Retail planning: Logotel compares notes with China
A non-stop, four-day workshop on the retail system for a group of 30 chinese designers, architects and businessmen.
How can value for retail system customers be created and multiplied?
This was discussed in a 4-day workshop with the Chinese furniture company Macalline Red Star. organised by Logotel in collaboration with POLI.design.
A group of 30 designers, architects and businessmen who work in the world of furniture took part in the workshop ‘Service Design for Retail System’, whose goal was to convey the importance of planning each contact point in the relationship between a brand and its customers, applying the service design methodology to the retail system.
How can the information and choice overload that customers are continuously exposed to be tackled?
What’s the best way to integrate the real-world and digital experiences that a person has when they come into contact with a brand?
What solutions can be adopted to improve the effectiveness of the relationship in the POS too?
These were just a few of the topics dealt with during the workshop, with classroom lessons and on-site visits to observe some examples of stores in Milan that offer an experience-enriching Customer Journey: the POS balances the demands of a commercial brand and its customers’ requirements.
This is why, in today’s world, taking on a service design project means planning a system that goes beyond the confines of the store, in order to plan memorable experiences for customers.
From strategy to experience: during the workshop the Chinese designers took part in warm-up activities, disruptive thinking and project work, to create an experience using service design tools.