SUMMARY
How is the world of premium brands evolving? And how, as a result, is the way companies build value and relationships with their customers changing?
These questions gave rise to PREMIUM, a research project sponsored by Calicantus and Upskill 4.0—a spin-off of Ca’ Foscari University of Venice—in which INGO is a partner alongside SEISNET and Connectif Artificial Intelligence.
A journey that focuses on the evolution of the Italian premium market and the need for companies to make their distinctive qualities recognizable and verifiable: their expertise, design philosophy, connection to the local area, authenticity, and ability to build a meaningful relationship with their audience.
Premium: Beyond the Dichotomy Between Luxury and the Mass Market
The PREMIUM 2026 report is based on a transformation of the market: the traditional distinction between luxury and the mass market is no longer sufficient to describe a consumer who is increasingly informed, selective, and attentive to the true value of what they purchase.
The Premium segment fits into this new space. A Premium consumer seeks quality, personalization, and identity, and wants to be able to recognize these characteristics not only in the product, but in the entire experience created by the brand.
The research identifies three key elements for building a credible premium brand: storytelling, experience, and community.
Storytelling gives meaning to a brand and makes its history, values, and the reasons behind its existence recognizable.Experience allows consumers to verify firsthand what the brand is communicating. Finally, the community fosters a sense of belonging and credibility that also stems from sharing among consumers.
First Discussion on the Future of Premium Brands Held in Venice
On September 30, in the Aula Baratto at Ca’ Foscari University of Venice, PREMIUM kicked off the first event of its roadshow, dedicated to presenting research and fostering dialogue with companies, managers, and professionals.
A moment when the study’s findings became the starting point for a broader discussion on how Italian brands can continue to leverage their wealth of expertise and distinctive qualities.
For INGO, being part of this project means bringing to the discussion a perspective that is shaped every day by the relationship between knowledge, technology, and customer experience.
Luana Beni, Head of Sales at INGO, represented this point of view at the roundtable discussion, addressing a topic of particular relevance to the premium sector: how to build a customer relationship that is consistent with the product’s quality and identity.
If the product is premium, the relationship must be, too
The starting point for INGO’s reflection, as articulated by Luana Beni, is simple: for a brand that makes quality, authenticity, and attention to detail its defining characteristics, every touchpoint becomes a testament to the promise made to the customer.
The website, retail store, e-commerce, delivery, email, WhatsApp, phone, and customer support are not separate experiences. From the customer’s perspective, they are all part of the same relationship with the brand.
A premium customer experience therefore requires continuity and consistency, but also the ability to understand when technology can simplify things and when, on the other hand, human touch is necessary.
During the Venice meeting, INGO identified four key elements:
- human value at key moments, leaving the simplest and most repetitive tasks to technology;
- continuity of the relationship, because the various channels must be perceived as a single conversation;
- people who can represent the brand and who are knowledgeable about the product, its history, and its values;
- Continuous listening, to transform customer conversations, feedback, and requests into knowledge that benefits the company.
From this perspective, AI and technology do not replace the relationship; rather, they can provide more knowledge and analytical capabilities to support the relationship, making it more effective and personalized for the customer.
The PREMIUM journey continues
The event in Venice marked the first stop on a journey that will continue in the coming months with two new stops on the roadshow.
Milan | October 28, 2026
The next event will take place in Milan on October 28, where the PREMIUM study will once again be the focus of discussion to explore the study’s findings and the outlook for companies operating in the premium segment.
An opportunity to continue discussing brands, customer experience, innovation, and customer relationships, bringing together different areas of expertise and perspectives.
Reggio Emilia | November 18, 2026
The tour will conclude with an event in Reggio Emilia on November 18, bringing the discussion to the heart of the Emilia-Romagna manufacturing sector.
Two new opportunities to explore what it means to be “Premium” today and to consider how Italian companies can showcase their assets in terms of quality, expertise, and identity.
PARTNERSHIP
INGO and PREMIUM: building value through relationships
The partnership with Calicantus and Upskill 4.0 stems from INGO’s desire to contribute to a discussion that looks at Premium not simply as a market category, but as a set of choices involving product, brand, people, technology and experience.
For INGO, Customer Experience represents one of the final points of contact between what a company stands for and what the customer actually perceives.
And in the Premium world, this point of contact becomes even more important.
If craftsmanship is about attention to detail in the product, Customer Experience must be about attention to detail in the relationship.
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INGO, thanks to multichannel and technological innovations, is able to build specific projects for each company, following the process from the initial analysis phase to the implementation of integrated, scalable and modular omnichannel strategies. For over 20 years, Made in Italy at the service of the customer experience.
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