How well is the environment to support the business objectives? The tangible aspects of service delivery − visual, aural and olfactory elements.
Physical evidence Choosing an unfamiliar product or service is risky for the consumer, because they don’t know how good it will be until after purchase. You can reduce this uncertainty by helping potential customers ‘see’ what they are buying.
– A clean, tidy and well-decorated reception area – or homepage – is reassuring. If your digital or physical premises aren’t up to scratch, why would the customer think your service is?
– The physical evidence demonstrated by an organisation must confirm the assumptions of the customer — a financial services product will need to be delivered in a formal setting, while a children’s birthday entertainment company should adopt a more relaxed approach.
– Some companies engage customers and ask for their feedback, so that they can develop reference materials. New customers can then see these testimonials and are more likely to purchase with confidence.
– Although the customer cannot experience the service before purchase, he or she can talk to other people with experience of the service. Their testimony is credible, because their views do not come from the company. Alternatively, well-shot video testimonials and reviews on independent websites will add authenticity.
Each of the ‘ingredients’ of the marketing mix is key to success. No element can be considered in isolation — you cannot, for example, develop a product without considering a price, or how it will reach the customer.