DIVINO project on the international markets is a research project funded under the call “Industria 2015 Bando Nuove Tecnologie per il Made in Italy”. The project aims to develop an innovative distribution format, dedicated to Italian wine, to be offered on the international market “consumer”. The innovation of distribution formula passes through the strengthening of the same chain, focusing at enhancing the historical and cultural context of a typical product of the Made in Italy. DIVINO intends to design and implement a technology customer management (pre and post-sale) based on a Customer Relationship Management (CRM), which will build interaction systems tailored to listen and learn about the customer base, encourage interaction with the same (cooperating in the definition of the value proposition), increase customer satisfaction and loyalty. This technological innovation has its foundation in the shift from a “product-centric” approach, mainly based on the quality of the products and services offered, to a “customer-centric” approach, where the heart of business strategies focused on the customer.

The aim of the project is to create an innovative marketing intelligence, after having done a careful analysis of the specific and distinctive features of a typical product of Made in Italy which is the wine. The analysis of the customer information continuously¬†collected ¬†should allow an efficient adaptation of the marketing communication depending on the target, made easier and cheaper through the development of innovative software “value bundles” able to adapt the multimedia and sensory message using a digital library. The instruments described above will be used to design and develop innovative distribution formats that are able to highlight and protect the identity of Italian wine abroad, emphasizing the distinctiveness and uniqueness of the sensory characteristics deriving from the high production variety.

More info about the resulting platform can be found here.


SAG Publications

Danilo Croce, Francesco Garzoli, Marco Montesi, Diego De Cao, Roberto Basili (2013): Enabling Advanced Business Intelligence in Divino.. In: DART@AI*IA, pp. 61-72, 2013.