Why Brands Should infuse Serendipity into their Marketing
Imagine this: you’ve just finished a routine grocery store run. As you get ready to leave, someone from Red Bull surprises you with a bag of exclusive merchandise, a case of Red Bull to fuel your day, and an incredible announcement—you’ve won a grand prize trip to the next Formula 1 Grand Prix, with the once-in-a-lifetime opportunity to meet Max Verstappen. Your day has just gone from ordinary to extraordinary in a matter of moments.
What you’ve just experienced is called serendipity, a concept in marketing psychology that entails enjoyable, unpredictable, and inexplicable encounters. This last element is the biggest challenge: The essence of serendipity marketing is about omitting the “why” behind the product encounter.
How serendipity can be strategically employed in marketing to build strong consumer relationships and lasting brand loyalty? Let’s explore the unique benefits that arise from implementing serendipitous moments, showcasing how brands across industries can use this powerful tool to stand out in an increasingly competitive environment
How Serendipity is Used in Marketing
A method in which serendipity is implemented in marketing is through curated surprises, and this is done by various consumer domains like online subscription services, movies, music, etc. Serendipity in this case is created through the encounters that are left to chance, and that feel positive.
One example here is how subscription services send customers mystery boxes, and the surprise element that entails this is what causes the excitement in the minds of consumers leading to a more engaging and enjoyable experience. According to The American Marketing Agency, these experiences are what strengthen customer loyalty and satisfaction
An additional method pertains to randomized recommendations, and in the process, users are introduced to new products that differ from their usual behavior. Netflix is an example of a company that utilizes this through its shuffle feature and research has proven that the method has bettered the user experience by finding a balance between guidance and exploration.
Unpredictable experiences are also an indicator of marketing incorporating serendipity. Research into serendipity has found, for example, that chocolate was enjoyed more when it was offered in a bank lobby, compared to a candy store, further cementing how incorporating surprise and context can enhance the perceived value of a product or service.
Why Serendipity Benefits The Customer Experience
When used correctly, serendipity can truly touch emotions at their core, creating experiences that stand out in the hearts and minds of consumers. According to a report by The American Marketing Association, brands that use serendipity through personalized marketing, like offering surprise discounts or product recommendations, create a sense of trust, foster deeper engagement, and allow repeat interactions.
You may also think to yourself that the same types of products are available everywhere, whether it be pens, clothes, phones, or anything that can be mass-produced. What does serendipity have to do with any of this, and how does it factor into your purchasing decisions?
Serendipity creates an opportunity for differentiation in a place where everything may look the same or blend in by allowing brands to offer unique experiences. Not only this, this leads to an organic method of promotion through word of mouth and is more likely to be shared by customers who are able to encounter things like giveaways, discounts, raffles, etc, and will share with others in their circles, allowing a brand to reach a larger audience. This serves relevance since modern times are an age where digital outlets reign supreme and serendipitous experiences act as an outlier by leading to viral marketing efforts, giving brands both the visibility and exposure they are looking for.
Overall, having serendipity be a part of your marketing strategy will create a sense of joy and discovery, which will allow the relationships a brand has with its customers to grow, create stronger brand loyalty, and contribute positively to the complete brand image. If you are a brand that is looking to create something that is long-lasting and keeps your customers talking, this is the perfect approach for you in an ever-changing competitive landscape.
The Risks of Serendipity Marketing
Serendipity however, is not without its risks - at least in marketing.
A significant disadvantage that may present itself is that consumers may perceive higher risks when facing unexpected product encounters which reduces the intentions they have to purchase. There can also be negative customer reactions to the “surprise” aspects a brand may have in place, as they may not always be welcome. When the aspect of serendipity fails to match with a customer might have expected, it results in a dissatisfying aftertaste and harms a brand's reputation.
Another challenge that presents itself is the inability to accurately measure the effect that serendipitous marketing campaigns have. Since there are no clear metrics in place, there can be difficulty in justifying the resources being used which can lead to reputational damage, as mentioned earlier.
Think of it this way: as a customer, you want a new handheld gaming console and have made your desires as a group known to gaming companies, but in the end, those companies try to throw in the element of surprise and end up giving you something completely different. It isn’t going to be the best experience, from a customer's point of view.
If you had initially gotten what was asked for, it would have been a great use of serendipity, but a negative experience leads to a misalignment with consumer preferences, and this may very well get lost in the mix as white noise rather than being something you can share as an enriching experience.
Finally, authenticity is a great aspect that customers look for, but too much planning can be perceived as a form of manipulation, rather than a genuine effort leading to a plethora of negative effects including a diminished brand image, an erosion of trust for the brand, and a sharp decrease in consumer satisfaction.
Final Thoughts on Serendipity in Marketing
Incorporating serendipity into marketing offers brands a unique opportunity to stand out by creating memorable, emotionally resonant experiences. When done effectively, serendipity can evoke joy, discovery, and excitement, fostering stronger connections between consumers and brands. Moreover, these experiences often lead to organic word-of-mouth promotion, amplifying the brand’s reach and visibility in an increasingly competitive, digital-first landscape. The result is a more personal and impactful relationship between the brand and its audience, reinforcing long-term loyalty and positive brand perceptions.
However, the risks associated with serendipitous marketing highlight the need for a thoughtful and balanced approach. Misaligned surprises or irrelevant encounters can lead to dissatisfaction and erode trust in the brand. Additionally, serendipitous marketing may be perceived as manipulative if they feel overly engineered, diminishing the authenticity that consumers value.
Challenges in measuring the effectiveness of such campaigns can also make resource allocation difficult, potentially leading to inefficient investments. To truly harness the power of serendipity, brands must prioritize authenticity, align surprises with customer preferences, and carefully manage expectations to ensure that these moments resonate positively and genuinely with their audience.
Photo by Joshua Coleman via UnSplash
About The Author
Shoumik Banerjee grew up experiencing various cultures, leading him to develop a deep appreciation for how individual preferences shape consumer behavior. This exposure piqued his interest in marketing, particularly in understanding why traditional methods often fail to fully capture the audiences they target. Shoumik has worked with brands across different parts of the world, leading marketing, sales, and growth campaigns to help them expand their reach. He is currently focused on integrating marketing, economics, AI, and neuromarketing to develop new strategies for launching products, leveraging consumer psychology and data-driven insights to better understand audience responses. Beyond marketing, he wears many hats—pro wrestling fan, referee, and occasional wrestler, as well as a passionate photographer and TV series enthusiast—always bringing the same level of curiosity and enthusiasm to every pursuit.
References for Applying Serendipity to Marketing
Kim, A., Affonso, F. M., Laran, J., & Durante, K. M. (2024, January 8). Delivering serendipity: when chance encounters in the marketplace enhance consumer satisfaction. American Marketing Association.
Johnson, M. (2024, September 13). How marketers can apply serendipity in product experiences — Neuroscience of. Neuroscience Of.
Faire. (2024, January 17). The joy and significance of serendipity in retail: A report from Faire. Faire Learning Hub.
Liang, S., Chu, Y., Zhang, M., Li, R., Lan, B., & He, L. (2022). Effect of serendipity in an encounter on purchase intention of unexpected products. Frontiers in Psychology, 13.
Randfish. (2021, March 31). Investing in Non-Measurable serendipitous marketing. Moz.
