Designing an Omni-Experience to Save Retailing: Lessons from an Italian Book Retailer. Issue 3 (3rd May 2020)

• Record Type: Journal Article
• Authors: Artusi, Federico; Bellini, Emilio; Dell'Era, Claudio; Verganti, Roberto
• Is Part Of: Research technology management. Volume 63:Issue 3(2020)
• Page Start: 24
• Page End: 32
• Publication Date: 2020-05-03
• Subjects: Omni-experience -- Retail innovation -- Customer experience -- Bookstores; Research, Industrial -- Management -- Periodicals; New products -- Management -- Periodicals; 658.57
• DOI: 10.1080/08956308.2020.1733886
• Languages: English
• ISSNs: 0895-6308

Abstract

Abstract : 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.