{"id":17395,"date":"2016-03-02T00:00:00","date_gmt":"2016-03-02T00:00:00","guid":{"rendered":"https:\/\/www.bbs.unibo.it\/be-a-leader-learning-from-leaders\/"},"modified":"2020-02-28T14:22:27","modified_gmt":"2020-02-28T14:22:27","slug":"be-a-leader-learning-from-leaders","status":"publish","type":"post","link":"https:\/\/www.bbs.unibo.it\/en\/be-a-leader-learning-from-leaders\/","title":{"rendered":"BE A LEADER, LEARNING FROM LEADERS"},"content":{"rendered":"

It\u2019s time for BBS International Marketing Communication and New Media<\/a> students to experience, hands-on, how retailers develop innovative in-store marketing communication strategies.<\/p>\n

<\/p>\n

The BBS retail tour, organized by Professor Marco Repezza<\/strong> for his Trade Marketing class<\/strong>, with the collaboration of top national and international retailers, was a real \u201cstore tour\u201d. \u00a0Immersing students in the best practices of retail and trade marketing, It demonstrated how modern retailers engage their customers through different promotional and communication channels, utilizing an omnichannel corporate strategy.<\/p>\n

Our first stop: METRO Cash&Carry<\/strong>.\u00a0 METRO, the international leader of the Cash&Carry channel, has recently renovated its first store, right here in Bologna (Castel Maggiore), based on a revolutionary new store concept. \u00a0Organized in \u201cworlds\u201d to satisfy the specific needs of its target clients, It is narrowly focused on Ho.Re.Ca professionals (Hotel, Restaurants & Catering). The new Metro 3.0 strategy was outlined to BBS students by the knowledgeable Store Director, Luca Ratti, and centers on the importance of service and relationship with professional clients: \u00a0\u201cPut the customer at the center, also within the self-service environment, and build the store and service around that\u201d. At the end of the visit, Metro\u2019s chef offered BBS students a sweet taste of Italian hospitality. Well done, METRO!<\/p>\n

ESSELUNGA<\/strong>, one of Europe\u2019s leading retail chains, was our second stop. ESSELUNGA Superstore\u2019s performance \u201cmonster\u201d in Casalecchio Meridiana gave students a \u00a0real lesson in serious and profitable retail. Professor Marco Repezza and ESSELUNGA\u2019s experienced Sales Director, Filippo Rivolta, guided the BBC students through the store layout, explaining the elegant logic of ESSELUNGA\u2019s category management system, and how retailers, by offering consumers an optimum product selection, can create an unequalled shopping experience. The store included modern shopping systems like self-scanning, self-payment, self- checkout, and the latest integration of the ESSELUNGA mobile app that allows the consumers to build their own personalized promotional plan. Once again: the customer shopping experience is at the center. Hat\u2019s off to ESSELUNGA.<\/p>\n

The BBS tour concluded with a visit to an Italian \u201cretail gem\u201d, Italy\u2019s leading specialist in the automotive category: BEP\u2019S<\/strong> (Via Stalingrado, Bologna), an innovative, upscale and entertaining store concept \u2026unique in the world. The stunning store exterior strongly communicates BEP\u2019S\u2019 clear positioning: an overarching passion for cars, motorbikes, and vehicles in general. The BBS tour was guided by BEP\u2019S\u2019 enthusiastic Store Manager, Annalisa, who immersed the students in a true customer experience in the car and bike world. Architecture, shelves, colors, lights, music, videos\u2026 the departments are intelligently organized to offer integrated customer solutions (products and services, including an installation center) for any vehicular need in a dramatic \u201cpit-stop\u201d \u00a0atmosphere, where one expects to find Valentino Rossi or Vin Diesel just around the shelf corner. Not enough? BEP\u2019S integrates its wide and deep assortment with its e-commerce and promises consumers the same experience, on-line.<\/p>\n

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Special thanks to<\/p>\n

METRO Italia Cash&Carry\u00a0<\/em><\/a><\/p>\n

ESSELUNGA Spa\u00a0<\/em><\/a><\/p>\n

BEP\u2019S srl\u00a0<\/em><\/a><\/p>\n

 <\/p>\n

\"DSC_0167\"<\/a>\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0\u00a0\"DSC_0352\"<\/p>\n

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It\u2019s time for BBS International Marketing Communication and New Media students to experience, hands-on, how retailers develop innovative in-store marketing communication strategies.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[92],"tags":[],"rubrica":[],"class_list":["post-17395","post","type-post","status-publish","format-standard","hentry","category-news-en"],"acf":[],"yoast_head":"\nBE A LEADER, LEARNING FROM LEADERS | BBS<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.bbs.unibo.it\/en\/be-a-leader-learning-from-leaders\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"BE A LEADER, LEARNING 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