A place designed to promote a unique experience, combining innovation, technology, and sustainability.
This is the proposal of Altenburg Experience, the new store from the century-old company based in Santa Catarina, which opened on Tuesday, the 18th, at Balneário Shopping in Balneário Camboriú.
With 16 single-brand stores across Brazil and its first franchise opened in May, the new project is considered a reference in the company’s retail journey, featuring cutting-edge technology and seven customer experience points. “The idea is to go beyond displaying and selling products in our stores. We want to create an emotional connection with people, bringing them closer to the manufacturing processes, our mission, and our purpose,” emphasizes Fabrício Juvêncio, retail manager at Altenburg.
Visitors to the store can be impacted—and surprised—in various ways. With a modern and minimalist design, the space features special lighting resources activated by customer interaction with a self-service kiosk, signaling where certain items are located in the point of sale (POS). This initiative is part of the “Lab” area, where customers can customize the ideal pillow according to their preferences and needs and take it home immediately.
“This is a project with Altenburg’s DNA, built on the premise of good sleep. In addition to our more than 50 types of pillows, customers can create their own pillow, meeting their specific needs and preferences,” explains Fabrício Juvêncio.
Sustainability: Altenburg’s Commitment to the Future
At Altenburg Experience, the company demonstrates how socio-environmental responsibility is embedded in the core of the business. The theme is present in initiatives ranging from clear communication about the reuse of fibers to the existence of a collection point for used comforters and pillows.
Otávio Correa de Arruda, Altenburg’s brand manager, involved in the conceptualization and execution of the model store, comments: “For us, innovation and sustainability go hand in hand. Whether in creating new products, opening stores, or carrying out marketing initiatives, we optimize resources and enhance results.” The space for collecting items was fully customized, focusing on reverse logistics and optimizing the production chain. “The products will be transformed, reintegrated into the market, and all the income will be redirected to socio-environmental projects,” points out Altenburg’s brand manager.
Recent data from the Brazilian Textile Industry Association (ABIT) reveal that only 1% of discarded textiles in the country are recycled, highlighting the urgency of initiatives like the company’s. Tiago Altenburg, president, emphasizes the significance of this opening. “Altenburg Experience is a store that will serve as a model for us and our franchisees. It represents the perfect integration of customer experience, sustainability, and innovation, as the well-being we advocate extends beyond our products,” he emphasizes.
Architecture and Technology Connected
Altenburg Experience is a project that translates the essence of the brand. With sensory spaces, it guides customers on an individualized shopping journey. Lighting, ambiance, welcoming tones, a lab, and a virtual assistant that uses artificial intelligence to present product benefits and help consumers find their best choice.
“These attributes reinforce the idea of good sleep and emphasize quality through our products. We want to expand the journey with the brand, increasing touchpoints, and for that, in addition to the technology invested in our products, we also bring a complex study of human behavior and the growing emphasis on well-being architecture. The project was developed to promote coziness and stimulate a sense of tranquility in the environment, making the daily routine lighter. We know that humans are adaptable, so the environment influences their behavior. Our senses are like sensors that activate depending on the distribution of an environment—colors, smells, and noises are the main triggers that evoke first sensations, whether positive or negative,” adds Fabrício Juvêncio, retail manager at Altenburg.
The value of well-being is increasingly becoming a commodity today. According to the World Happiness Report, sponsored by the United Nations (UN) and conducted by Gallup World Poll, among the various factors that can influence happiness, a key point in the countries at the top of the rankings is the value placed on well-being. Last year, Brazil climbed five spots in the report, reaching 44th place among 143 participants. Among South American countries, Brazil only ranks behind Uruguay (26) and Chile (38).
