Devising the shopping experience, rooted in retail innovation
The Filocolore case
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Abstract
The company, Filocolore was started two years ago after piloting three shops in the Barcelona area. The company has initiated its chain development, with a fourth shop in Brussels and is now successful and facing strong competition.The process the company has followed has been very interesting as it combines creativity and productivity, to face the large competitors in this retail industry.
This paper explains the full route the company took from it’s conceptualisation to the final roll out. The presentation includes: choosing the market targets, devising the retail concept and finally the creation of the shopping experience.
This case will give a full explanation of the way the retail formula concept is “translated” into the layout, the visual merchandising, the assortment policy, the price policy and in general, the shopping trip.
Prof. Lluís Martínez-Ribes
ESADE Professor and former Marketing Department Head
Fascinated by retail innovation, a specialisation pursued in 20 countries, he combines his work at ESADE as Professor and former Marketing Department Head, with a selective consulting activity.
MBA from ESADE, MBA in Retailing from Stirling Univ. (UK). Active Learning at Harvard B.S.
Visiting lecturer at SDA Bocconi B.S. He has also taught at Edinburgh Univ., Vienna Univ., HEC B.S., Goizueta B.S. (USA) and others.
Author of books and conference papers, he leads Courses such as “Retail innovation” and “Future Marketing Challenges”.
He has been consultant to companies like Bayer, Camper, Coca-Cola, Fagor, Goodyear, Danone, Habitat, Sara Lee, Mercadona, Olympic Committee, and Unilever.