At the end of the day the human is a social animal, seeking connections and experiences, not products. This is why we love social networking sites, spending an average of five hours plus per week using them (Ipsos Reid). We browse friends, we compare lives, we post comments and we await responses.

It is these connections and experiences that a product create that consumers buy into. Today, when companies develop new products or pitch old ones they know to focus on selling the benefits (e.g. feel more energetic) not the features (e.g. with added caffeine). It is more meaningful to the consumer.

So, once a product’s benefits have been established, is there any more value left to offer the consumer? Of course, now, allow them to connect instantly with friends and family to share their experience directly by:

• Creating a social sharing network. Similar to PepsiCo, who is releasing a social vending machine this year, which allows users to buy a drink and gift one to someone else. “By entering the recipient’s name, mobile number and a personalized text message, the machine generates a code and instructions on how to redeem the beverage at another social vending machine. There’s also the option of personalizing the gift with a short video recording at the machine itself. PepsiCo says users can even buy a drink for a complete stranger, calling it ‘Random Acts of Refreshment’.” (CNN) By establishing a social sharing network, otherwise independent consumers are linked by their product experiences together.

It is a technological twist on a traditional method of giving, akin to sending flowers to a loved one, but is capable of being more hands-on, immediate and, possibly, even more personal (although, admittedly, a little less sentimental).