Rusticae ‘charming hotels’

14 Jun 2011 icocase studies
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Our client, Rusticae, is a hotel-quality club which has more than 200 hotels with a field-and-town character in which unforgettable experiences can be gathered. The company’s motto perfectly defines its activity: Rusticae ‘The goodlife company’. Rusticae competitiveness is directly associated with the capacity of attracting the ‘best charming hotels’ in the areas where it operates; this is why it is...

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  • (Español) Creamos nuevos productos que son superventas

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    (Español) Creamos nuevos productos que son superventas

  • noticias

    Crear experiencias de uso dentro de las sucursales bancarias

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    Nonfinancial product’s sale in the banking branches

    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,...

  • Consumo

    Low Cost, High Value

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    The most important innovation in recent years

    As an expert, I am often asked about ‘the most important innovation in recent years’, understood as business model innovation instead of research and development. This is a complex question which has more than one...

  • Consumo

    Managing shortage

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    La sobre oferta de productos y servicios se ha instalado en nuestros mercados

    As a result of the sudden appearance of economic recession, the over supply of products and services has settled in our markets. Companies have had to adapt their strategies quickly in order to live and...

Roberto Verino, redefining the value and the opportunity territory of a brand

5 Jun 2011 icocase studies
Roberto-Verino

It is not always the case that a prestigious brand active in the market coincides at the same time with a physical person and its vital course in time by means of an excellent product offer and retail model; on the contrary, today numerous brands have become marketing constructions developed as time went by or adapted to a specific time....

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Low Cost, High Value

5 Jun 2011 106 Com.   icoConsumo
low_cost

As an expert, I am often asked about ‘the most important innovation in recent years’, understood as business model innovation instead of research and development. This is a complex question which has more than one answer. My choice is particularly clear; probably one of the best innovations has one of the worst names: Low Cost. Many of us have discovered...

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Desire and Consumption. How are purchases decided?

1 Jun 2011 25 Com.   icoConsumo
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‘Desire works like the wind. Without apparent effort. If the sails are spread, it will drag us at breakneck speed. If doors or windows are closed, it will hit for a while in search of cracks or grooves that will allow it to percolate. The desire associated with an object of desire condemns us to it. But there is another...

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Managing shortage

3 May 2011 14 Com.   icoConsumo
rebajas

As a result of the sudden appearance of economic recession, the over supply of products and services has settled in our markets. Companies have had to adapt their strategies quickly in order to live and compete with one another in a state of ‘crisis’: shorter productive series, less real value, more reduced margins, alliances at a disadvantage with respect to...

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Hot Secret

21 Apr 11 icocase studies
New category for Women’s Secret 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...

Redefining a retail model: Imaginarium

10 Apr 11 icocase studies
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...

How to reposition a classic? "El Casco"

9 Apr 11 icocase studies
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...

Power to retailers!!!

15 Mar 11 5904   icoConsumo
I will not deny that I am especially fond of companies framed within the concept of retail. As with many other novel concepts, there are numerous interpretations of it; the Oxford Dictionary of Business reads: a retailer is a ‘distributor which sells goods and services to consumers. There are three categories of retailers: multiple shops,...

The thin red line

1 Mar 11 11   icoretail
Have you ever wondered why some brands stand the test of time in a better way than others? Or... why do some brands constitute the base for a wide product diversification while others can only bear only one reference? Finally, why do some brands constitute the entrance to a wide user’s experience and retail model while others have remained as an old relic?

When a good product can create a category

24 Feb 11 icocase studies
Comodynes: from the make-up remover napkin to practical cosmetics. 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....

From mass consumption codes to the small electrical appliance and cosmetics

5 Feb 11 icocase studies
Ambience home design for Reckitt Benckiser. 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...

From “made in Spain” to “thought in Spain”

16 Jan 11 9   icoEmpresa
In the 70’s and 80’s Europe was undergoing a period of strong industrial development and expansion, and the Spanish way of life was not too well perceived by our European neighbors. Today, on the other hand, with a well-developed industrial sector and a focus on services, Spain is admired and envied. Industrial products such as...

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(Español) En Loop trabajamos para que nuestros clientes de los sectores de Banca y Retail aumenten el tráfico de sus establecimientos y eleven sus tickets medios a través de soluciones innovadores que pueden influir en las distintas fases del proceso de producción, distribución y comercialización.

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