“OMNIAGLASS 4.0 – Omni-channel and industry 4.0 promotion strategy, for the export of Murano glass”
The Omniaglass 4.0 project sees the organization in ATI, three historic companies in the production of Murano Artistic Glass, all based on the island. Their offer to the markets of high craftsmanship creations is complementary and not superimposable: lighting (Seguso Gianni), sculptures (Zanetti) and glasses (Nason Moretti). The companies have embarked on this common project to strengthen their presence in three strategic foreign markets for their exports: USA, Russia and the Arabian Peninsula.The Omniaglass 4.0 internationalization strategy focuses on the use of innovative tools and channels for the promotion and communication of their brands, products and creative processes to the target markets to achieve them.
Tools such as: virtual reality with related viewers (VR), 3d holographic displays (D3D), e-commerce platforms (E-C) and digital promotion channels (DP) are used to effectively supervise every point of contact. (at the fair, in the company, at its distributors / partners and online) with buyers and final customers, within an organic omni-channel strategy.
Feasibility studies and market analyzes will be carried out, followed by the export plan. For the company Nason Moretti (Moretti for the sake of brevity) and Seguso Gianni (Seguso for the sake of brevity), the study and design of new product lines, already identified, with innovative characteristics for the Murano glass sector is also envisaged.
The digital channels will be used to convey B2B and B2C interlocutors to the Fairs of interest and to generate attention to the brands and products before, during and after their execution.
In the Fairs the products will be exhibited not only traditionally but also through 3D holographic displays to virtually present the products, without requiring large spaces and important investments. Through VR viewers the creative processes will be illustrated with a highly effective hyper-realistic effect involving the interlocutors as if they were in the furnace alongside the masters, with a high return in terms of cost / effectiveness of the presence at the Fair.
After the Fair, the loyalty program will be completed at the company headquarters with the presentation of physical products. Visitors to the fairs and a wider pool of buyers will be involved in incoming initiatives, using virtual reality applications on digital channels and at their distributors.
ASSE 3 “Competitiveness of the production systems”
ACTION 3.4.1 “Export promotion projects intended for companies and their aggregate forms identified on a territorial or sectoral basis”