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© 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

1 2

3 4

Conversion

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Incremental Occasions

1 2

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Physical representation of your brand, how it feels to be in the space

Atmosphere

PILLAR1

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

PILLAR1

WHAT IT MEANS

Staff and company leadership, the face of the brand

Customer Service

PILLAR2

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

PILLAR2

WHAT IT MEANS

Provide an experience, not just a product, make it an enjoyable destination, not a chore

Interactivity

PILLAR3

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

PILLAR3

WHAT IT MEANS

EXPERTISE

Serve as a trusted and valued source of information and inspiration

Knowledgeable

PILLAR4

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

PILLAR4

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.