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cs retail&marketing 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.” ■
NOVITA’ PER LA VOSTRA AZIENDA Arte e Innovazione con i rivestimenti antiaderenti DuPont Teflon ® ® Tefl on ® Print Designs Tefl on ® Ci vediamo ad Ambiente 2013! 3.0 | E 50 www.tefl on-art-innovation.com <strong>Il</strong> logo ovale DuPont, DuPont, The miracles of science e Tefl on ® sono marchi commerciali o marchi commerciali registrati di E. I. du Pont de Nemours and Company o di sue società affi liate. Copyright © 2012 E. I. du Pont de Nemours and Company. Tutti i diritti riservati.
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casastile 364-365 DICEMBRE-GENNAIO
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