There have always been cases of products that exceed the dimension they were created for and are transported to a category of icons beyond their function, simply as a result of being objects.  They are products which have become part of our lives’ imaginary and they constitute an active component of our culture. The fact that most of these products...

When we participated in the redefinition of the strategy of the well-known toy retailer Imaginarium, the first thing we did was define an opportunity ‘umbrella’ that would broaden the company’s field of action. With this purpose and after carrying out several processes of analysis of the existing knowledge of its structures (Knowledge Stock), contrasting them with their strategic plan and...

One of the attitudes that define retailers consists of constantly thinking about products and services which can give satisfaction and solution to their target clients’ needs. On the basis of this pattern of action, the launching cadence of new proposals is usually higher than that of products launched by companies without direct access to the channel. A clear objective of...

There are products that emerge to satisfy a specific need but they do it with such distinction and strength that they become the origin of the creation of a new category of products worldwide. Comodynes was conceived as a make-up remover napkin developed by Dermofarm laboratories. Its function consisted of providing the facial make-up removing process with functionality and convenience;...

If we have to define the four retail keys, those concepts that all the models independently look for the sector in which they operate, they would probably be: increase the traffic, elevate the average ticket, customer’s loyalty and establishing a multi-channel experience with him. Increase the traffic, as the concept indicates, consists on more people (objective customers) been able to...

 Sometimes, the great innovations that appear in the market, managed to set new consumption fashions that do not respond to the previously established habits nor to the consumers’ tradition but, despite their conceptual force, they managed to commercially succeed. A clear example of this, is the coffee and the triumph of the mono-doses concept. Regarding coffee, the south of Europe...

Our homes are swamped by offers of new products; the borderline between naturalizing their consumption and turning them into a single-use gadget is weak and very thin. The success attained by the fact that this type of products may not turn into a fast and fleeting consumption gadget depends on its holistic conceptualization:  Treating the business model, the product conception,...

Sewing has come into fashion | Basque Newspaper’s Comment There are some products that form part of our lives’ imaginary and that have a great evoking power; one of them, w ithout doubt, is “the sewing machine” and within its brands, Alfa is the most important one; the advertising spots are still sounding, today Alfa is one of the most...

Sintal is a SME located in the locality of Estella (Navarra), the company initiated its activity making television antennas: the typical ones that covered the houses’ tile roofs and conformed many cities and localities’ landscape. In response to the TV antennas market, Sintal equipped itself with a productive and technological structure based on a cold outlining of steel lamina, depending...

  There are stereotyped and consolidated products within our society and consumption habits that have become a referral in our lives. This is a great competitive advantage for these products’ survival since they are naturalized at the consumption moment, but at the same time they enormously condition their evolution. It is difficult for them to disappear but they can hardly...