If you remember this phrase from the era of VHS movies- you were definitely a Blockbuster Video customer. During its heyday in the 90’s and early 2000’s, this retailer operated over 9,000 stores, and had about 60 million registered customers worldwide.
Blockbuster customers did not passively and instantly stream their viewing like today. Members signed up in-store, returned regularly, and browsed their local store for film choices. It was often part of a Friday-night ritual- trying to decide on the movie (and snacks), and sharing the “event” with friends or family. Late fees, empty shelves, and yes- rewinding the tapes as a courtesy to the next viewer were all part of the shared experience too.
Nostalgic memories of getting VHS and DVD movies from Blockbuster are really about a slower, more social way to enjoy entertainment. Today’s digital entertainment experiences are faster, more convenient, with vast choices. But what customers have gained in ease, they’ve lost in shared experience, human interaction, and emotions or anticipation.
Marketers today don’t have to recreate Blockbuster Video or bring back VHS tapes. But brands are rediscovering what Blockbuster once understood, that customer experience is as important as convenience and transaction. Starbucks’ CEO Brian Niccol is currently working to bring this back (https://about.starbucks.com/stories/2025/how-back-to-starbucks-is-reshaping-every-aspect-of-the-coffeehouse-experience/ ), restoring a sense of connection and atmosphere. His revitalization is even reaching his employees with new performance tactics such as popular weekly pay cycles for them (https://www.inc.com/amaya-nichole/starbucks-weekly-pay-life-changing-update/91326372).
If customer experience didn’t matter, there wouldn’t still be a remaining Blockbuster in Bend, OR (https://bendblockbuster.com/). Since 2019, this last remaining Blockbuster store is a tourist destination and nostalgia experience. It draws customers from around the world- not just because of what it rents, but because of how it feels. People do not suddenly overwhelmingly prefer DVD’s to streaming, although they still do rent movies there. But people are loyal to the feeling of stepping back in time, to the human interaction, and the emotional connection.
Marketers may call it brand experience (BX), emotional branding, relationship marketing, or experiential marketing– but it’s a shared human experience that fosters customer loyalty. Customer convenience wins clicks, but human moments bring a brand to life.
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Posted on my LinkedIn 4-7-26
Photo by Harrison Haines
