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52 CASASTILE
”
A format devoted to impulse buys
for self-consumption or as gifts
KASANOVA+ A NEW FORMAT
HIGHLY EDUCATIONAL
STORE Kasanova launches a new
store concept with great emotional
appeal.
“Nowadays people know the price of
everything and the value of nothing”
Oscar Wilde With these words at the
entrance shoppers are welcomed into
kasanova+, a new format for the chain to
run alongside existing Kasanova stores,
whose sales were up 30% in 2012 (of all
years!). The first two new outlets opened
in Milan (Piazza Cadorna) and Rome, with
others soon to follow (in good locations
says Maurizio Ghidelli, head of Franchising
Kasanova).
These large outlets (upwards of 300
sq.m.) present a new retail concept.
“Market analysis,” explains Maurizio
Ghidelli, “tells us that wedding lists are on
the wane and pressure cannot be put on
prices here, hence this new shopping
modality based on impulse buys of homewares
for self-consumption or as gifts.
We wanted to get across our passion for
this product area, starting by doing what
Oscar Wilde implicitly suggests: the need
to convey a sense of the value to be
found in the history of objects.” Ghidelli
says of the Milan outlet: “The store is a
powerful vehicle for communication: with
the help of creative artist Karen Huber we
produced 120 posters presenting uses
and functions in a fun but immediate way,
with short videos showing their use. The
idea will be further developed by positioning
collections of original recipes by the
screens, sold in hard copy form or downloadable
as apps.”
A store that wants to provide an educational
purpose (by suggesting new or
alternative uses), a space (with a seasonal
display rotation) appealing to the emotions
through music and perfume. On the
left as you enter (near the checkouts and
customer service desk) is a clear list of the
The layout invites
shoppers to browse
in a hands-on
experience
facilities the store offers. This leads onto
the actual product display area, with
prominence given to a particularly trendy
area: patisserie products. French doors
further back lead to a variety of cookery
equipment, tableware and storage ideas.
“We also have a small outdoor area where
we will organise events,” Ghidelli says.
The assortment is in the mid-to-upper
range, with a broad price range. Around
16% of the products are Kasanova’s own
make, but other prestigious brands can
also be found, through not presented as
specific brand corners. Promotions and
discounts are used, but are quite low key.
Architect Massimo Mussapi describes the
horizontally organised display. “There are
shelves round the walls but attention is
focused on the central islands that allow
shoppers to browse in a ‘hands-on’ experience;
the display systems are very flexible
so things can be changed round.
Ceiling spot lighting is combined with
lower lamps that light up the islands. The
warm, neutral colour scheme uses earthy
colours.”
“And in our customary fashion,” Ghidelli
adds, we have focused a lot of attention
on training up our sales staff.” They now
wear a uniform (a kitchen apron matching
the store’s colour scheme with the
kasanova logo on it). “The store’s concept,”
he concludes, “is summed up in
the phrase shoppers see as they leave:
It’s a tough world out there, but you will
always be welcome in here.” ■