— I haven’t quite been in a store that looks and feels like this before. In terms of customer journey, how do you measure ROI when these spaces are taking up real estate within the flagship store?
— This is a very good question, because art plays a very important role business-wise. It is one of the strongest pillars of the experience, because it creates emotion.
That is why, even in the renovated space upstairs, we decided to keep the gallery
И в продолжение:
— What KPIs do you use to measure how effective an exhibition has been in driving sales?
— Good question. We are quite obsessed with KPIs. One of them is, for sure, the conversion rate: the relationship between traffic and the number of transactions. Each time there is an exhibition, we see that this rate increases. This shows that there is a positive impact on business coming from art.
Traffic increases, and the quality of traffic also increases
Lessons in brand identity and customer experience with 10 Corso Como
