he continuous growth of digital technologies is changing offline processes and activities, as well as people’s behavior. Physical stores have been joined by virtual ones and even the human touch in customer services has found a “digital counterpart”: online reviews and feedbacks. In fact, since the beginning of “Web 2.0“, dated in the first half of the the 2000s, web has stopped being a place for static knowledge and showcases, turning into an unlimited space of interaction across people. This has pushed brands and companies to find new ways to reach their audiences, their target, their prospective customers: the commercial messages had to join the social media conversation, getting as close as possible to a two-way interaction without compromising their core objectives. The aim of this thesis is to understand how digitalization is affecting the retail purchase process of the Italian luxury furniture sector in order to develop a design proposal to create a strong bond between a brand and its customers, that goes beyond the physical retail limits. This specific business sector’s values, enclosed in each beautiful piece of furniture, became alive in the space of a store, making a difference for the customers and ensuring a unique experience to them. Digital tools are playing an important role in enriching customer experience across multiple channels, taking advantage of personal interaction between people and brands. The evidence of the digital transformation are visible also in the luxury furniture sector, which is building its “2.0” future on its glorious history made of beauty and meaning. Service design has all the tools to bring a user-centered innovation able to create intuitive user experiences enriched by values and meanings, by listening to customers’ needs and, at the same time, integrating exclusivity and high quality into luxury brand services. Service design solutions, furthermore, can build a strong brand experience even in a situation where space can’t be adapted to embrace corporate values, such as multi-brand furniture retailers. To provide a design benchmark, in this work the state of the art of communication of luxury furniture brands and retailers will be analyzed, on both traditional and new media touchpoints. Then, an integrated and interactive design solution will be displayed as a concept to help a traditional Italian furniture brand making a difference: taking advantage of digital innovation and contemporary digital tools will enrich their customers’ experience, providing them transparency and detailed information to be autonomous and conscious on their choices.
La continua crescita delle tecnologie digitali sta cambiando i processi e le attività offline, così come il comportamento delle persone. I negozi fisici sono stati raggiunti da quelli virtuali e anche l’interazione con il cliente ha una controparte digitale: la possibilità di fornire recensioni e feedback online. Dall'inizio del "Web 2.0", datato nella prima metà degli anni 2000, il web ha smesso di essere un luogo unicamente per osservare statiche vetrine, trasformandosi in uno spazio illimitato di interazione tra le persone. Ciò ha spinto i marchi e le aziende a trovare nuovi modi per raggiungere il loro pubblico, i loro target, i loro clienti in prospettiva: i messaggi commerciali iniziano ad unirsi alla conversazione sui social media, avvicinarsi il più possibile ad una interazione reciproca tra Brand e Consumatore. L'obiettivo di questa tesi è comprendere come la digitalizzazione stia influenzando il processo di acquisto, nello specifico nel settore dell’arredamento di lusso made in Italy, al fine di sviluppare una proposta progettuale per creare un forte legame tra un marchio e i suoi clienti, che vada oltre i confini fisici del negozio. I valori specifici di questo settore aziendale, racchiusi in ogni prodotto di arredamento, si concretizzano nello store, assicurando ai clienti un’esperienza unica. Gli strumenti digitali svolgono un ruolo importante nell'arricchire questa interazione traslandola su più canali, sfruttando la connessione personale tra persone e brand. Le evidenze della trasformazione digitale sono visibili anche nel settore dell'arredamento di lusso, che sta costruendo il suo futuro "2.0" sulla sua gloriosa storia. Il Service Design ha tutti gli strumenti per portare un'innovazione centrata sull'utente in grado di creare user experiences intuitive, in che rispondano alle necessità e alle esigenze dei clienti e, allo stesso tempo, integra esclusività e qualità nei servizi. Le soluzioni di Service Design, inoltre, possono costruire una forte Brand Experience anche in situazioni in cui lo spazio non può essere monomarca ma multimarca. Per fornire un punto di riferimento del design, in questo lavoro verrà analizzato lo stato dell'arte della comunicazione dei marchi e dei rivenditori di mobili di lusso, sia sui canali tradizionali che su quelli digitali. Infine, una soluzione di progettazione integrata e interattiva verrà presentata come un concept per aiutare le aziende a fare la differenza: sfruttare l'innovazione digitale e gli strumenti digitali contemporanei arricchirà l'esperienza dei propri clienti, fornendo loro trasparenza e informazioni dettagliate per essere autonomi e consapevole delle loro scelte.
Digital transformation of the retail purchase process in the luxury furniture market
FELAPPI, LUISA
2017/2018
Abstract
he continuous growth of digital technologies is changing offline processes and activities, as well as people’s behavior. Physical stores have been joined by virtual ones and even the human touch in customer services has found a “digital counterpart”: online reviews and feedbacks. In fact, since the beginning of “Web 2.0“, dated in the first half of the the 2000s, web has stopped being a place for static knowledge and showcases, turning into an unlimited space of interaction across people. This has pushed brands and companies to find new ways to reach their audiences, their target, their prospective customers: the commercial messages had to join the social media conversation, getting as close as possible to a two-way interaction without compromising their core objectives. The aim of this thesis is to understand how digitalization is affecting the retail purchase process of the Italian luxury furniture sector in order to develop a design proposal to create a strong bond between a brand and its customers, that goes beyond the physical retail limits. This specific business sector’s values, enclosed in each beautiful piece of furniture, became alive in the space of a store, making a difference for the customers and ensuring a unique experience to them. Digital tools are playing an important role in enriching customer experience across multiple channels, taking advantage of personal interaction between people and brands. The evidence of the digital transformation are visible also in the luxury furniture sector, which is building its “2.0” future on its glorious history made of beauty and meaning. Service design has all the tools to bring a user-centered innovation able to create intuitive user experiences enriched by values and meanings, by listening to customers’ needs and, at the same time, integrating exclusivity and high quality into luxury brand services. Service design solutions, furthermore, can build a strong brand experience even in a situation where space can’t be adapted to embrace corporate values, such as multi-brand furniture retailers. To provide a design benchmark, in this work the state of the art of communication of luxury furniture brands and retailers will be analyzed, on both traditional and new media touchpoints. Then, an integrated and interactive design solution will be displayed as a concept to help a traditional Italian furniture brand making a difference: taking advantage of digital innovation and contemporary digital tools will enrich their customers’ experience, providing them transparency and detailed information to be autonomous and conscious on their choices.| File | Dimensione | Formato | |
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LUISA FELAPPI - TESI.pdf
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Descrizione: Luisa Felappi _ Master Thesis
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https://hdl.handle.net/10589/146874