important environmental adaptation is to create an effective customer experience.
“We place great emphasis on the technology being seamlessly integrated into the environment and enhancing the experience,” says John Lindén.
“On the Way to Hyper-Personalization”
AI and smart sensors open new opportunities for the physical customer experience. Today, screens can register movement patterns and adapt the content to customer flows, time of day, or weather conditions – without being intrusive or infringing on privacy.
“The goal is for the technology to create a more responsive and adapted environment,” says John Lindén.
According to him, we will soon see stores and public environments that adapt individually, in real-time, to each individual customer.
“We are on the way to hyper-personalization, where technology can adapt the experience in real-time based on individual behaviors and preferences.”
John Lindén’s Five Tips for Enhancing the Customer Experience
- Map the customer journey. Identify where technology can create the greatest added value and eliminate unnecessary friction.
- Invest in storytelling. Create dynamic and engaging content that is adapted to the target group and context.
- Integrate the channels. Let the physical and digital customer journey merge into a unified experience.
- Personalize smartly. Use data to deliver relevant content and tailored offers without being intrusive.
- Measure and develop. Follow up on the effect of your investments, gather feedback, and adjust continuously to optimize the customer experience.
This article was produced in collaboration with a partner and is not an independent editorial piece.
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