Page 268 - DMGT552_VISUAL_MERCHANDISING

Unit 14: Experiential Retail

14.1 Brand Experience – Brand-centric to Customer-centric Notes

Brand experience is the cumulative perception of a brand that is based on impression gained by
visual, verbal and experiential encountered with brand. It encompasses a range of intellectual
sensory and emotional connected links. The sum total of all points of contacts with the brand
which are called touch points.
Controllable touch points are:
1. Retail
2. Product
3. Website

4. Service
5. Advertisement, etc.
Uncontrollable or less controllable touch points are:

1. Word of mouth
2. Press/blog commands
Essence of successful brand:
1. Consistency
2. Coherency

3. Holistic
4. Well implemented brand experience
Brand centred experience are directly formulated around the brand and its products, values,
services and messages, etc.

Did u know? Retailers face a fast-expanding, multi-pattern competitive set.
A company may see its losing market share, but may not see where it’s going. Consumer
spending is scattered thanks to new ways of making purchases. Manufacturers are becoming
retailers. New rivals, often in the form of companies too small to hit the radar, continue to enter
and fragment the market. In such a climate, every customer interaction becomes crucial.

Creating a powerful retail experience begins with a commitment to consistency. It begins with
an understanding of what the brand is intended to mean. It begins with an appreciation for how
the brand meaning should shape the retail experience. It begins with the realisation that for
retail brands, the retail experience is very much the brand experience. In fact, the retail experience
is the brand experience.
Inventory assortment is part of the brand experience and should be managed to reinforce the
brand’s key focus. The selections that customers encounter in the shop create an impression of
what that retail brand represents. Keep your inventory consistent with your brand.

14.1.1 Brand-centric to Customer-centric

Interestingly, in the area of Wireless or cell/broadband communications there are not many
positive stories or Brands; and in the area of Insurance and Financial Services it still seems that

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