You are walking down the street, flanked bya row of shop windows like many others in the city... when your attention is caught by an unusual space beyond the glass: a mixture of curiosity and surprise urges you to look more closely. The appeal of the elegant spaces, the neat furnishings, the presence of interested people lead you to wonder what kind of store this is and so you decide to step inside. You are about to discover the most popular sales strategy of the moment: the Emotional Store.

To present the initiatives on the market, Compagnia Immobiliare Italiana uses innovative and technological tools, enclosed and presented in the project Showroom, rather than relying on traditional channels. Instead of directing end-users to anonymous agencies, the marketing and communication strategies implemented to promote a residential initiative refer to real stores, usually located near the construction site of the new development.

Through an immersive and emotional experience, which also adopts neuromarketing techniques, the end customer is accompanied on a journey of discovery of the residential project and the new home. With a variety of experiences, from the tactile material library to visual augmented reality and the digital desk, the customer is guided along a path to get to know the initiative, also thanks to the support of Product Specialist Consultants able to answer all questions and enquiries. Depending on the characteristics of value, architecture and target, each project is proposedon the market through launch initiatives consisting of different phases: from the teaser, aimed at arousing the public’s curiosity, to the first launch campaign, followed by any relaunches already established and planned in the strategy phase.

Each phase is accompanied by promotional initiatives aimed at increasing the value of the operation perceived by the end-user, who is thus incited to act: these are economic enticements, already calculated in advance, with the aim of attracting greater public interest so as to accelerate sales times and cancel unsold items.