MODI booklet

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MODI_multichannel retail Assumptions rather than insights, synchronicity rather than causality, exploration rather than prediction. While conventional search carefully separates, weighs, selects, classifies and isolates, Nemo noted the times and combining each ingredient in what Goethe called the exact fantasy: symbols, analogies, metaphors, coded connections that creatively tell embryos of change scenarios that guide future and can generate great ideas. Nemo_future food trends 2

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IndexTrends Review / why stores looks like museums 7 Scenario building 9 - vision - motivation 14 - concept 16 - what kind of innovation?Multichannel retail Product service system MODI - new shopping expericnce - products - physical storeGraphic Interfaces -website and smartphone applicationCompany and user perspective 27 - user’s perspective (target) - client’s perspective 33 - description of the company 37 - core strategy - business model - positioning - SWOT analysis - competitorsCorporate identity (logo, identity, application) Scenario development - personas - storyboard (actors, context, actions) 5

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MODI_multichannel retailrTerveinedwswhy stores looks like museums opportunitiescurated consumtionCurated consumtion are among us and it also explains The idea of curators dictating consumers’ moves andwhy shops increasingly look like museums, art galleries, grooves isn’t spanking new. However, the rapidly increasingand antique stores: consumers these days may end up range and depth of curators across many industries IS.in someone’s loft, apartment or office when looking for And with mega trends like online oxygen, generationsomething with a seal of approval, but also something c, and mass class all nearing tipping point, CURATEDwith soul, with character, with stories attached to an CONSUMPTION is firmly positioned to move fromedited-down, manageable number of choices. Which is of niche to mass appeal, with needy audiences, networks andcourse why curated consumption fits so well with other armies of experts now available on a grand scale. Whichcurrent key business and marketing concepts like ‘story means you as a marketer, a business professional, need totelling’, ‘character’, ‘authenticity’ and ‘discovery’. figure out whom out there, amidst the ever growing seaSome wise words from Ron Pompei, founder of of sameness, is telling your (potential) customers whatPompeiAD, who inspired TRENDWATCHING.COM to buy, what to experience, what to drink. Or if you’re anto start tracking this trend: “We’re reaching out to the intermediary, how you can become the leading curatormembers of the creative class, the fastest-growing segment or editor in your sector, paying much more attention toof our society. They value authenticity and self-expression. selection, to storytelling, to hiring experts who pre-selectThey invest in things that speak to them emotionally, that your offerings based on taste and experience.have a story behind them. At the same time, though, theystill want a brand to edit and curate the world for them, as (source> trendwatching.com)long as they believe they have the freedom to choose.”Allin all, consumers are looking for the new masters ofconsumption and lifestyle, and they’re finding them inmore (unexpected) places than ever before. 7

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Scenario MODI_multichannel retailbuilding 9design opportunityvisionSuggest and provide luxury and exclusive pro-ducts for special occasions in a fast and effort-less method that simulates the experience of bu-ying articles in an art gallery.Design aim.Design a multichannel retail with a fast paymentsystem that suggest and provide to users all thatis needed for their special occasion. Design theexperience that starts by going to the market orto the retail space, selecting products, payingthem, and bring them home to consume them.descriptionModi is more than a physical space or a fancymarket. It is the coordination of product andservices that working together creates an expe-rience. This means that without the option ofmonthly suggestions Modi doesn’t work well.The same happens with the payment system andthe home delivery option that are driven by theconcept of buying fast without effort.The chart above describes the system elementsand interactions.

MODI_multichannel retailmotivationThe driving force of this project was to offer adifferent view or perspective of the activity ofbuying Gods in the supermarket. This meansa reconfiguration of the actual appearanceand routine in the retail space. To managethe exact concept of a museum or gallery inthe configuration of the space was one of themotivations because with this concept theproject and the retail space will acquired a newmeaning. Further the project tends to offer afast and effortless service that can contradict theactual activity witch implies a lot of time andeffort to consumers.conceptDriven by the metaphor of the museum or theart gallery our concept is to show products aspurchasable masterpieces. “With Modi we don’tsale ordinary stuff, we sale luxury productsthat are used in special situations and this iswhere the concept of the museum gain moremeaning.” Because of this the main concept forthe configuration of the space is minimalisminspired in an art gallery. The idea is to showproduct features and characteristics as technicalfacts of an exhibition. 10

MODI_mulyichannel retail_ our visionIwNhNatOaVboAuTtIONthe great idea? It is normal to find that big international supermarkets allow brands to sell their products in a regular mall environment. In some way this is a positive thing to consumers, because they can find a great range of products and choices. Guided by the general market rules, this phenomenon increased the demand and off course it increased also the offer, but at the same time it ask to consumers more time in the process of selecting products in the sale display. With small markets the situation is much different, because consumers normally can’t find what they search. This means a lot of effort for the market but also for the consumer because they have to wait until the product is avaible and arrive to the display. On the other hand personalized markets tried tooffer a specific chain of products and by this intention they cut consumers desire tosee a wide range of products that can be related among them. Actually is not normalto find a market or a retail space where you can buy good quality fruits or exclusivefood and also sex toys and flowers or presents for guests and special occasions.Basically the innovation is to offer a fast, personalized (Suggestions) and luxury wayof buying products for special occasions guided by a new way of experiencing theretail space. 11

MODI_multichannel retailWhat isMODIthe evolutionof the concept 12

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MODI_multichannel retailrMetualitlichannelRetailers traditionally maintained a single department, from the physical channel. Likewise, a “return to store”offering sales and support via a single mode of customer policy allows a purchase made and fulfilled from theinteraction like the physical store. Over time this has online channel to be returned to the neighborhood storeexpanded to include multiple ways of selling to, engaging, if it turns out to be unwanted or unsuitable.and interacting with the customer, primarily via mail, What this all means is that the key strategy and designcatalogue and telephone. decisions for multichannel services concern theAdvancing technology however, has led to a number of allocation of services to one or more channels and thenew ways of inter-personal interaction like the internet, manner in which the channels fit together.mobile phones, and interactive TV; and as these embed Most people also use one or more other devices otherdeeper into social culture, subsequently new channels for than personal computers to obtain information services.offering product and service. In fact, many times more people in the world use mobileA web channel can offer many of the same services as the phones than personal computers.physical channel along with additional personalization.This greater capability and opportunity raises fundamentalbusiness model concerns about channel conflict, salescannibalization, customer segmentation, marketing,branding, and cross-selling.Consumers go online to do product research and to learnwhere to buy things or find service providers. Consumersmight shop for particular brands, but they don’t alwaysbuy them from the same retailer. Multi-channel retailers,on the other hand, want customers to treat their differentchannels as complements or substitutes for each other,because this will increase sales and strengthen loyalty.We are adding some of this characteristic of multichannelretail with the concept of “ship to store” or “local pickup”service that allows a customer to purchase or reserve aproduct in the online channel but obtain faster delivery14

MODI_multichannel retailbenefitsOrganizational Benefits• Increased revenue and growth opportunities• Better responsiveness and sensitivity to changingenvironments• Competitive advantage over pure-plays particularlyaround immediacy, education opportunities for complexproducts and easy e-merchandise returns.• Organisational efficiency and effectiveness opportunitiesthrough sharing of processes, technology and informationCustomer Related benefits• Better and wider customer interaction with agreater variety of information available for improvedunderstanding of customers and identification ofopportunities for increasing value per customerCustomers themselves also benefit from increased choicein interaction opportunities and the ability to switchchannels as convenient. 15

MODI_multichannel retailProduct ServiceSystem MODIMODI, Market Of Different Ideas, is the result of other carefully selected items that will allow the consumerresearching about the multi-channel sales solution to find anything that might be useful for him for a specialthat offers the opportunity for increasing sale by selling occasion in a everyday rush. The service is designed as aproducts not only through the ‘physical store’, but also perfect solution for business men and women looking forthrough online platform. unique products, to organize special meetings with theirThe project’s objective is to create a new type of partners, focusing on food quality and particularities ofsupermarket where items on sale are exhibited like in related services. In fact in MODI you can find not onlya museum, therefore, it uses the museum as a design what takes to organize an excellent dinner (food quality)metaphor.The supermarket is proposing ways to store but also particular gadgets involving feelings and emotionsonly exclusive items in a similar way to an art gallery. The (either sensual or sexual).proposed high-quality products includes food and alsonew shopping experienceAccording to our concept there is no more the traditionalway of shopping in the supermarket with the trolley. Thecustomer will bring only their modicard near the selectedproduct that, through a system of magnetic reading (waveordering), is automatically inserted into the shopping cart.The shopping list, made by the consumer, will be thendisplayed, with possibility of correction and confirmationin the touchscreens placed in strategic points of thestore. Once the order is confirmed, it will be sent to thewarehouse where the workers will do the packagings inspecial bags, ready for customer after a few minutes at thedesk. 16

MODI_multichannel retailProductsOne of the main goals of Modi retail is the selection of ones for some special people like business men. Theseproducts. It is possible to find different kind of goods products are luxury and well selected to satisfy the basicthat allow you to organize a perfect dinner for a special needs of most of the people. Based on the fact that theoccasion. In fact there you will find the appropriate MODI consumers are usually wealthy, the selected objectsthings to change a normal night to a romantic one. These are more expensive than the other existing supermarkets.products include food, drink, presents, sexy toys, music Modi also offers the oppurtunity to people to buy theirselection and all that can be useful for the unique night. required sexy toys without the need of going to a sexyThe range of products are limited to previously selected shop, if they don’t want to. 17

MODI_multichannel retailPhysical StoreThe physical store is designed for a locations position of the shelves is designed in a particularin a small, city center retail. The idea is giving way for Modi retail in order to avoid classicalthe opportunity for the people to do shoppng disposal of products. “Star” shaped disposal ofeasily and in a fast way. The interior is inspired shelves created also an interesting movementby a museum metaphor (like the whole store path allowing Modi customers to move troughconcept). The “exhibition” of the products take the store, in a easier and more effective way.place in a very minimalistic squares shelves. The18

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MODI_multichannel retailGraphicinterfaceswebsite & smartphone application 20

MODI_multichannel retailThe proliferation of devices and network alternativesis a challenge for service system designers. If a serviceproviders intended customers use different or multipledevices, the service must be designed to work with all ofthem. So MODI offers also to consumer an application forsmart phone, mobile phones and PDAs in order to haveother devices for enjoying new shopping experience.People don’t expect their service experiences to beidentical on PCs, phones, and PDAs, but they expectthem all to be satisfactory and to exhibit some level ofconsistency or predictability.The webpage offers to consumers the possibility to buyproducts and organizing special dinner online. The maincharacteristic is that always the consumers have expertchef suggestion to buy their goods to organize a veryspecial dinner trough the perfect combination of food,drink, music, sex stuff and so on...Also consumers have the possibility to chose the way totake their goods. They can chose to deliver their shoppingat their home or go in to the physical store to pick it up.That service is considered to help them (specially busyconsumers) who don’t have enough time to organize theirdinner and want to be free in their shopping experience. 21

MODI_multichannel retailiMODI is an application for iphone, smartphone, ipadand other phone devices that help consumer in their newshopping experience. The architecture and the system arequite similar to the webpage design, but in that case thisapplication offers other services and other design conformto the tipology of the devices.The way of working is quite simple, there are sevenspecial areas where consumers can find all they need.Another time consumer can do shopping in a veryalternative and intuitive way, always with an expertsuggestion and the possibility to organize the best dinnerevery time.So the idea is to have the “shop on your hand” andorganize your time in the best way. 22

MODI_multichannel retail best dinner Best dinner interface in this area you can organize yourchose your topic special dinner from five topic: romantic, hard/herotic, friends, countries, food. romantic hard/ herotic friends country by food The application (thanks expert chef) give you the best combination taste, Night description ambientation and sensation. A very easy way to organize very profetional and Poribus ulpa perios id quasped itatet meat menu next menu emotional dinner. vel mint quossim que rectorit veri blabor sunt omnia numquaerovit - Poribus ulpa periose Download menu The GUI is very easy to use haruptaturi sandistium quatet velliqui - Rectorit veri blabor sunt and in this part of the screen sam qui totat quid quaecab orendi - Onia numquaerovit haruptaturi consumer have all the time the beratem. Nam repersp ereperc hillici - Sandistium quatet control of seven item que sum endae sequiat. - Velliqui sam qui totat quid q Igenis velicim intust, ullabor eperum - Uaecab orendi beratem. Nam quunto occaborrum res doluptae - Repersp ereperc hillici que sum en porro dolorat quam quis earum nonse - Dae sequiat. re, quam fuga. Nempor apitas unt. - Igenis velicim int Dae pratibus con reprerendit et aut - Ust, ullabor eperum eosapicimus, sum iduntiatist, quis parchilit utemqui dipicius ut aut adis est restiuntur aceris re consedi aut unt el modis volendit raturestrum quas cullignatem exeruptas ut la quia sequia venis as doles que sum quo ipis min cum facit molupti orestem poresernat res estio. Illatioris exerrum adicillaut am nes magnamus etur? Quid quunt quas dolo cores asimus dolor aperitivo firs platestores special dinner expert suggest gift modi chatt modi card see cart stores best dinner expert suggest modi chat gi best seller modi card Home page here you have all the section of the application 23

iMODI nd store in the cityapplication develop stores oganizing your best dinner from ve tematic topics best dinner some expert che can help you to organizing the best dinner with profetional suggestion expert suggestion talk in the modi community to know other consumers impressions. modi chat you can choose some original girf for your special person from ve topic: sweet, sex, drink, music, cooking tool gi here you can fnd best seller and brand new prod- ucts. All is thinking to consumers easy way to make the shop best seller/brand new modi card in this section you have the possibility to organize your time and have all the modi card informations. Consumer enter with personal user name and passworld and here can see their pro le, card, last shops, organizing time...and so on.24

romantic hard/ herotic friends country by food meat vegetarianJohn Doe Hi, I’m John! Can I help you? John Doe Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed doModi cheff Posted 35 minutes ago eiusmod tempor incididunt ut labore et dolore magna aliqua. Call Maria Smith Video call Lorem ipsum dolor sit amet, Posted 46 minutes ago consectetur adipisicingfeedback +356 Add a comment Email Name Message special gift Post commentsweet sex drink music cooking toolProfile Card Cronologia organizing Profile Card Cronologia organizing Mr. Mario Rossi adress number Via Aldo Moro, 41 6734 7843 8783 3482 Milano (MI) - 8943 expiry date 10/2014 adress 2 info contactsProfile Card Cronology Organizing Profile Card Cronologia OrganizingLast shopping last mouth last week 200€ June 2010 work meeting girlfriend 18/10/10 Title 340€ 20/10/10 Title 650€ Mo Tu We Th Fr Sa Su 9.00 company project presentation 24/10/10 Title 289€ 12.00 brunc boss 05/11/10 Title 156€ 123415 15/11/10 Title 340€ 6 7 8 9 10 11 12 18.00 aperitivo 07/12/10 Title 13 14 15 16 17 18 19 20.00 20 21 20 23 24 25 26 27 28 29 30 25

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MODI_multichannel retailCompany anduser perspectiveUser’s perspectiveSpecific Target- Men and Women of 25 to 50 years old.- Companies or independents employees with high levelincome and busy.- They don’t have much free time or leisure but they feelfervid or passionate when they developed activities out ofprofessional or working fields.- Good social relationships, love events, being in couple orwith friends but not lonely.- When they decide to taste food or drinks they areselective and exclusive.- Use practical and fast solutions in daily life that’s whythey are technology lovers- Not Hedonism but they are convinced in investing intheir appearance as part of their success. 27

MODI_multichannel retailFrom general market to specific consumersThe chart below describes the context we choose fordeveloping our Product-service system. We analyze theactual situation and by this we could divided and chosethe best consumer profile in able to begin with the Productservice system design. Demographic segmentationMen and Woman Young adultsMarried or Single Phsycographic Behavioral segmentation segmentationHealth lifestyle Luxury lovers Invest in newexperiences and Open MInd Prefer Quality than products QuantityDescription of the Company: Market of different Ideas.Since personalized and authentic stores and retail spacesare changing, our company is trying to create day by day apersonal multichannel retail experience. We are searchingfor selective consumers, open minds that value the powerof a surprising present but also enjoy the situation andexperience of buying it.Mainly our company is in charge in conceiving theexperience but we also linked logistics and service executionin order to be successful. With an interdisciplinary designteam we go from trend analysis to see our audience needsto product exhibition and service distribution. “Is not what consumers are currently buying. In able to achieve a good consumer experience we are interested in how they buy and how they used what they buy” Consumer needs Experience Distribution Market Research Design Executing PSSD service standards28

MODI_multichannel retailBusiness model and stake holdersWe considered necessary to show the system design limitsin order to know what should be our first design aims andgoals. Knowing that this project is big and complex wedecided to focus in the PSSD experience showed in thechart graph below with the dotted circle. Graphic Design: Industrial Design:Web Design and communication Product Exhibition. strategies Interior Design and Architecture: Design of the interiors, space retail experience. External Financial Eyes wide shutAuditors and accountants Design Teamare in charge of checking Buisness Based Staff team 10 workers supporting the service our business activity administration for service. from 12:00 Am to 12:00pm month by month and financial Workers department 2 Customer Service. 2 Distributions 5 Packaging 1 security A distribution company Outsorucing Food and Local brands and that fits and used our distribution Products international brands delivery service suppliers send us big amounts ofcorporate identity and logo products to exhibit is in charge of deliveringthe product to users houses Inventory and stock department We keep the merchandize in a special stock space, to avoid weekly sending taxes and extra costsHow Is It Profitable: Core StrategyBy managing a general strategy that mixes high levelof sales and earnings by increasing products prices andcharging for advertising. This means our prices are moreexpensive because of the design experience, but our typeof target is proud of paying for this. Also products brandsand labels are going to be proud of advertising in ourwebsite and stores surfaces. We reduce costs by having few employees in the staffteam and working with outsourcing companies month bymonth.Consumer’s loyalty is important for us that’s why we aretrying to gain more consumers through different channelswith Web service promotions an subscriptions.Having a smart stock system and supplier’s partners wejust pay for what is sale. 29

MODI_multichannel retailSWOT analysis Strenght WeaknessFast, Diffrent and effort less method of buying presents Since our Market size is to small and specific we have the and food for occasions. risk of not beeing highly profitable all the year. High prices in products and articles .Offering a multichannel experience where products can be bought by 2 diffrent ways. Knowing that Modi is for special ocasions and events we are conscious its hard to sell all the days of the week Suggesting users what they need and should buy. Selling a big variety of products and articles for many situations. Opportunity ThreatManaging service assitence or consultancy for social Selling specific local products such as food can lead in events and ocassions. “We provide the right stuff ” price fluctuations. Developing New delivery scenarios. Expanding our stores to new cities. Beeing identified by new consumers like a company or brand that just sale food.Having new partnerships for products sales. Exclusive Joint Ventures. Inconstant business activity during the year. Is a threat that we dont sale the same amount of articles each month and day30

MODI_multichannel retailCompetitorsSubstitutes more than CompetitorsWhile many companies are focused in offering a narrowrange of products for specific situations and scenarios,Modi is trying to change market trend by mixing andcombining different products for a wide range of activities.Because of this we don’t have direct competitors inMilano, eventhought we have recognized some substitute’sstores and companies that sell food and products to givein special occasions as presents. They are not exactly thesame, but it’s better to have them closed for bench marking.More than Modi competitors is better to talk about Modisubstitutes because of the unique way to connect highquality food and sexy toys. Esperya can be a good example of Modi competitors, it is an online shop who sell entirely high quality products. The food it is seen not only as the satisfaction of a primary need, but as pleasant experience that can satisfy the desire of knowledge. In fact the products sold are taken from different places in Italy and so from different cultures. They preserve the product exclusively and originally by a team of experts. To be sold well, products are of limited distribution and virtually unknown to most people. . L’insolito is a sophisticated food shop who offers to customers special particular valuable food. Most of the products sold are characterized of high quality, accuracy of details and meticulous search of the unusual. They use to mix many types of food that usually it’s no mixed in the daily food experience, also prepare different kind of packaging presents. Peck is a Milanese gourmet food and gastronomy shop that include all the best quality food product as many kinds of wine and spirits, vinegar and oils, a great selection of meats and cheeses, pasta and sauces, and gift baskets. My yoyo is the first Italian brand dedicated entirely to the women private love life. The shop is situated in Milano, and propose luxury sexy stuff that goes from the lingerie to the sexy toys and the normal cosmetics. Sopraffino is a shop under construction who is going to sell all kinds of italian truffles and related products, genuine fish bottarga, colored and flavored pasta and special flavored honeys. Products are top quality and are mainly for luxury restaurants, shops and hotels. 31

MODI_multichannel retailCorporateidentity 32

MODI_multichannel retailLogo and corporate imageThe logo is quite simple, the shape is inspired by the formused in the interior that is taken from the museum concept.The logo has the attributes taken from the museum values:elegance and luxury. Also the tipography is affected by thisfeatures.other version 33

MODI_multichannel retailTipography Minion proThe tipography utilized for the logo anf the corporated abcdefghijklmnopqrstuvwxyzèòàùimage is the “century roman” with some modifivation. The ABCDEFGHIJKLMNOPQRSTUVsecond tipography is the “minion pro” utilized for some WXYZÈÒÀÙ1234567890 !”£$%&/applications, book and so on.CenturyabcdefghijklmnopqrstuvwxyzèòàùABCDEFGHIJKLMNOPQRSTUVWXYZÈÒÀÙ1234567890 !”£$%&/Corporative colors REDPANTONE 1795ECModi card34

MODI_multichannel retailsome applicationsMODI car 35

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MODI_multichannel retailScenariodevelopmentpersonas, storyboard Jacqueline Smith She is 29 years old and works in a global lawyer’s consultancy. She managed her working time between meetings and reports but this allow her to go out to have lunch with her working friends. Love to read thrillers and comedy. Enjoy going to restaurants, theater and movies. She like to spend time in shopping buying things for her house, clothe and some presents for her boyfriend. Probably in less than 1 year she will be married. She is not planning to have kids, because she is focused in developing her professional life, even though travelling and new experiences are what she like the most. Marco Ventura He is 27 and even though his age, he is the main product manager of a software development company. Due to his job, he knows many people from different fields. Likes party and enjoining new experiences. Soul rock, Techno and Blues are his favorites music rhythms, change is one of her life principles this is why dating and going to have dinner with different friends and women is one of her favorite plans. Zico and Francesca They have a 2 years long relationship. They meet in a concert because a friend introduces them. All Saturdays they go out to movies, picnics, and have some fun with friends. Loves shopping fashion and art, he is a well know artist and she works in the advertizing business. 37

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MODI_multichannel retail MODI your waythe faster way, the easier way 44