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AMY SNOW Presented by The Fine Arts Building / 811 west 7th street, suite 600 / Los Angeles, California 90017 / 1 213 533 7000 / www.hypothesisgroup.com of


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A brand is a set of impressions that exists in the minds of consumers. Retail Truth 1


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Your brand is not what YOU say it is, it’s what YOUR CUSTOMERS say it is. Retail Truth 2


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


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Retail Engagement of 1 2 3 4 The Four Pillars


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Retail Engagement of Conversion Loyalty Length of Visit Incremental Occasions 1 2 4 3 The Four Pillars


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


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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


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Staff and company leadership, the face of the brand Customer Service Pillar 2 WHAT IT MEANS


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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


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


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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


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


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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


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Thank you. www.hypothesisgroup.com asnow@hypothesisgroup.com Amy Snow has spent the past 20 years partnering with leading brands to better understand the consumer mindset and develop innovative products and strategies. She conducted more than 150 focus groups in six countries last year. She has particular expertise in trendspotting and cohort nuances (specifically Gen Z and Millennials). amy snow 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.


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