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Eat... Shop... Learn.

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by

Cosimo Protopapa

on 4 September 2013

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Transcript of Eat... Shop... Learn.

OVERVIEW
Methodology

Case Introduction

Eataly

Results and Conclusions
SUBJECTIVE
OBJECTIVE
"Why Eataly?"
HIGH INVOLVEMENT GOODS vs LOW INVOLVEMENT GOODS
Example of Experiential Marketing
One step forward: TRANSFORMATIVE EXPERIENCE
Contemporaneity: SLOW FOOD-NNC(Denmark)-SNC(Spain)
Its implications related to CUSTOMERS and RETAIL perceptions
First of all...WHAT EXACTLY EATALY IS
Eataly is a very simple concept : "SUPERMARKET"

In 2004 It was just a web 2.0 platform
Start enter the market
January 27th 2007 EATALY TURIN
"Eat.Shop.Learn."
2008 Eataly goes to JAPAN
2010 Eataly goes to U.S.A.
Spreading the Italian culinary culture
Experience Economy
[..] "What matter is the experience that drives consumers to their decision making, changes their perceptions of the brand/product and shape their consuming pattern".
Sustain change
Persistent change
"PROSUMER"
CO-CREATION
What Eataly concretely did..
[..] Experience to be effective must be meaningful (Kotler, 2009)
Theme the experience (design+quality)
Harmonize positive cues (parking lot)
Eliminate negative cues ("over-servicing")
Provide a mix of memorabilia (t-shirt..)
Engage all the five senses (environment)
SHOPPING EXPERIENCE: recognizes the STORE as fundamental tool to get in contact with customers and privileged channel of communications.
Managing the "Experience"
"Eat.Shop.Learn."
SWEET SPOT
Co-creation
Transformative experience
Customer Experience Management
SHOPTAINMENT
RETAIL-TAINMENT
What count is not WHAT, but HOW CONSUMERS BUY.
"How To engage the senses in staging a shopping experience: The Eataly case"
E
Eataly Environment
ATMOSPHERE as : Attention/Message/Affect Creation Medium
5 SENSES : Communicate the level of concern for customers and stimulate people's feelings, emotions, reactions.
METHODOLOGY
"How Eataly involves the senses in staging a transformative gastronomic experience.."
Exploratory research
Problem not clearly defined yet
Relies on SECONDARY DATA
Significant insights
Draw conclusions with caution
RESEARCH QUESTION
PHILOSOPHICAL APPROACH
Interpretivist approach
Understand human behavior
Holistic point of view
Theory based
"The mind is the source and the creator of knowldege"
REALISM APPROACH
Looking beyond appearances
Deductive method
Hypothesis testing
Case analysis study
CONCLUSIONS...Customers
Because: "New WHYS for Buy"
"It's an informal place, available to everyone. It's a cultural place, where anybody is comfortable and can learn without any restrictions and can discover new things" (Farinetti)
Is it really effective "Eat..Shop..Learn"?
Is the ENVIRONMENT really engaging?
...Environment
RESULTS:
Can we call it Revolution?
from HOMO ECONOMICUS
to HEDONIC CONSUMER
Individuals seeking psychological self-determination and meaningful experiences.
EATALY:Rational purchase through hedonic tools
Customer IN the Environment
"We are in the middle of a Revolution...a revolution that will change the face of marketing forever" (Schmitt, 1999)
BUON APPETITO
THANK YOU!
Cosimo Protopapa

"Eat. Shop. Learn."
Analyze WHAT are the "CULTURAL INTERFERENCES"
IMPLICATION
Analyze HOW to improve the Atmosphere through 5 SENSES and interior design
MINIMIZING EXPERIENCE DESTROYER
(active role in the TRANSFORMATIVE experience)
Point of Purchase as new product (Qualizza, 2010)
from ON LINE to OFF LINE STORE
from TRANSITIONAL to PLACE TO STAY
THE POINT OF PURCHASE
Culinary Tradition
Quality vs Entertainment
Price issue
Grocery Shopping Tradition
Nostalgia marketing
but HOW..
IMPLICATION
Full transcript