Italian contributor, Antonello Vilardi, reports on another hypermarket in Italy.
By Antonello Vilardi – Italy - Retail Watch
Although its location is close to the airport of FIUMICINO (ROME) and therefore consistently “going,” the hypermarket has been structured to accomodate traditional users in the various income variants in order to attract and inspire loyalty.
The store is about 8,000 square meters in size with 34 cash desks of which self are in self-scanning mode and two separate inputs located at the ends of the long cashier barrier to favor, on the basis of consumer preferences, a visit with initial impact entrusted to fresh or to institutional items of non-food promotion.
As proposed stimulates the desire to deepen the theme of “convenience.”
Literaly, the French company states it: “…convenience means not only spending less, but also saving time, reducing problems and not living up the quality and comfort of life”.
Lastly, the message has an eloquent synthesis:”With us you are safe!” and develops in detail through six points, particularly significant:
As a retailer pursues the precise goal of ensuring arithmetic convenience to his client, he is well-versed: he will laboriously engage in continuous competition, “cents of cents”, on the squares where he works, educating the consumer to become a sort of “opportunity predator”, therefore feeding the insane alteration of real values.
In this European case, now examined, the convenience is based on the “safety” of having entrusted the “right retailer”, who is formally obliged to guarantee objective quality in what he sells (especially if packaging appears its name), the retailer that makes it possible to go wrong and then go back, the retailer that sells at the right price, wich is also the most competitive in the area, the retailer who listens and shows it because have to respond relatively quickly (within 3 days).