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.
|Titolo:||Designing an Omni-Experience to Save Retailing: Lessons from an Italian Book RetailerRetailers can achieve competitive advantage by creating an omni-experience, a novel customer experience innovation strategy|
|Data di pubblicazione:||2020|
|Appare nelle tipologie:||01.1 Articolo in Rivista|
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|Artusi,Bellini,DellEra,Verganti(2020)_RTM_Designing an Omni Experience to Save Retailing.pdf||Post-Print (DRAFT o Author’s Accepted Manuscript-AAM)||Accesso apertoVisualizza/Apri|