FROM THE PRODUCT TO THE EXPERIENCES - THE KEY TO CREATING EMOTIONAL CONNECTION AND EMPATHY

With the development of the experience economy, consumers are increasingly looking for not just products or services, but holistic and memorable experiences that create an emotional connection and a sense of belonging. This article examines how businesses can move from an orientation towards a product and its features to experiences that provoke the senses, stimulate emotions and build long-lasting relationships with customers. The main emphasis is on the role of experiential marketing, emotional design and storytelling as tools for creating value beyond the functional. Key strategies and examples are presented on how innovative approaches to experiences can increase loyalty, strengthen engagement and encourage customers to become brand ambassadors. The article combines theoretical concepts and empirical data to derive practical guidelines for businesses that want to build sustainable competitive advantages through strong emotional connections with consumers.