Italy: 78 new CRAI stores in the first six months of 2017

Local shops won't disappear, but they will change. Despite the fact that data are reporting a downward trend, CRAI worked on a plan to relaunch the small shops in towns and historic centres. Organisation and supply are what really matters - this is what emerged from the message launched during the conference to present the company statement and next projects held on 28th June in Milan.

Mario Bordoli, CEO of CRAI Secom, illustrated a few figures from 2016: the total turnover was €5.8 billion with 332 new stores for 2,300 stores in total. 78 new stores were opened during the first six months of 2017.

"The situation is not ideal but things seem to be improving. We have been growing over the past few years, which means our policies and strategies are working. We can be found both on the supermarket (400-1000 mq) and local store (250-400 mq) channel."

Piero Boccalatte (CRAI Secom President) and Giangiacomo Ibba (CRAI coop President)

This year, the company decided to focus on three aspects: clients, stores and services/innovation. Marketing director Mario La Viola reported that a survey conducted on over 7,000 people showed how clients choose supermarkets according to proximity (24%), welcoming environment (21%), labels/special offers (16%), delicatessen 13% and fresh produce 12%.

A project has also been developed to relaunch local stores, i.e. those below 300 square metres. CRAI owns over 800 of them. "We are trying to focus on our own branded products by widening the assortment and introducing take away products."

"We don't only need better-looking stores, we need them to be more profitable for entrepreneurs. Small stores have been losing popularity, but we believe in them and are certain they can recover."

Mario La Viola and Marco Bordoli

The "Cuor di Crai" project will be first applied to a dozen stores all over Italy. "We will test them and analyse their performance so we can make adjustments."

In larger "Extra" stores, the entrance is dedicated to fresh produce to put consumers in contact with human relationships towards operators, as produce expresses a concept of proximity to the production world.