"It's not a catalog..." says Laura Pezzotta, EMEA winner of the Experience Maker of the Year category at the 2022 Adobe Experience Maker Awards.

She's absolutely right - Dedicato a Te is a completely reimagined eCommerce experience, a direct-to-consumer delight dreamt up by Pezzotta in her role as head of the DTC personalization unit at Italian multinational food company, Barilla.

Pezzotta calls it "emotional eCommerce" - an innovative move for the world's largest pasta producer - one born from passion, curiosity, and a willingness to ask questions and disrupt business as usual.

We spoke about what it takes to create memorable and emotional customer experiences.