Meet Manlio Romanelli, President at Brand Engagement Company: M-Cube

Established in 2001, M-Cube’s range of services create personalised customer journeys by bringing the advantages of the online world into the physical stores.

At M-Cube we are a leading In-Store Digital Engagement solution, offering an extensive portfolio that ranges from in-store radio to digital signage, interactivity, and mobile apps. We develop innovative digital designs to improve service, engagement, customer retention and communication within the retail industry.

We pride ourselves on our ability to recognise and harness the internet’s potential as a digital content distribution vehicle to different points of sale to enhance the customer’s purchasing experience and make it dynamic and engaging. This ability has given us a competitive edge in the market for over 20 years, resulting in us being a global leader in the retail digital solution sector.

What do you think makes this company unique?

One thing that makes us unique is the technology we use to create our experiences. From immersive rooms to digital mirrors, to social walls and smart tables, we use a range of highly advanced devices that can evoke the consumer’s empathy and emotional participation.

For example, at our recent Dolce & Gabbana immersive room, our purpose was to adapt multiple aspects of the brand to maximise the immersion for the customer. To do this effectively, we needed to use LED light technology as it is the only technology with the versatility to evoke these emotions. Similarly, we created an all-encompassing customer experience with the use of Dolby audio systems.

Our use of technology is what allows us to create unmatched atmospheres that house an abundance of creative ideas and interact with customer’s emotions.

Another important aspect of our brand that differentiates us from others is that we provide a complete end-to-end service. We design, implement and then manage the entire customised solution, taking the entire legwork from our clients hands. Not only does this give our clients peace of mind, but ensures each client has a personalised brand engagement solution, one that can be easily replicated if needed. This is what makes us truly unique.

How has the company evolved over the last couple of years?

As mentioned, we have seen consumer’s expectations change dramatically and this change is set to continue. It’s becoming increasingly important to create a high-impact communication channel to foster stronger, long-lasting relationships with your customers.

This has led us to adapt the different technologies we use to create powerful immersive experiences to provide the end customer with. By focusing on ‘hyper personalisation’ technology, for example, we can create customised experiences for consumers while collecting data about the end result. This, in turn, fuels even better engagement for the next time. Every customer is unique and will have different tastes. It is our job to provide them with platforms that offer a personalised experience. The past three years have seen us creating the technology that can enable this.

What can we hope to see from M-Cube in the future?

Currently we are operating in 107 countries with offices across Italy, France, Belgium, the Netherlands, Spain, the United Kingdom, Germany and Asia. Our audiovisual content broadcasting devices are installed in over 55,000 points of sale with 450 client brands, 80 of which are in the luxury sector. We hope to continue expanding this output and finding new ways to target consumers.

As a global player in the market, a large objective of ours is to offer digital solutions capable of predicting the trends and changes of the time, to maximise our client brands’ success and have a positive impact on consumers.

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