Consumer journey optimization for a leading sports shoe and clothing manufacturer

The client commissioned DI Experts to further develop the store concept for a community concept store in Milan in an inspiring way and to optimize the customer journey with the help of innovative touchpoints and digital solutions.

A global sports shoe and clothing manufacturer planned to open a community concept store on around 300 m² of retail space over three floors in Milan's city center. The store was to become a hotspot for local customers, artists and community events. The company recognized the importance of digital technologies in retail, but needed a sound assessment of where technology would create real added value and where it would be merely decorative.

DI Experts carried out a comprehensive site inspection in Milan and conducted a detailed analysis of the layout, visual axes and digital solutions already planned. Based on the findings, DI Experts created a consumer journey report that clearly identified essential touchpoints as must-haves and potential no-gos in the store design. Finally, DI Experts presented the objective recommendations to the project team.

The consumer journey report provided the client with practical recommendations for optimizing the store experience. In accompanying workshops and feedback sessions, DI Experts supported the project team with the concrete implementation. Since the opening in May 2022, visitors have benefited from personalized service offerings, interactive screens, live streaming stations, collaborations with local artists and radio stations as well as the flexible use of the basement as a skate park.