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-