This short presentation was part of a course at NYU Stern taken place at the SDA Bocconi School of Management in Milan, Italy in March 2013. It highlights attributes of brand retail experiences based on walking through the shopping districts of Milan and visiting flagship stores.

1. RETAIL FIELD SURVEY
NYU Stern | SDA Bocconi
Baptist | Langton | Lind | Nanasi | Venkateswar
Wednesday, March 20, 13

2. formato
shop within shop
adequate customer service
limited product assortment
corner
sub-par customer service
adequate product assortment
mono brand
good customer service
knowledgable
core product line
consistent with brand identity
multi brand
use of focal points
collection is on trend
runway inspired
flagship
varied customer service
varied product assortment
deep product knowledge
core brand essence
Wednesday, March 20, 13

3. “...un regalo per la mama...”
customization to luxury niche
great customer service
captures aspirational customer
fashion, not luxury
industrial
minimalistic
uninviting
inconsistent service
flow by product line vs brand essence
flagship and mono brand types
“a gift for mom”
Wednesday, March 20, 13

4. industrial
minimalist
uninviting
intentional
brutta esperienza
Wednesday, March 20, 13

5. white glove service
design:
absolute
aspirational
a c c e s s i b l e
superba esperienza
Wednesday, March 20, 13