Imagine a biscuit factory from the early 1900s. Think of the rustic environment, the ingredients being prepared, the dosage of each product separated and inserted into the dough, the filling. It was in such a scenario that the National Biscuit Company, Nabisco, came up with a special recipe that conquered the world: the Oreo cookie. Back then, Oreos were sold in cans and cost just 25 cents.
Now, this old factory, where the delicious invention was born, has been transformed into Chelsea Market, one of the largest gastronomy markets in the world. Interestingly, the ability to sharpen the human senses, so present in the biscuit factory era, is one of the great secrets to the success of this establishment.
Commenting on this example of ‘Nostalgia Marketing’, which appeals to historical elements and consumers’ memories to create an emotional connection with the public, is João Ricardo, CEO of All Hands Educação, a partner of the IRRAH group, a Brazilian company that develops technological solutions for the retail sector. For him, this approach can be followed by any enterprise, with great chances of success.
“It is a place full of history, which associates tradition, quality and authenticity with the brands present there. It’s an interesting strategy and one that has actually been very successful, as the place is known all over the world and has become a tourist spot in New York City”, says the expert.
According to João Ricardo, the history of Chelsea Market penetrates every brick. The property, on 9th Avenue, keeps memories of the region where it is located, the Meatpacking District, an industrial area of meatpacking plants and factories. The revitalization of the entire site in the 90s did not dilute the industrial features and warehouse appearance, but turned the property into a contemporary time warp. Today, Chelsea is a route for great chefs and those who enjoy good menus. There are more than 60 stores offering fresh products ready to be tasted with all your senses, right there.
“The market does what needs to be done with quality, maintaining the basics, but very well done. See, how many times have you seen Gucci revamp their brand? Maybe they change some processes or products, that’s all. What Chelsea Market teaches us is that it maintains the story behind the business. If this is clear, innovation will only contribute to this”, highlights Miriã Plens, CMO of the IRRAH Group, who seeks to be on top of the latest trends in behavior, consumption and innovations in service.
Delivering quickly is another virtue of the New York market. This market takes the hassle out of the journey and provides the public with high-quality products, ready to be enjoyed without long waits. In e-commerce, fast delivery has become even more relevant during the pandemic, with ultra-fast deliveries being a key criterion for consumers when choosing products online. According to Capterra, a software comparison platform from the Gartner group, more than two thirds (73%) of people who make purchases online consider this type of service essential, even surpassing factors such as price and service.
“Everything that takes time is replaced by technology. At Chelsea, everything is ready to be picked up and taken away. This speed is something we need in our business today. Customers have less time than money. Therefore, it is crucial to make their lives easier, which means reducing the effort required to purchase our product”, highlights João.
And so, inspired by the way biscuits were produced in the 1900s, the old-new market warehouse inspires innovation. If you go to New York, visit Chelsea Market. It is located at 75 9th Avenue, between 15th and 16th Streets, Manhattan. Open from Monday to Saturday, from 7am to 9pm; on Sundays, from 8am to 7pm. Entry is free.
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