Customer’s PIE for experiencescape design

Since the evolution of the experience economy, businesses in all sectors have attempted to progress their offerings toward staging memorable experiences, enhancing the offerings’ value and sustaining competitiveness. Although scholars have paid greater attention to experiencescape research, a few attempted to conceptualise it, and the others were mostly context- or case-based research in particular fields. There has been scarce research for a non-context-based memorable experiencescape design framework that would benefit businesses at large. Designing memorable experiences is challenging and actually must be aligned with an internal procedure that, according to neuroscience, customers employ to take ownership of the proposed experiences. Therefore, this paper presents a non-context-based experiencescape design framework (Customer’s PIE) in which customer information associated with brain function – customer perception channels (P), customer involvement capability (I), and memorable experience (E) – has been integrated. The results from a case study in designing learning experiencescape illustrate that the framework successfully scaffolds memorable learning experiences in customers’ minds, evidenced by customers’ reflections and positive feedback.