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• In today's marketing landscape, the importance of physical evidence cannot be overstated. In an increasingly digitalized world, physical evidence becomes a crucial element that sets brands apart, enabling them to offer a unique customer experience.
• Physical evidence in marketing refers to the tangible elements that customers can see, touch, or experience when interacting with a product or service. It is divided into four (4) categories:

  The work environment

  Culture in the workplace

  Physical appearance of a store

  The Intellectual Property

  The employee dress code or behavior

  The product packaging
• The culture in the workplace/ environment refers to the physical, social, and psychological conditions in which people work. It has a significant impact on consumer behavior for several reasons:

  A positive work environment creates happier and more satisfied employees, which can lead to better customer service and engagement. However, a negative work environment can result in disgruntled employees who may provide subpar service or have lower motivation to meet customer needs.
• physical evidence: It provides a sensory engagement that online marketing cannot replicate, resulting in unwavering brand loyalty and emotional connections with consumers
• physical evidence becomes a crucial element that sets brands apart, enabling them to offer a unique customer experience.