Memorability as a premiumness driver
From a strategic point of view, Dedicated to You focuses on the concept of memorability, working very specifically on elevating a product conceived in a particular context to a premiumness concept.
An area has been marked out that generates value, both for the brand and for the individual products, because it offers objects made in Italy with great care, and which can be used again.
“We are also monitoring the post-sale stage, and we’ve received a lot of positive feedback, because the packaging features a series of details that define the premium experience, and when we talk about a premium experience, this applies to the whole process: the project chain is working on a one-to-one product, and on making the company – which usually reasons in terms of tonnes – think about the individual product and the care that goes into every detail”, she explains.
To create something memorable, the Dedicated to You team enlisted the assistance of a number of expert partners, including Alpenite, to make the project successful. “The very name of the project transmits its very high value, as do the graphics, starting from the construction of the website and the online user experience, as well as the creative nature of the packs. All this helps create something truly new, which cannot be compared with anything currently present on the market”, adds Pezzotta.
The aim has been to make the process memorable right from the start of the funnel, with an unprecedented online product configuration experience, through to the special unboxing moment, which is unusual for food products. The expectation effect is created and enhanced right from the early stages of the process, the minute the user enters the website, where the product does not yet exist: it must be created on demand. This intensifies the experience further, because it gives the user an idea of the quality that is on its way, offering them a special 3D preview of the object, personalised with all the details chosen by the user.