Store Ambience
In most cases ice cream parlors do not have to offer too much space to sit, since ice cream is by nature a take-away product. Many people who sit down at the store are not consuming ice cream, but rather waffles and crêpes, since all providers, except for Nannarella, offer other sweets as well. This fact is reflected by our online customer survey. Out of all people surveyed, 80 per cent viewed store ambience as only“ somewhat important” or they had a“ neutral” attitude towards it. Clearly, the store should be inviting and catching one’ s attention immediately. But as a matter of fact, the store ambience is not of utmost importance for consumers.
Beginning with Nannarella, the customer knows that the consumption of ice cream is only possible out of the store, due to the lack of space inside the parlor. All the other three ice cream stores offer places to sit to consume the ice cream. The Santini and Artisani stores in Baixa and São Bento provide the most space, whereas the space to sit inside Amorino is rather small. The Artisani parlor in São Bento and the Amorino store in Baixa both provide seats outside, whereas the Santini shop in Baixa only has tables and seats inside. However, Santini in Belém provides tables and seats out of the store as well.
All competitors have a distinctive shop design that customers will remember and associate with the brand.
Amorino’ s store design has a brown and black tone, reflecting a feeling of warmth and familiarity, a place to calm down. Its logo of the little angel eating ice cream strengthens intimacy and confidence. It makes Amorino appear like an enchanted place, a place to enjoy the adventure to come.
Santini’ s store is designed in alternating red and white stripes. The colors immediately call the attention of potential customers. Santini’ s store is very bright compared to Amorino’ s. Instead of intimacy, one experiences clarity. The message Santini is trying to con-