Naturasì – A new retail experience.

Challenge

This project aims to transform NaturaSì’s retail experience by viewing it as a dynamic ecosystem rather than a confined space. By identifying innovation opportunities in a competitive market, we seek to redefine customer engagement with NaturaSì’s offerings.

Solution

The solution transforms NaturaSì’s retail experience by creating a community around shared hydroponic gardens at each store. A dedicated in-store garden room with a hydroponic wall and seating encourages social interaction. Customers can customize plant nutrients and attend workshops on plant care.

My role

The process was highly collaborative. We split into pairs to discuss topics and then merged ideas as a group. For tasks like market research, we divided the work to gather diverse insights. Our international team brought valuable perspectives from different cultures.

2021

Politecnico di Milano

topic

Business innovation, 
Market research

with

W. Bai, M. Cahill,
Y. Chen, 
J. Griguol, M. Sciortino

Brand and market analysis.

We analyzed the Bio market in Italy and current trends, examined Naturasì’s services, and visited stores to compare the shopping experience with competitors. This overview led to a Kano model highlighting the shop’s values, characteristics, and potential.

Current Naturasì's meaning.

After exploring Naturasì Brand, we analyzed competitors and drew inspiration from societal trends. Using class tools, we synthesized this information to define clear conclusions and design requirements, shifting from facts to abstract meanings and offering informed, personal interpretations.

A new meaning.

With four distinct imaginations, we first aligned on industry drivers.
This allowed us to define a new brand meaning, encapsulated in our manifesto as ‘Do it together.

Innovation of solution.

With our new meaning defined, we initially proposed a dual solution of a community garden and kitchen. However, it proved too complex and risked diluting our meaning. We then focused on the garden alone, which better promoted active experience, collaboration, and relationships. We designed an innovative in-store and online hydroponic gardening experience.

Incubment and innovator brands.

We began by conducting individual research to identify key players in the market, distinguishing between incumbent and innovative brands. We chose “Fico” as an innovator for its engaging approach to grocery shopping and “Cortilia” as an incumbent for its focus on quality and efficiency. Following this, we gathered data on these brands and then collaborated to share insights and refine our understanding of their innovations.

Competitors analysis

We explored both European and Chinese markets to identify direct competitors and adjacent brands that reflect Naturasì’s values, such as plastic-free packaging and zero-waste cooking. We examined innovative brands with unique approaches to promoting their values.