 The elements of a brand experience:

when multi-brand shops become an experience.

An original, carefully designed ambience that best reflects the brand, a competent sales team and an all-round positive atmosphere together have the power to transform shopping into an experience.

The always-on internet means that today’s consumers can obtain important information on a brand or an article in just a few clicks. And it is precisely for this reason that a visit to a point of sale must meet all the emotional expectations that online shopping cannot – offering courteous, professional and at the same time personal and specialist advice. These are the factors that are crucial for customer loyalty.

The point of sale is therefore more than a simple incentive to buy – it is now a place where consumers can really get to know a brand, its positioning and its vision. A store, so to speak, manifests the experience of a brand.

The NaturalLook strategy

The corporate identity, market distribution of a product, target area and customer requirements are a brand’s decisive key factors, so the broadest possible marketing strategy is therefore required to take them into account. NaturalLook was founded in Bozen in 1974 and distributes world-famous shoe brands in Italy. To guarantee a high-quality brand experience, the company has now developed a strategy based upon the following elements:

Concept store: The “hybrid store” combines all the advantages of a point of sale with those of a meeting place, meaning brands can be positioned in high-profile shoe and fashion stores.
Pop-up installations: this strategy increases brand awareness in leading department stores in Italy’s major cities.
Shop-in-shop: this is a modular system that allows the product to be highlighted in-store in an appealing way, at the same time ensuring competent advice can be provided by the resellers.
B2B: NaturalLook is working on an e-learning platform to provide resellers with the knowledge that they need to further improve the shopping experience for consumers.
Category management: modular furnishing elements permit seasonal and product-specific factors to be incorporated into the presentation.
Long-term partnerships with resellers: it is crucial for achieving the most positive brand experience to have a thorough knowledge of both the current economic dynamics in the retail sector and the requirements of resellers, and to establish a business relationship based upon trust.

Case study: the design of the BIRKENSTOCK sales points

In 2020 and 2021, the continuous rise of the German BIRKENSTOCK brand led NaturalLook, working with renowned design studios, to realise 15 shop-in-shops, 3 pop-up installations and a concept store, thus (re)presenting the brand on the Italian market in an authentic, impressive way. The modular furniture, developed by interior designers, boasts a discreet, straight-line style and focuses on the essential: the BIRKENSTOCK sandal. First impressions are dominated by natural colours, while both the colour scheme and the large images, printed on magnetic film, represent the company’s philosophy as well as the season and type of product – all according to the principle of category management. A “green corner” containing various plants also underlines the brand’s closeness to nature, while a heritage area relates the history and development of the company.

From shopping to brand experience

A high-quality brand experience therefore also demands a clearly defined brand image and a meaningful brand identity that consumers will immediately (again) recognise when entering a store. A precise knowledge of the market, a smart division of sales areas to gently guide customers through the store, expertise in interior design in the retail trade and an excellent relationship with resellers are also indispensable elements. The interplay of all these factors will determine whether the customer has a simple buying moment – or enjoys a fulfilling brand experience.