A digital assistant for
Il Mercato Centrale

A brand’s identity isn’t defined by a logo or a communications plan alone—it’s shaped by how it interacts with people. As avatar marketing gains traction, digital personification offers new ways to build direct, engaging relationships with customers. This project explores introducing a digital avatar for Il Mercato Centrale to enhance the customer experience and deepen the brand–audience connection.

The challenge

How might we integrate a digital avatar into an established brand without compromising its identity and values, while amplifying presence and audience engagement?

Across all its locations, Il Mercato Centrale stands out for championing culinary craftsmanship and both Italian and international food culture. The brand has built an identity around the sensory experience of the traditional market, creating a place that unites conviviality, quality, and authenticity. Its identity is rooted in the ideas of “simplicity” and “goodness,” promoting artisanal and local production, environmental responsibility, and transparency. Each market hosts its own botteghe—vendors with their own specialties—brought together by a philosophy of sharing and conviviality.

The introduction of a digital avatar represents a strategic challenge to:

• Improve the customer experience with an interactive digital assistant.
• Facilitate navigation inside Il Mercato Centrale to orient visitors.
• Provide personalized information about botteghe (vendors), products, and events.

The design process

The integration of the avatar was developed through a process centered on audience needs and the brand’s specific characteristics.

1. Research & Analysis

• Desk research: Gathering existing information from Il Mercato Centrale’s website, promotional/informational materials, and conversations with the company’s marketing team.
• Systematic data collection: Anonymous questionnaires administered as semi-structured interviews to both a general audience and targeted users, to learn which avatar functions would be useful, surface pain points, and define the avatar’s visual/aesthetic traits.

Analysis:

Overall satisfaction inside Il Mercato Centrale was high, but wayfinding across vendors was a challenge—many struggled to quickly locate points of interest. Some visitors also needed time to grasp the market’s format, and awareness of digital maps and QR-based information was low.

A virtual-assistant avatar drew strong interest—especially for easier wayfinding and instant access to essentials like opening hours, menus, and vendor locations. It was seen as useful both before the visit, to introduce Il Mercato Centrale and its values, and on-site, serving as a real-time interactive guide with multilingual support.

From an interaction standpoint, most users (84%) preferred using a smartphone or other personal touchscreen devices. As for the avatar’s appearance, a human-like look was generally appreciated, with a preference for a young face (under 30, per 74% of respondents) and a warm, friendly demeanor. Gender presentation also mattered: 68% preferred a neutral design. Finally, the ideal look was identified as casual—evoking a Mercato Centrale staff member—to convey familiarity and authenticity.

Solution: An assistant for Il Mercato Centrale

The digital avatar for Il Mercato Centrale is more than a virtual presence—it’s a brand ambassador. It helps people interact with the Market, making the experience more intuitive and engaging.

2. Avatar Creation

• Assistant profile: Defining the avatar’s profile and setting key aspects of its physical characteristics:

Identità e Aspetto

• Welcoming, familiar look inspired by the Market’s artisans.
• Expressive cues and smooth animations to simulate real interaction.
• Warm, natural voice to convey empathy and authenticity.
• Human, realistic appearance was generally the most appreciated option among respondents.
• Gender-neutral presentation: 68% preferred a neutral look, suggesting a less strongly gendered avatar feels more inclusive.

Avatar personality

The Assistant positions itself as the meeting point between tradition and innovation, designed to modernize the customer experience. The avatar stands out for its youthful, dynamic expressiveness; brown hair and eyes express its Mediterranean, distinctly Italian identity, marking it from the outset as an heir to the values and traditions Il Mercato Centrale embodies. These traits also shape its personality—bright and upbeat—projecting a welcoming, energetic presence that puts visitors at ease. Always ready to help, it offers dynamic, efficient service while preserving the human warmth essential to a pleasant interaction.

Implementation & Touchpoints

The virtual assistant enhances the customer journey pre-visit and on-site. The avatar is integrated across touchpoints before entry and throughout the visit.

Customer journey

• Pre-visit: Brand information and guidance in choosing vendors.
• On-site: Wayfinding support and real-time information.
• Post-visit: Feedback collection and engagement through social content.

Zerofila web app

The virtual assistant is integrated directly into Zerofila—the platform already used by Il Mercato Centrale to manage orders—accessible to customers via QR codes placed on every table.

Current Zerofila interface:

Redesign proposal with assistant interaction

A refreshed interface that embeds the virtual assistant to streamline wayfinding, ordering, and on-site support.

Impact & Benefits

Integrating the avatar delivers several advantages for Il Mercato Centrale:

• Improved user experience, making the visit smoother and more interactive.
• Higher online engagement through innovative content.
• Greater customer loyalty, thanks to a personalized and engaging experience.
• Automation of repetitive tasks, reducing staff workload.
• Innovation and competitive differentiation, establishing Il Mercato Centrale as a pioneer in avatar use within the food & beverage sector.

The digital avatar for Il Mercato Centrale offers a new way to engage customers and reinforce the brand. This project shows avatar marketing at work in F&B, forging a fresh, digital connection between the brand and its audience.