Marketplace Differentiation in the Experience Economy

To many shoppers, especially novice surfers, boards look essentially the same. It’s similar to walking into a big-box electronics retailer and seeing 35 televisions on the wall. They’re all pretty much black rectangles with moving pictures. 

Standing out in a homogenous marketplace can be challenging for brands, especially those selling relatively commoditized products. One way to stand out is through marketing. How you position the brand, frame your messaging, and reach the consumer with that message can generate demand. But, if we’re being honest, breakthrough marketing is hard. 

Another way to stand out is true differentiation. This is what disruptive and transcendent brands have mastered. It’s finding a way to be what your competitors are not. Whether it’s specific to your product or in the experience you provide, differentiation sets you apart (not to mention it also helps make the aforementioned marketing easier). 

Board brands searching for differentiation have a novel option recently introduced by WaveOn. An NFC chip embedded directly into a board effectively turns it into a digital device. Given that almost all smartphones are built with native NFC compatibility, it means the board and a smartphone can intuitively interact just by being near one another. 

Even more impressive are the benefits a brand gains from this differentiation. Now, the board can tell its own story. It can stand out from the others by providing a unique and rewarding consumer experience. The product itself can explain what elevates it, whether that’s eco-friendly manufacturing, a remarkable warranty, or a defining design characteristic. 

Differentiation extends even further into the consumer experience post-purchase. Registration can be handled by simply waving a smartphone near the NFC tag. Customers who register their boards this way protect their investment because it becomes easier to prove ownership and recover the board if it gets stolen or lost. Serious users can also benefit from exclusive experiences like care and maintenance data, surf conditions information, or session counters. 

Brands looking to stand out in a homogenized or competitive market should consider all the ways WaveOn can separate them from the rest.