E.Lelclerc-Conad S.Stefano Magra (LS); Delicatessen

If the size of the catchment area could appear tiny and cause for some concern on the choice adopted for the "location" of a hypermarket, it is worth to point out that the property is in a strategic position, particularly attractive.

Just 500 meters separate the mall from the motorway exit of S. Stefano Magra (located on the route “A12”, Genova-Livorno), in the immediate vicinity are both the railway station and the stopping points of the main local bus routes, in terms of accessibility, modernity and reception capacity is one of the major commercial references for the entire Liguria and northern Tuscany.

The hypermarket, always open on Sundays, uses 20 cash desks, with a configuration quite traditional: entrance with wide lane promotional, technology sector on the left, the rest of the non-food follows (including area of books, newspapers and magazines), central body assigned to the consumer products packaged, freshest sector at the end of the trail, with  fruit and vegetables extensive and well maintained.

Butcher, fish shop and bakery/pastry are along the wall, all around the produce section. The deli is special, because it was split into two sections: a kiosk dedicated exclusively to meats and cheeses, the other set to the "hot spot", where to buy freshly cooked dishes, well dramatized with effects of light and blackboards.

The solution practiced for gastronomy aims to improve its usability by customers through the setting up of two specific areas, designed to satisfy different consumer needs: the sliced meats and cheeses, and also proposed to take away the pot ready or typical gastronomic specialties, freshly prepared and served piping hot.

The clear differentiation on specific areas, on two separate banks, consistent with both the takeaway fast that with the assistance, determines in concrete:

1. enhancing the capacity to retain, already under commercial offer the deli;

2. the positive impact in terms of profitability, due to the recharge on the processing of products;

3. the net enlargement of the visibility of the set, in favor of a better perception effective;

4. the greater fluidity in the scroll of the queues (who is waiting for a slice of pizza or focaccia no longer has to wait for it to serve the customer waiting for the sliced ham, possibly in the queue to another bank);

5. the best management of the merchandise inventory purposes.
 
The Grocery has departments with autonomous space on which free the promotion of the moment (the seasonal theme Christmas is already in evidence everywhere), no exposure reflects “PromoMerchandising Complementare”, although the institutional offer could lend itself to profitable combinations with vast and profitable assortment brand Conad; the Department of parapharmaceutical products is present, it occupies as the protagonist the last page of the promotional catalog (well 9 products and the invitation to "discover a convenience that makes you feel good: always so many offers and discounted drugs from 15% to 40%").

On basic categories, in which the resonance of the industrial brand is strong (the pasta it is the typical example), the exhibition choice adopted concerns the verticalization by brand.

 
Promotional Catalog.
"Discount 30%, 40% and 50% …and many other offers" is the theme, with duration from Thursday 13 to Wednesday 26 November, strengthened as tradition this time of year by a catalog with articles of toy, decoration and Christmas decorations. The latter is valid from Thursday, November 13 to Wednesday, December 24 and is titled "Your Christmas overloaded with surprises".

On the promotional catalog biweekly are identifiable eleven sections offer:

1. FRESH (fruit and vegetables, meat, fish, meats, cheeses);

2. INEVIVITABLE THE FRIDGE (perishable self-service);

3. PANTRY (grocery food);

4. SEASONAL (Panettone, Pandoro, chocolate, sparkling wines, gifts, Christmas baskets, dried fruit, salmon);

5. TAKE CARE (Grocery chemistry, namely detergency/perfumery, household and person);

6. SMALL SMILES (toys);

7. NO FOOD GENERIC (in this case car accessories, small and large appliances, stationery, even material of furniture (office chair with armrests and high back reclining chair), textile, artificial Christmas tree height 1.50 m. and cost of € 19.90);

8. TECHNOLOGY;

9. PARAPHARMACEUTICAL ARTICLES;

10. EXTRA BONUS PAGE (200 extra bonus prize, linked to certain specific products industry sponsor brand. From September 1, 2014 to February 15, 2015, immediately convertible into a voucher worth € 5.00);

11. SPECIAL PAGE (entirely dedicated to DVD classic DISNEY) compiled and published to call family entertainment during the Christmas holidays.
 
40 pages in all, with the addition of 40 relative to the special toys become 80! Such abundance paper obviously can only be justified by the particular time of year.
 
Indicative notice on the "baked Christmas" and the prices.

Panettone and Pandoro CONAD 1 Kg. € 2.39 (40% off the starting price of € 3.99).
Except for the marks MAINA and BALOCCO (respectively Pandoro "Il golosone" 750 grams at the price of € 4.49 and Panettone "MaxiCiok Capriccio" of 800 grams, € 3.99), the rest of the set is still at full price.

This is normal, by virtue of the fact that the real deals on these product segments come when at least the days of Christmas and St. Stephen have passed, however, the two main items of baked Christmas branded CONAD occur at a very affordable price (it is good to consider that both the Panettone that the Pandoro refer to the size of the weight of 1 kilogram).
 
Brand Industry, examples of price positioning.
Pasta Barilla 500 grams € 0.79
Extra virgin oil MONINI "classico" 1 liter € 5.39
Birra Peroni 66 cl. € 1.08
Birra Moretti 66 cl. € 1.19
COCA COLA 1 liter € 1.25
LEVISSIMA natural water 1.5 lt. € 0.50
 
The visit took place on Saturday 22, at 10:30.