Unieuro Electronics Market
ABSTRACT
Workshop 04: Retail Experiences_Branding through Design
Project leader: Silvia Barbieri
Assistant: Raya Mustafa
Student: Padula Claudia
Group members: Padula Claudia, Anushree Biyani, Dhany Saballini
ABSTRACT The consumer electronic market is continuously dwindling in relativity of the shrinking economy. Unieuro, another consumer retail chain is facing the slashes of this continuously altering economy and lifestyle of people with nothing unique to offer to its consumers. To find a solution to the same, the company and its competitors were analyzed in terms of its offerings, consumers and consumer perception. Market trends and consumer insights were gained which helped us propose a new trend of consumption for people. The proposal was, ‘UniExpress’- an unique service that would allow people to rent consumer appliances that they desired, for just as long as they want. This service would be offered by an individual entity created by Unieuro. A loyalty program would bridge the two organizations fueling both with consumers and thus business. The proposal aims at fighting the limited liquidity now available with consumers to spend and yet quenching the desire for a better lifestyle.
KEYWORDS
Rental, Trend, Updated, Carefree, Loyalty
PROJECT DESCRIPTION
Research
UniEuro was born in Alba, in Piedmont, in 1967, with the opening of a store where they sold clothing and linens. The founder, Paul Farinetti, gives the name to the warehouse UniEuro in honor to Spinelli’s thinking that Europe would soon be united becoming one big market. The introduction of appliances is initially through a catalog in the early seventies, while the first four stores dedicated exclusively to household appliances date back to 1986.
UniEuro continues to expand. The expansion is then also through the franchise and in 1995 was acquired Trony, then sold to the buying group Gre.
In the second part of the nineties are opened numerous outlets, with the
Workshop 04: Retail Experiences_Branding through Design
Project leader: Silvia Barbieri
Assistant: Raya Mustafa
Student: Padula Claudia
Group members: Padula Claudia, Anushree Biyani, Dhany Saballini
ABSTRACT The consumer electronic market is continuously dwindling in relativity of the shrinking economy. Unieuro, another consumer retail chain is facing the slashes of this continuously altering economy and lifestyle of people with nothing unique to offer to its consumers. To find a solution to the same, the company and its competitors were analyzed in terms of its offerings, consumers and consumer perception. Market trends and consumer insights were gained which helped us propose a new trend of consumption for people. The proposal was, ‘UniExpress’- an unique service that would allow people to rent consumer appliances that they desired, for just as long as they want. This service would be offered by an individual entity created by Unieuro. A loyalty program would bridge the two organizations fueling both with consumers and thus business. The proposal aims at fighting the limited liquidity now available with consumers to spend and yet quenching the desire for a better lifestyle.
KEYWORDS
Rental, Trend, Updated, Carefree, Loyalty
PROJECT DESCRIPTION
Research
UniEuro was born in Alba, in Piedmont, in 1967, with the opening of a store where they sold clothing and linens. The founder, Paul Farinetti, gives the name to the warehouse UniEuro in honor to Spinelli’s thinking that Europe would soon be united becoming one big market. The introduction of appliances is initially through a catalog in the early seventies, while the first four stores dedicated exclusively to household appliances date back to 1986.
UniEuro continues to expand. The expansion is then also through the franchise and in 1995 was acquired Trony, then sold to the buying group Gre.
In the second part of the nineties are opened numerous outlets, with the