Italy: retailers improving customer experiences

Date : 15 November 2018

We look at how retailers are focusing on improving customer experiences through pop-up stores, digital, private labels and online in Italy.

Amazon to launch ‘Loft’ pop-up store

Amazon will launch its first ‘Loft’ pop-up store in Milan. The 500 sq. m store will operate between 16 and 26 November. It is aimed at the Christmas market and will focus on the beauty, fitness, homeware, technology, and toy categories.

Brands such as Clementoni, Disney, Lego and Sony, among others will be involved. Amazon will also host live concerts, themed workshops and meet-and-greets with celebrities to celebrate the launch. Commenting on the store, the company said, “With Loft for Xmas we want to give everybody the chance to enjoy a unique and innovative experience linked with the Amazon world”.

For subscribers wanting to see Amazon’s Fashion pop-up that was recently operated in London, see our coverage of the store here.

AuchanSpeedy to be extended to 50 stores

Elsewhere, Auchan has announced plans to extend AuchanSpeedy to 50 stores across Italy by the end of 2018. The service was launched in March 2018 and tested in two stores in Milan and Brescia. Following positive feedback from customers, the service was extended to 10 stores in October 2018.

AuchanSpeedy allows customers to scan and purchase goods via an app. Customers must register their payment card in their digital wallet, enabled by Masterpass, to make purchases. Auchan will launch an instore campaign to encourage more customers to use the service.

Stefano Ghidoni, Auchan Retail Italia’s customer and innovation director, said, “AuchanSpeedy is a payment system that adds to the more traditional ones… The goal is to be able to shop at Auchan wherever you want, when you want and how you want”.

Penny modifies its private label range

Penny has modified its La Buona Pasticceria line of confectionery products. The products use UTZ certified cocoa and high-quality raw materials and are made without palm oil. The packaging for the private label has also been redesigned to reflect the brand’s positioning. Penny has said it hopes to expand the line in the future to meet growing market trends.

Despar expands its private label ranges…

Despar has added new products to its Equo Solidale Despar and Despar Premium private label ranges. In the Equo Solidale Despar range, new additions include Amazon organic, cashew and mixed nuts, among others. Fairtrade-certified Despar nuts are also being made available. From 1 December 2018, Mortadella of Mora Romagnola, Salame di Varzi DOP and an aged Parmigiano Reggiano will be added to the Despar Premium range.

…and launches its updated site

Despar has relaunched its site desparitalia.it, following a complete redesign. The site has been divided into seven sections to help shoppers navigate it more easily and facilitate browsing. Sections include information on the retailer’s private labels, stores, initiatives, news, careers and contacts.

Andrea Mezzotero, Despar Italia's marketing and communications manager, commented, “The relationship between consumers and brands today has a virtual place of absolute relevance on the web… We have tried to create a space that represents in a simple but complete way the Despar universe in all its forms, from those linked to the values that guide us to those of a more commercial nature”.