Background behind analysis
To understand how consumers perceive the Pierre Hermé brand, I used a multi-faceted research approach:
- A direct in-person survey among people I know who have made at least one purchase there.
- An extensive analysis of TripAdvisor reviews for the past 2 years, taking into account the negative global impact of the COVID-19 pandemic on business operations in 2020.
- Social listening using the Brandwatch platform.
This methodology aimed to provide a comprehensive view of the public perception of the brand.
Survey Findings
I interviewed 10 people older than 30 years old, working in different sectors. I asked the following questions:
- Which words do you associate with Pierre Hermé?
- Why do you choose this brand?
- How did you learn about the brand?
- Do you consider Pierre Hermé as affordable? How do you perceive the price-quality ratio?
- Is it part of your routine, or is it more of a special experience for you?
Based on their responses, the word cloud has been created. Words such as “luxury”, “macarons”, and “flavour” came up in several responses from different people, while others were mentioned only once.
Brand Discovery:
80% of survey participants reported learning about the brand through recommendations from friends or family members, while the remaining respondents mentioned television or social networks as their sources of brand discovery.
Brand Perception:
Pierre Hermé is considered a premium segment brand, characterised by relatively high prices. Remarkably, 90% of respondents find the price-quality ratio to be fair.
Factors Influencing Brand Choice:
The main factors that lead consumers to choose Pierre Hermé over a multitude of alternative patisserie brands are his reputation as the best pastry chef in Paris, the use of fresh and quality ingredients, and, of course, the rich range of flavours.
Frequency of Purchase:
A noteworthy finding from the survey is that only 20% of respondents visit Pierre Hermé’s boutiques regularly, while the majority of survey participants shop there only on special occasions or when they seek a “gastronomic pleasure”.
TripAdvisor Analysis
TripAdvisor is very popular among tourists and travelers. To collect the reviews, I chose the very first Pierre Hermé boutique in Paris, located on 72 rue Bonaparte. While not all reviewers indicated their country of origin, from their nicknames and the context of the reviews, it can be understood that many of them were passing through Paris and visited the Pierre Hermé boutique to have a unique and vibrant experience.
Encouragingly, over 80% of the collected reviews are positive, contributing to an impressive rating of 4.5 out of 5 on the TripAdvisor platform. This rating is accumulated from an extensive pool of more than 2,000 customer reviews, showing that the brand provides an exceptional experience to visitors. Most frequently using words are Pierre, Paris, macarons, amazing, more, and best.
Social Media Listening
Total mentions on social media are only 124 during the last month. The top resources include TripAdvisor, Twitter, Reddit, and Tumblr. Most of them are from United States of America (36), Singapore (23), South Africa (21), and France (7). Most mentions are neutrally informative. Some of them are related to the ‘La pâtisserie, c’est pas du gâteau!’ exhibition in Dijon, sponsored by Pierre Hermé. The composition of the giant macarons presented there caused a great resonance among the public. After the 22nd of November, the focus of mentions shifted to the Pastry Grand Prix competition, where Pierre Hermé presided over the jury.
Additionally, some comments are related to online classes through the PastryClass platform, where people can enrol in culinary courses conducted by renowned pastry chefs from all around the world, including Pierre Hermé. These significant events evidently play a crucial role in the public perception of the brand.
In conclusion, Pierre Hermé is a brand that has successfully positioned itself in the premium patisserie segment, driven by positive feedback, a strong online reputation, and a commitment to providing high-quality and unique customer experiences. The creator of the brand, who consistently participates in public events, also plays a crucial role in brand perception.
Sources:
Brandwatch.com
Tripadvisor.com
