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Marketing, customer satisfaction and loyalty
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The magnet thing: visit at Poltrona Frau

Giving a touch of design to a store can be easier than you think. Do you remember the two examples (example 1, example 2) that we gave already?

Another example was provided by Poltrona Frau which opened in Brussels a store in collaboration with Baccarat. The store inheritates the design guidelines of Poltrona Frau, one of them being a giant vegetable wall in the middle of the store.

Mélanie Rigo, who is in charge of the communication for the Dominique Rigo group, was kind enough to allow me to take some pictures.

The good thing with this veggy wall is that it acts like a giant magnet that attracts customers unavoidably. From the entrance you can’t see really well what it is (the color is the attraction) but once you’re close to the wall you feel just amazed by all those little plants creating such a massive effect.


Advice for your marketing strategy

The advice is pretty much the same as the one we gave already when dealing with other examples. Your strategy, be it online or offline, must encompass a strategic element in its center that fosters the attraction. If you are in the offline business, this central element should be in the center of your point of sale or at the end. That way you give the customers an incentive to get in.

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Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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