Physical evidence

The physical evidence element of the marketing mix refers to the physical environment experienced by the customer. This could include:

  • the physical design and layout of the premises
  • the layout of the company website
Interior of women's clothes shop
The physical layout of a shop is an example of the 'physical evidence' element of the marketing mix

Design and layout are important as they need to make customer experience simple and straightforward. If customers struggle to find what they want they will go elsewhere.

It is important that physical evidence is appealing to customers. It should also reflect how the business wants to be seen by its customers.

For example, an expensive restaurant needs to ensure that the furniture, lighting and tableware all present an image of quality.