CUSTOMER VALUE-DRIVEN APPROACH

The crucial factor in searches can no longer be found in the price, but in the uniqueness of the Real Estate product that meets the consumer’s needs. What drives human behaviour today is value (value-driven). We are increasingly focusing on sweeping aside the superfluous, searching for an experience that aims at exclusivity.

Users are constantly looking for products and content that tell stories. The customer’s purchase path – from the first contact with the Real Estate product, through the digital configuration of their apartment,to the online purchase – must be carefully considered. The physical retail space, constructed in keeping with the online experience, meets the consumer’s needs by aligning the product itself with the user’s expectations. This can only happen when customer and brand interact within a so-called “phygital” experience, i.e. without interruption between the physical and digital worlds.

 DIGITAL RETAIL FOR REAL ESTATE

The digital trend has revolutionised the way we live, work and play. In Real Estate this trend is no different, as technology is becoming ever more advanced to offer buyers and Real Estate agents alike a better experience. This therefore calls fornew strategies and a redesign of the necessary tools: hardware and software.

In each Digital Concept Store, the customer has a holistic experience: a fluid narrative implemented through the shared use of cross-functional professional skills,market insights and crucial technologies. From VirtualPhotos and Short Films to Virtual Reality and the Materioteca, the customer willbe guided through a tailor-made storytelling process, for a unique immersive experience that bridges the physical and the virtual.

Architectural and engineering experience and interior design expertise come together in the technological solutions of different concept stores that characterise each real estate initiative.  

Physical retail spaces designed to provide the user with maximum awareness of the architectural design, with the help of sales managers.

Dynamic, carefully researched pathways using neuroscientific studies in all media channels made available for the sale of the real estate project. This is possible if the customer journey is modelled without interruptions: a balanced and continuously monitored pathway during all communication touchpoints with the end consumer.

Countless sensory stimuli alternate the phygital experience within retail spaces, through continuously updated hardwareand software technologies, including Digital Desk, Digital Totem and Digital Dashboard. Real design elements, which at the same time help to manage and monitor the business process.

PHYGITAL EXPERIENCE

Retail showrooms use virtual tools to give buyers the opportunity to subject their home to a pre-assessment. Interactions in Digital Concept stores are continued in online e-commerce, where the apartment can be configured from start to finish online, by customising choices of materials, finishes and furnishings –all at the click of a button.

Whether making an estimate or booking an appointment in the exclusive physical Showroom through online or offline purchases, the experience of purchasing a property will no longer be strictly physical or digital, but interconnected.

Digital Concept Stores return Big Data continuously updated with respect to buyers’ behaviour and interests thanks to the hardware & software technologies present. It will thus be possible to identify trends and user preferences to constantly adapt thebuying experience within Digital Concept Stores and modify one’s business strategies in development.