Dibb et al., (2016) define Physical Evidence to be "The environment in which a service is offered and consumed is central to the consumer's understanding of the service, and to the enjoyment or satisfaction."
It is clear that service is an intangible aspect, however, it is a very important aspect in terms of marketing. "Customers tend to rely on physical cues to help them evaluate the product before they buy it" (Marketing Teacher, 2016). Therefore what the marketers do, is develop and design the physical evidence and make it tangible, and by doing this, the material is now the physical evidence and part of the service.
Physical Environment
The physical environment is made up of ambient conditions such as; spatial layout and functionality, signs, symbols, and artefacts (Zeithaml, 2000).
Nike, for example, has a simple layout and design that make everyone feel welcome and comfortable. They do not have the Nike logo spread out everywhere to make it overwhelming, however, they have just enough to make it catch your eye when you look around.
Ambiance
The ambient conditions include smell, music, temperature, colour and noise (Marketing Teacher, 2016). One experiences these elements, consciously or unconsciously, and helps make a final decision towards your judgement of the place, may it be good or bad!
For example, the ambience of a Spa will be soothing, light music in the background, relaxing, calm and all kinds of herbal smells running through the air.
Whereas in a store, from my personal experience Nike for example: has a more busy ambiance , the music is sporty and makes you want to work out, there are a variety of different colors around the store, different materials you can touch and see, the temperature is comfortable, and you have staff asking you if you need any assistance.
Spatial Layout
The spatial layout is generally how the furniture is spread out and set up. The worst thing that can happen is that everything is crammed together leaving you with no space to breathe in and no privacy what so ever.
Nike, give you all the space they can possibly give. There are plenty of places you can sit, either to have a rest or to try on some shoes, walk around without knocking anything over with other shopping bags, and mirrors at appropriate places without having to walk across the store!
There are much more aspects in terms of physical evidence, such as:
- The building itself
- Packaging of the item
- Furnishing
- Uniforms of the employees
Nike can be a very important sponsor for many sporting activities, such as football, tennis, swimming, running, baseball etc.
By sponsoring famous celebrities and having them wear a uniform from Nike can stun the audience making them want to buy the same attire.
Most uniforms are fitted specifically for them, however, general and similar models will always be available to the general public.
The video below shows the process of making personalised shoes for each football player:
What may also ruin the ambience, is if there is too much going on within the area, may it be too many people, or even if it is very unorganised!
So, my message to everyone...
