- Università: Bocconi
- Docenti:
Sandro Castaldo
- Studenti:
Luca Bruno, Amaury Besse de Laromiguiere, Francesca D’Orazio, Luisa Ercolino, Daniele Negrini, Sabrina Zerre
FloWine is a hybridized specialty store located in Milan in Brera district, with the aim of providing an experiential journey inside the world of organic wines and flowers. This combination of products stems from the intuition that, when people are invited for a special occasion, like a dinner party, a birthday celebration, or anniversary they need to bring the “right gift”. This gift would be one which could impress through its distinctiveness. However, finding a store with such a product can sometimes seem like an impossible challenge. Moreover, wine and flowers are the two main product categories usually chosen for such a role.
To resolve this issue for the Milanese people, our store will become a destination for shoppers who want to find refined Italian products and rely on professional services. The main attraction, organic wines, will provide an appealing value proposition for those customers that look both for quality and sustainable products. Moreover, the combination of organic wine and flowers is an opportunity to give Italians some of the things they like the most, wine, which makes them dream about moments of conviviality, and flowers which give a sense of being surrounded by nature, both of which are vital needs since COVID-19.
In the design of the store, we were mindful of the increasing trend of experiential shopping: everything needed to be defined in small details and the atmosphere inside needed to surprise and amaze the visitors. This means that FloWine aims at becoming an experiential destination, a sensorial experience, a unique shop which people will be curious about, more than a simple place to buy products.
Moreover, it was considered that sustainability is a key-factor in todays’ society; consumers especially value companies that care about the environment. Therefore, our store is taking the extra step of offering sustainable products combined with a service that is designed to give our products a new life post-consumption. This service will allow consumers to spontaneously take back their empty bottles of wine
and receive a centerpiece made from those and flowers. Lastly the store would provide a service for the community by investing in FloWine recycling cans scattered around Milan. In this way, the store would collect empty glass bottles to convert into table centerpieces.
Target
Our main target customers are Italians and in particular Milan residents. The choice of the target derives from the wish to establish a loyal relationship with shoppers. Those that live in Milan should envision FloWine as a reliable store that can answer their needs. If they live in Milan, they can reach it quickly: in this way the location responds to the need for proximity and time value which has become a fundamental element in a frantic world.
Thus, our target is educated and interested in innovations, with a medium to high income. To choose a specialty store they must recognize its special value and decide to support small businesses. Their interests regard products which are particular in the sense that are not common and mass-marketed, they need to be curious to taste, to pay a premium price but also to get to know the story behind the offerings.
The type of retail store they choose must reflect their willingness to signal a certain status and a differentiation need.
Tourists can generate additional revenues and become the secondary source of profitability with their passion for Italian products and the open mindset they carry which allows them to try and experience something new.
Location
The quarter chosen to host FloWine is Brera because of its favorable position in the heart of Milan, its baroque style and the reputation of a Design District. Brera, compared to other quarters in Milan, has a commercial activity price index of + 373.52% which means that customers spend almost 4 times more compared to other areas in Milan. This data ensures the store gains a higher marginality. Moreover, to attract passer-by shoppers, the window of the shop will showcase the laboratory where the artisan cuts glass and creates vases from it.
Assortment
FloWine offers two in-depth product categories: Flowers, Plants and Organic Wine. Flowers are sold in the form of bouquets or inside the Boxes where they can be found in a combination with an Organic Wine. Plants, in particular succulents, are part of special compositions made with bottles of wines. The recycled bottle, after the cut from the artisan, becomes a piece of decoration, a vase which contains flowers and can embellish walls or furniture at home. The price range for bouquets is around 45 euros and 30 for the vases.
Organic Wines will be disposed of on shelves divided by regions with the label of the local producer. The wineries chosen for the assortment come from Italian regions, which produce wine following rigid rules of production, avoiding chemical agents in pesticides or fertilizers. The line for organic wines includes red wines, white wines, rosé, orange wines and sparkling with an average price of 40 euros.
