Download - Concept Store And Customer Experience
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dalla teoria alla praticaExperienceCustomer
meno Concept, più Realtà...
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LA SHOPPING EXPERIENCE NON E’ UNA NOVITA’ DA SEMPRE PROVIAMO DELLE SENSAZIONI DURANTE UN ACQUISTO
You always feel something when you go shopping. You might, for example, feel excited, bored, surprised or confused, or like a person, a customer or a “number”, or feel that youʼre being served, ignored, understood or pressured, etc. In other words, retail companies always provide a certain “shopping experience”.
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Le sensazioniinfluenzano la sensibilità al prezzo
1 €/LT 3 €/LT 10 €/LT
* Images courtesy of matashi, kazze, VeNiVi on Flickr.com
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Le sensazioniinfluenzano la valutazione del prodotto
for home? for office? same Tobias!
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NON VENDETE PRODOTTI. VENDETE SENSAZIONI
Oggi raramente si compra perchè SERVE,
Si compra perchè se ne ha bisogno a livello emotivo, ci si crea spesso un contesto per giustificarlo razionalmente.
Ma quel che abbiamo bisogno NOI sono sensazioni NON funzionalità
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Le sensazioniCome influenzare
?
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Esperienza
Niente simulazioni
vera ed autentica
Provato VS SimulatoReale VS ConceptVero VS Bello
Sensazionifantastiche e memorabili
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E’ COERENTE CON SE STESSO
E’ QUEL CHE DICE DI ESSERE
NON E’ COERENTE CON SE STESSO
NON E’ QUEL CHE DICE DI ESSERE
REALE REALE
FALSO REALEFALSO FALSO
REALE FALSO
Le attrazioni Es.Disneyword,Venezia a Las Vegas
La comunicazione...Es. GIOVANNI RANA
matrix by Joseph Pine on what consumers want TED Talks Feb04
Il vero Concept Store è qui
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Partite dall’esperienza reale1Studiate le persone
Capite cosa hanno bisognoIdentificate un concetto
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Create un viaggio continuo2Concentratevi sul concetto
Prima dell’acquistoDuranteDopo
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Ascoltate e Migliorate
3 ...continuamente
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