The long-established Italian multinational and Alpenite challenge the rules of e-commerce to create a personalised, customizable online purchasing experience.
Alpenite and Vulcano Agency accompany Barilla into a new customisation era, with the “Dedicated to You” project.
“Dedicated to You” is a direct-to-customer hyperpersonalisation project and an innovative, always-on e-commerce platform through which users have the opportunity to create and purchase packs of their favourite Mulino Bianco and Pan di Stelle products and personalise them with a name, dedication and photo, with dozens of graphic options to choose from.
The consumer is thus able to devise their own product, establishing a new connection with the two love brands in the bakery sector.
The purpose of the project is clearly focused on the User Experience.
Personalisation is the distinctive and enabling element of the entire browsing experience, thanks to a real-time 3D configurator that allows the user to “touch” their purchase, checking even the smallest details and thus guaranteeing the smart design of all the elements that can be personalised.
“Dedicated to You” is a complex, ambitious challenge that confirms Alpenite as one of the main enablers of the digital transformation on the Italian e-commerce scene, also thanks to its capabilities that cut across the development of process design, user experience and product fulfilment, all supported by the potential of the Adobe platform with Magento Commerce pro.
“Business results are certainly important, but the series of innovations and the different KPIs are the real challenge: no one was able to do something like this before and the beauty is that we are building it day after day, together”
Laura Pezzotta, Head of Barilla’s Personalization Unit