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Содержание
- 1. of
- 2. A brand is a set of impressions
- 3. Your brand is not what YOU say
- 4. In retail, brand is affected as much
- 5. Retail Engagement of 1 2 3 4 The Four Pillars
- 6. Retail Engagement of Conversion
- 7. Physical representation of your brand,
- 8. Shoppers expect an immersive atmosphere
- 9. Staff and company leadership, the
- 10. Needs and expectations differ (by
- 11. Provide an experience, not just
- 12. The shopping experience should provide
- 13. EXPERTISE Serve as a trusted
- 14. EXPERTISE Consumers need help. Teaching
- 15. Thank you. www.hypothesisgroup.com asnow@hypothesisgroup.com Amy Snow
A brand is a set of impressions that exists
in the minds of consumers. Retail Truth 1
Слайд 1
AMY SNOW
Presented by
The Fine Arts Building / 811 west 7th street,
suite 600 / Los Angeles, California 90017 / 1 213 533 7000 / www.hypothesisgroup.com
Слайд 4In retail, brand is affected as much by SHOPPING EXPERIENCE as
by PRODUCT.
(true online and in-store)
Retail Truth
3
Слайд 6 Retail
Engagement
of
Conversion
Loyalty
Length of Visit
Incremental Occasions
1
2
4
3
The Four Pillars
Слайд 7
Physical representation of your brand, how it feels to be in
the space
Atmosphere
Pillar
1
WHAT IT MEANS
Слайд 8
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
Слайд 10
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
Слайд 11
Provide an experience, not just a product, make it an enjoyable
destination, not a chore
Interactivity
Pillar
3
WHAT IT MEANS
Слайд 12
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
Слайд 13EXPERTISE
Serve as a trusted and valued source of information and inspiration
Knowledgeable
Pillar
4
WHAT
IT MEANS
Слайд 14EXPERTISE
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
Слайд 15
Thank you.
www.hypothesisgroup.com
asnow@hypothesisgroup.com
Amy Snow has spent the past 20 years partnering with
leading brands to better understand the consumer mindset and develop innovative products and strategies. She conducted more than 150 focus groups in six countries last year. She has particular expertise in trendspotting and cohort nuances (specifically Gen Z and Millennials).
amy snow
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.
