SINGLE-BRAND: A FORMULA IN CONTINUAL EXPANSION
One of the reasons for the success of the single-brand distribution channel is the specialisation that strengthens the link between the public, the product and the brand. In a more traditional shop the strongest links to the client are those of the insignia and the owner of the establishment. In a single-brand showroom, first there is the perception of the specialisation of the product on display, and thereafter quality, service and the brand become the key variables on which to base the relationship between the public and the brand.
“A product purchased in an environment that has a specific theme has a different emotional impact compared with the same transaction in a more traditional shop.”
Recent studies show that in an environment where the personality and character of the brand emerge clearly, the client feels more relaxed and concentrates on his own experience of the purchase. The perception of specialisation, combined with professionalism and knowledge about the product, triggers consumer “loyalty”.