View
6.023
Download
0
Category
Tags:
Preview:
Citation preview
of
© 2015 Hypothesis, The Fine Arts Building / 811 west 7th street, suite 600 / Los Angeles, California 90017 / 1 213 533 7000 / www.hypothesisgroup.com
P r e s e n t e d b y
A brand is a set of impressions that exists
in the minds of consumers.
RETAIL TRUTH
1
Your brand is not what YOU say it is,
it’s what YOUR CUSTOMERS say it is.
RETAIL TRUTH
2
In retail, brand is affected as much by
SHOPPING EXPERIENCE as by PRODUCT.
(true online and in-store)
RETAIL TRUTH
3
Engagement1 2
3 4
Pillars
Engagement
Conversion
Lo
ya
lty
Le
ng
th o
f Vis
it
Incremental Occasions
1 2
4 3
Pillars
Physical representation of your brand, how it feels to be in the space
Atmosphere
PILLAR 1
WHAT IT MEANS
Shoppers expect an immersive atmosphere that invites then to linger without obligation. Stores must be organized, welcoming, and have familiar navigation. The environment should encourage interaction and showcases brand position.
Physical representation of your brand, how it feels to be in the space
HOW TO CREATE IT
Atmosphere
PILLAR 1
WHAT IT MEANS
Staff and company leadership, the face of the brand
Customer Service
PILLAR 2
WHAT IT MEANS
Needs and expectations differ (by country, category). Customers want knowledgeable, friendly, and available employees who they can trust. They want to engage with people who are happy to be there and believe in the product.
Staff and company leadership, the face of the brand
HOW TO CREATE IT
Customer Service
PILLAR 2
WHAT IT MEANS
Provide an experience, not just a product, make it an enjoyable destination, not a chore
Interactivity
PILLAR 3
WHAT IT MEANS
The shopping experience should provide a compelling consumer benefit. Activities and events, sensory opportunities, customization, and “extra services” are just some ways to create a compelling experience.
Provide an experience, not just a product, make it an enjoyable destination, not a chore
HOW TO CREATE IT
Interactivity
PILLAR 3
WHAT IT MEANS
EXPERTISE
Serve as a trusted and valued source of information and inspiration
Knowledgeable
PILLAR 4
WHAT IT MEANS
EXPERTISE
Consumers need help. Teaching them about the product/category says you care about them (and the product). Give them ideas, show them how to use the product and encourage them.
Serve as a trusted and valued source of information and inspiration
HOW TO CREATE IT
Knowledgeable
PILLAR 4
WHAT IT MEANS
Thank you.
w w w . h y p o t h e s i s g r o u p . c o m
Hypothesis, the premier creative and consumer insights agency based in Downtown Los Angeles, California. Hypothesis is the winner of the 2015 Gold Ogilvy Award for Excellence in Advertising Research. Hypothesis was founded in 2000.
Recommended