Page 272 - DMGT552_VISUAL_MERCHANDISING

Unit 14: Experiential Retail

learning plan. Once the right measurements are in place, effective organisations measure Notes
and review constantly to drive improvements over time.

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Caution The old adage “what gets measured gets done” is not just an encouragement; it’s
also a warning: If you don’t measure what you say is important, you’re unlikely to achieve
your goals. If this happens over a meaningful time horizon, you will also undermine your
organisation’s commitment to achieving the goals.

Notes Brand Awareness
Brand awareness refers to customers’ ability to recall and recognise the brand under
different conditions and link to the brand name, logo, jingles, and so on to certain
associations in memory. It consists of both brand recognition and brand recall. It helps the
customers to understand to which product or service category the particular brand belongs
and what products and services are sold under the brand name. It also ensures that customers
know which of their needs are satisfied by the brand through its products (Keller). Brand
awareness is of critical importance since customers will not consider your brand if they
are not aware of it.
There are various levels of brand awareness that require different levels and combinations
of brand recognition and recall. Top-of-Mind is the goal of most companies. Top-of-mind
awareness occurs when your brand is what pops into a consumers mind when asked to
name brands in a product category. For example, when someone is asked to name a type
of facial tissue, the common answer is “Kleenex,” which is a top-of-mind brand. Aided
Awareness occurs when a consumer is shown or reads a list of brands, and expresses
familiarity with your brand only after they hear or see it as a type of memory aide.
Strategic Awareness occurs when your brand is not only top-of-mind to consumers, but
also has distinctive qualities that stick out to consumers as making it better than the other
brands in your market.

Self Assessment

Fill in the blanks:
1. People will forget what you said, people will forget what you did, but people will not
forget ...........................

2. A brand is a collection of ........................... in the mind of the consumer”.
3. ........................... is the “name, term, design, symbol, or any other feature that identifies one
seller’s good or service as distinct from those of other sellers.

4. The best experiences are inspired by ...........................
5. Retailers face a fast-expanding, ........................... competitive set.

14.2 Experience Design – Beyond Visual Merchandising

Experience Design (XD) is the practice of designing products, processes, services, events, and
environments with a focus placed on the quality of the user experience and culturally relevant
solutions. An emerging discipline, experience design draws from many other disciplines

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