A new big store format in Italy

The store, called BIG to distinguish it from Isola dei Tesori’s standard outlets, covers a retail area of 1 100 m² and is the chain’s second-largest store after an outlet in Florence. Isola dei Tesori is owned and managed by DMO, a company located in Padua. The pet retail chain established in 2000 by Giovanni and Fabio Celeghin, the owners of DMO, now operates nearly 100 stores in Italy. The 100th is expected to open shortly in Copparo (Ferrara).
The Isola dei Tesori store in Ferrara was opened over a year ago on the outskirts of the city. “Ferrara and its surroundings have always proved a profitable area, as its potential lies in a population of around 150 000 habitants. That is why DMO decided in favour of an Isola dei Tesori BIG here,” explains store manager Elisa Vezzani.

The retail area is extensive, but the products are displayed in a very organised and precise manner, so that customers can easily find what they are looking for. It stocks a full range of pro­ducts for all types of pets and also sells pets. Its pet food assortment primarily consists of premium and super-premium brands like Royal Canin, Hill’s, Natural Trainers, Happy Dog and Purina, to name just a few. The range also includes medium-priced and entry level pro­ducts. An important element of the pet food range is the two private labels Natural pet, a full line of food products for dogs, cats, fish and small rodents, and Petup, a wide range of hygiene and beauty products for dogs, cats, birds and small rodents. DMO also offers private label products in the lower price segment.
Isola dei Tesori BIG aims to meet the needs of as many customers as possible with its extensive range, says Elisa Vezzani. “Our clientele ranges from people with low spending to high spending capacity. We have customers that come here every day to buy a few things and customers that come here once a week to buy a huge number of products.” Even during the recession in Italy the company has succeeded in maintaining and even slightly increasing its customer base. Elisa Vezzani says it is noticeable, however, that many customers are spending less on each visit and draw back somewhat from products with a high price tag in particular. At the same time, sales of discounted products have increased. For this reason Isola dei Tesori offers its clients many promotional initiatives like monthly discounts for each department and special offers for loyalty card owners. The company considers it very…