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

Abstract

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.