Metro Cash & Carry Italy is currently trialling a new format in the town of Sambuceto in the Chieti province, Abruzzi. A new price-focused banner, Metro Piazza Affari, is currently being piloted in the revamped Sambuceto store, offering prices 14 per cent lower, on average, than in usual Metro Cash & Carry stores. The discount is permanent and is coupled with weekly promotions and discounts.
The Metro Group is investing significantly in the Italian market, with the opening of the first Casa dell’ Horeca store in Rome in July 2012. The retailer is trialling differing strategies for the regions of northern, central and southern Italy which are radically different in consumption terms, and adapting to the varying consumer needs and socio-economic contexts, according to Distribuzione Moderna.
"Italy remains a market in which Metro believes a lot," said Philippe Palazzi, managing director, Metro Cash & Carry Italy, "Despite the current scenario we believe that this area still has exciting potential, but to grasp it - in the interests of all - it is necessary to adapt the business model to the needs of the area, which also has features in common with other areas of central and southern. In this sense, we chose the Sambuceto store to pilot the new Italian format "Metro Piazza Affari", to test its effectiveness for its possible replication in other places in central and southern Italy." (25 Feb)
© 2013 - ESM: European Supermarket Magazine by Gordon Hunt
