The document discusses key aspects of brand perception in retail, emphasizing that a brand is defined by customer impressions rather than advertising. It highlights the importance of creating an immersive shopping experience, utilizing knowledgeable staff, and providing interactivity to enhance customer engagement. The insights are presented by Hypothesis, a creative and consumer insights agency recognized for its expertise in the field.

1. 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

2. A brand is a set of impressions that exists
in the minds of consumers.
RETAIL TRUTH
1

3. Your brand is not what YOU say it is,
it’s what YOUR CUSTOMERS say it is.
RETAIL TRUTH
2

4. In retail, brand is affected as much by
SHOPPING EXPERIENCE as by PRODUCT.
(true online and in-store)
RETAIL TRUTH
3

5. 1 2
3 4

6. Conversion
Loyalty
LengthofVisit
Incremental Occasions
1 2
4 3

7. Physical representation of your
brand, how it feels to be in the space
Atmosphere
PILLAR 1
WHAT IT MEANS

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

9. Staff and company leadership,
the face of the brand
Customer Service
PILLAR 2
WHAT IT MEANS

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

11. Provide an experience, not just a
product, make it an enjoyable
destination, not a chore
Interactivity
PILLAR 3
WHAT IT MEANS

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

13. EXPERTISE
Serve as a trusted and valued
source of information and
inspiration
Knowledgeable
PILLAR 4
WHAT IT MEANS

14. 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

15. 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.