Arrital, among its strategic marketing objectives, intends to strengthen the current position in the market of medium-high end kitchens, but also to capture (listening, knowing, understanding) in advance how to target and attract the new consumers of the market of tomorrow: the Millennials generation.
Today market research, listening, sharing, but also brand engagement; tomorrow co-designing solutions, products, services for new consumers. Millennials born between the early 80s and 2000s are already 200 million in the world and 12 million just in Italy. They are “always on”, constantly connected with technology, they love to travel; they want to be involved and can become great ambassadors for the brand.
Arrital has been investigating this target for months, and with scholars, universities, and target communities, it is planning strategies and models of innovation for the future.