Retail and innovation: the company visit to SpotView for Tigotà

15 July 2025

Within the Master in Business Management – Retail Management and E-Commerce track, each project comes to life, evolves and becomes a bridge between theory and business practice.

This is exemplified by the experience of the students of Bologna Business School during the company visit to SpotView, a digital sector partner agency, where they presented a strategic project dedicated to Tigotà – an Italian brand specialized in personal care, beauty and household cleaning products, with over 700 stores nationwide and a growing online presence.

The meeting gave participants the opportunity to tackle a real-world challenge, engaging directly with company representatives. Aya Lamrabat, a Master student, shared her experience:
“Engaging with a company like Tigotà was stimulating and concrete. Presenting our project to industry professionals gave us the opportunity to test the skills we acquired during the Master, stepping out of the academic context to face a real challenge.”

The presentation focused on the strategic integration of digital channels within the customer journey. The team proposed omnichannel solutions aimed at enhancing engagement, especially through emerging platforms such as TikTok Shop, showing how e-commerce and social commerce can work together to increase brand visibility and conversion among younger targets.

“We applied tools for evaluating user experience, analyzed best practices and success cases, and proposed innovative, insight-driven solutions,” Aya continued. The experience highlighted the importance of a data-driven approach and the ability to combine creativity and technology in digital retail.

The project for Tigotà also served as a moment to reflect on the challenges faced by the retail world. In a context where the integration between physical and digital channels is essential, the skills developed during the Retail Management and E-Commerce track proved to be critical: from logistics and data analysis to distribution strategies and the design of the customer experience.

“It made us more aware of the importance of adopting a flexible and innovative mindset, one that can read market trends and adapt quickly to change,” Aya concluded.

Through formative experiences like this one, Bologna Business School reinforces its commitment to transforming students into agents of change, offering direct opportunities to engage with industry champions and develop real, high-impact solutions. A tangible example of generative education, where knowledge turns into opportunity.