Experience omnichannel marketing firsthand

As part of the Omnichannel Marketing course, students of the Marketing & Communication Management degree program at the University of Applied Sciences Kufstein Tirol visited the Swarovski Crystal Worlds in Wattens on 18.June 2025. They were accompanied by Prof. Mag. (FH) Philipp Gamper, Head of Marketing & Communications at Swarovski Crystal Worlds and course instructor. The aim of the excursion was to experience the marketing strategies covered in class firsthand and to reflect on them critically.

Prof. Gamper guided the students through the various areas of the Crystal Worlds and shared practical insights from his everyday professional life. The focus was primarily on customer experience and omnichannel marketing—key aspects that had already been covered in class.

BRAND PRESENTATION WITH ALL THE SENSES

The Swarovski Crystal Worlds are considered an example of a so-called Brand Land. A place where brands can be experienced. During a tour of 16 different chambers of wonder, it became clear how versatile a product can be presented.

Rooms such as the Silent Light snow chamber left a lasting impression, creating an unforgettable experience for visitors through small details such as the provision of shoe covers. The Wunderkammer The Art of Performance, which impressed visitors with original costumes from Hollywood, and the Crystal Dome also demonstrated how customer experiences are consciously designed.

Another highlight was a newly designed chamber of wonders, created in collaboration with an artist. It featured an installation made from 100 kilometers of red wool, symbolizing that all people are connected, regardless of their origin or nationality.

RETAIL REIMAGINED

The adjoining Kristallwelten shop demonstrated how omnichannel strategies can be implemented in retail. Here, shopping, art, and staging merge to create a holistic experience. Changing art stages, currently featuring Disney themes, create an atmosphere that goes beyond the mere product offering.

The extensive garden area with crystal clouds, Mirror Pond, alpine garden, and barrier-free access also offers space for relaxation and events, an important part of the overall customer experience concept.

MEMORABLE EXPERIENCES FOR YOUR DEGREE PROGRAM AND CAREER

The combination of theory and practice left a lasting impression on the students. The room installation with red wool in particular encouraged them to rethink networking and strategic brand management.

One student summed it up perfectly: “The installation showed that true networking goes far beyond channels; it affects people, experiences, and the way brands are perceived. This became tangible for us here because omnichannel marketing aims precisely at this networking of channels, touchpoints, and experiences, and we were able to experience this symbolically here.”

Links:

• Marketing & Communications Management | ft
• Crystal Worlds | Website