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Eat... Shop... Learn.
Transcript of Eat... Shop... Learn.
Results and Conclusions
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
2008 Eataly goes to JAPAN
2010 Eataly goes to U.S.A.
Spreading the Italian culinary culture
[..] "What matter is the experience that drives consumers to their decision making, changes their perceptions of the brand/product and shape their consuming pattern".
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"
Customer Experience Management
What count is not WHAT, but HOW CONSUMERS BUY.
"How To engage the senses in staging a shopping experience: The Eataly case"
ATMOSPHERE as : Attention/Message/Affect Creation Medium
5 SENSES : Communicate the level of concern for customers and stimulate people's feelings, emotions, reactions.
"How Eataly involves the senses in staging a transformative gastronomic experience.."
Problem not clearly defined yet
Relies on SECONDARY DATA
Draw conclusions with caution
Understand human behavior
Holistic point of view
"The mind is the source and the creator of knowldege"
Looking beyond appearances
Case analysis study
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?
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)
"Eat. Shop. Learn."
Analyze WHAT are the "CULTURAL INTERFERENCES"
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
Quality vs Entertainment
Grocery Shopping Tradition