how an augmented product works
to marketing professionals every product comes in at least three versions the core the actual and the augmented the core product is not a physical object it is the product s benefit to the consumer for example a lipstick will make its buyer attractive a pair of sneakers will make her healthier a new phone will help you communicate more efficiently the actual product is the item for sale including the unique branding design and packaging that is attached to it the actual product and its features must deliver on the core product expectations that consumers want from the product a car for example should function seamlessly with all of its features to deliver the core product and create customer value the augmented product adds on features and services that distinguish it from similar products offered by the competition the add ons don t change the actual product and may have a minimal impact on the cost of producing the product however an augmented product may have a perceived value that gives the consumer a reason to buy it the added value may also allow the seller to command a premium price augmentation doesn t change the product being sold however augmentation adds value to the experience for the consumer and can lead to brand loyalty examples of augmented productsit s no secret that companies that can effectively create augmented products create a positive buying experience and have the best chance of developing a loyal base of repeat customers apple inc aapl launched its video and tv streaming service in 2019 to boost awareness of the new product and increase sagging iphone sales the company created an add on or augmentation for anyone purchasing a device as stated below from the company s website a discount coupon for a future purchase is a product augmentation as is an offer of a refund if the customer is dissatisfied a free recipe book offered with the purchase of a kitchen appliance such as a crockpot creates an augmented product more expensive purchases often come with enhanced augmentation in store financing for furniture purchases a free trial or free delivery all augment the product being offered a cable company competing for new business might offer a more convenient home installation schedule to attract customers good customer service and store ambiance are augmentations that brick and mortar retailers add to their entire range of products a generous return policy and in store demonstrations are others a retail store that sells cooking supplies might offer free cooking classes with each purchase apple for example offers teaching and guidance for how to use their products through their retail locations an engaging website to help customers learn about a product or service as well as an online support team are product augmentations in considering almost any purchase consumers have a wealth of options an augmented product has been made to stand out from other products or the same product offered by other sellers 