IRCA spa


  • Experience Design
  • Digital Transformation
  • Platforms


Customer Experience

Sigep 2019: a new phygital experience

The goal of the project was to support IRCA, a market leader in the chocolate and pastry preparation, bakery and ice cream sector, in managing users registration and accreditation at Sigep, as well as creating an engaging customer experience at its 1,200 sq m booth.

On the occasion of the International Trade Show of Artisan Gelato, Pastry, Bakery and the Coffee World, held in Rimini from 19th to 23rd January 2019, Softec has designed a phygital experience for IRCA, enabling the company to build awareness, engagement and generate leads before, during and after the Fair, reconciling physical and digital experience.

A data driven relationship model

To manage users registration and their accreditation before, during and after the Trade Show, Softec orchestrated a series of physical and digital touchpoints (DEM campaigns and dedicated landing pages, tablets and touchsreen totems at the Fair), that helped IRCA consolidating a new customer relationship model, thus strengthening the ongoing process of digital transformation.

Through the Orchestra IoT Platform, Softec provided IRCA guests with a free WiFi connection, accessible via social login, mail and / or text messages. This has enabled the collection and correlation of data, insight and digital & location analytics that are valuable for developing business strategies, communication and data driven marketing, online and offline.

An exceptional Digital Ambassador

One of the key touchpoints that Softec proposed was Pepper, the humanoid robot, in the role of IRCA event Ambassador.


Pepper welcomed the public, offered information on the main points of interest of the immense booth and gave real-time information about the scheduled events, in particular the upcoming ones and those just started.


Pepper was also available to allow guests to browse and request catalogs and cookbooks and participate in a survey to vote for the favorite Centenary Bread recipe tasted at the Fair.


A Photo Corner with a Go Pro was set up at the IRCA booth, where Pepper invited visitors to take a picture together and rewarded attendees who shared the shot on their social channels with a gadget.


The robot’s behaviors have been developed thanks to the BMS (Behavior Management System), the Robotics module of the Orchestra platform that allows to standardize and automate repetitive activities and to easily integrate the most advanced third-party cloud platforms or services via Cloud Bridge.

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