This document discusses measuring brand experience across all touchpoints. It introduces the concept of brand experience as consisting of frequent interaction, value, and emotion over time. It outlines five environments - conversation, digital, retail experience, user interaction, and intimacy - where the brand should outperform. The document then discusses a case study called Pasion Movistar for measuring retail brand experience at Movistar stores in Argentina. Pasion Movistar uses mystery shoppers and measures four factors - location, brand exhibition, human factor, and offering - to calculate a retail BXP index. The program aimed to provide consistent brand experience across stores and increase retail key performance indicators.

1. Measuring the Brand
Experience at every touch
point
Raul AMIGO
CEO & Founder
Member of the Omnicom Group
www.lalinea.com.ar

2. What is Brand Experience?

3. We understand For us experience
the experience is a relationship
not as a and impression
one time shot over the time

4. Frequent
interaction

5. 1.Frequent
interaction
Value

6. 1.Frequent
2.Value
interaction
Emotion

7. 1.Frequent
2.Value
interaction
3.Emotion

8. 1.Frequent
2.Value
interaction
The Brand Experience is the
integration of the three
3.Emotion

9. 1.Frequent
2.Value
interaction
The Brand
Experience
3.Emotion

10. How can we make the BXP
entheleqy come to life?

11. Circles of Influences

12. The 5 enviroments
where brand should
outperform

13. The
Conversationcircle
The
Retail
Digital
Experience
Circle Circles
of Influences
User
Intimacy
Interaction

14. The
Conversation Circle
Here is where the brand talks
We need to define what channels the brand is using to connect with
its audiences and the impact each one of them is generating
Voice, tone, message and communication codes will be measured.

15. The Digital Circle
Our digital world
Every day we spend more & more time on line
Does the brand is making our life better here?
How is it adding value to our digital experience?

16. User Interaction
The physical part of the experience.
How many senses are involved?
How much pleasure the brand is providing?
Is it helping us to incorporate new skills?

17. Intimacy
Is our inside world
Here we assign meaning through the experience
Deep thoughts connecting the brand with hidden desires

18. Retail Experience
What happen when we get into the store?
How do we experience the sum of stimuli produced by
Staging, product displays, POP material, Expert advice

19. The way me measure the
Brand XP in each circle:
The 3D Model

20. Time
First Relevance
Dimension
INTERACTION
Frequency

21. Efforts
SecondDimensi Benefits
on
VALUE
Rewards

22. History
ThirdDimension Memories
EMOTION
Nostalgia

23. When does
the 3D Model apply?
First Second Third
Dimension Dimension Dimension
Time Efforts History
Frequency Rewards Nostalgia
Relevance Benefits Memories

24. The
Customer´
s Day
Experience

25. Entertaining
Socializacing
The
Customer´
Working
s Day
Experience
Transporting
Sleeping

26. Brand XP Goal?
To gain
CDE share
providing
practical
solutions &
happiness

27. Can our brands help our customers
to enjoy better CDE?

28. Waitforone minute andgo back

29. Back to the circles of interest
Mass
Communications
1.Frequent
2.Value
interaction
The
The Brand Digital
Retail
Experience Experience
Circle
Circles
of Influences
3.Emotion
User
Intimacy
Interaction
Back to the Brand
Experience process

30. PASION MOVISTAR
Business case
The Retail Experience

31. PASION
MOVISTAR What is
Pasion Movistar?
Business case

32. Pasión Movistar is the
Brand experience program
for the Retail Circle.
For the first time it unify the
criteria to measure the Brand
perfomance from
both, cualitative and cuantitative
perspectives.
The goal behing the program
was to make Movistar customers
feel closer to the brand, by
sharing values, service
orientation and most of all pasion

33. PASION
MOVISTAR
Objectives
Business case

34. PASION Clientobjectives
Primary - To provide the same quaility of Brand experience at every
Goal single point of relationship within the retail channel.
- Strengthen the emotional link with the brand.
- To increase Retail KPI´s (Service+quality+incomes-profitability).
Secondary - To enhance customer brand´s perception.
Goals - To stablish tha basis for a best practices program.
- Identify the guardians of excellence.
- Reward those that outperform providing brand experience.

35. PASION Challenges
Breaking
How to up with
impact on Behaviour the past
Shopper generating a
whole new
idea of brand
experience

36. PASION
MOVISTAR
Solutions
Business case

37. PASION Solutions
We define
quality of
experience at
the retail level
as the
combination of
four factors

38. PASION Solutions
(L)
Location
We define
quality of
experience at (EXH)
Brand exhibition
the retail level
as the
combination of (HF)
four factors The human factor
(O)
The offering

39. PASION
MOVISTAR
Implementation
Business case

40. We cover the entire
argentine territory
More than
visiting every single
1000
pointswerema point of sale at least 4
ppedacrossth times a year
e country
We used
mistery shoppers
aimed with a
hidden camera

41. PASION
MOVISTAR
Deliverables
Business case

42. PASION The experience algorythm
RETAIL BXP index = a x L + b x EXH + c x HF + d x O

43. NEA= 5,40
Retail BXP NOA=5,35
index per
region
Litoral= 5,65
Centro = 6,50
Cuyo = 6,35
Patagonia= 4,95
AMBA = 6.75
Atlantica=6,03

44. PASION
MOVISTAR
Theplatform
Business case

45. The plataform: Portal de nuestro sistema de carga

46. The plataform: TradeScan Pasión Movistar 2011
http://pasionmovistar.tradescan.com.ar

47. The plataform: TradeScan Pasión Movistar 2011
Filters &
search
engine
Clusterized
base

48. The plataform: Videos gallery
Access to
visit
records

49. The plataform: BXP evolution for certain PDV

50. The plataform: Ranking

51. The Future
& The Challenges

52. To get further than ever into peoples heart providing
unique, personalized and memorable experiences.

54. Howlong has
beensincethelast time
ourbrandmade rain
falleddownoverourcustomer
sskin?
unique personalized memorable
experiences experiences experiences

55. Thank you!