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Brand perception and the role of the point of sale in the experience of purchase: Case study

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Brand perception and its application in the point of sale are innovative study
objects. Relationship between them and possible effects are a focus of monetization and
performance in the Broadband Society context. The well-known brand Zara tops the sales
record of the multinational Inditex. This brand produces 70% of the sales of the whole
group. Far from making use of traditional marketing, Zara turns out to be an expert brand
in the application of sensory techniques, through the senses, and in creating an experience
for consumers, as a buying impulse and especially treating the consumer as an emotional
subject, connecting the consumer with the brand and promoting an emotional bond.
These aspects are reflected in the points of sale of the brand, especially in the so-called
Flagships or concept stores. Methodology is a case study, using a quantitative technique,
using a survey. We analyze the brand’s Flagship stores, as a point of direct contact with
the consumer, trying to understand the relationship between perception and of the brand
by the public, with respect to these iconic stores. We conclude the main elements that
help shape the perception of the brand in Flagships stores are the combination of colours,
brightness, shop window and fragrance.

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Cuadernos el Centro de Estudios en Diseño y Comunicación, 2024, vol. 27, num.248, p. 155-170

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Articles publicats en revistes (Empresa)

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Brand perception and the role of the point of sale in the experience of purchase: Case study