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Designing an Omni-E...
Designing an Omni-Experience to Save Retailing : Lessons from an Italian Book Retailer
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- Dell'Era, C (author)
- Politecnico di Milano (IT)
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- Verganti, Roberto (author)
- Stockholm School of Economics,Handelshögskolan i Stockholm
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- Artusi, Federico (author)
- Politecnico di Milano (IT)
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- Bellini, Emilio (author)
- Politecnico di Milano (IT)
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(creator_code:org_t)
- 2020-04-21
- 2020
- English.
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In: Research Technology Management. - : Taylor & Francis (Routledge): SSH Titles. - 0895-6308 .- 1930-0166. ; 63:3, s. 24-32
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Abstract
Subject headings
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- Overview: Online-based retailers have made competing in the physical retail industry increasingly challenging. Building strong experiences to differentiate from the online-based players is key to survival. Brands can leverage different forms of engagement, such as sensorial or cognitive ones, to support their customer experience. "Read, Eat, Dream" (RED), a new concept by LaFeltrinelli, the major Italian bookseller, is an example of how to create an "omni-experience" by leveraging customers' lifestyles. This article outlines how LaFeltrinelli conceptualized and implemented the RED concept and presents four key design elements central to creating an omni-experience. By creating an omni-experience, retailers can transform from fulfillment centers to spaces where customers can engage, which in turn increases the length of their visit and occasions for purchase. An omni-experience also establishes the retail store as a reference point for some customers' specific activities.
Subject headings
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business -- Business Administration (hsv//eng)
Publication and Content Type
- art (subject category)
- ref (subject category)
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