A Retrospective and Update : From Supermarkets to Superstores 1. The Beginnings and the Method (written in 2010). I realised that I hadn’t clearly specified the categories taken into account at Esselunga in 1989, at the time of the launch and subsequent implementation of the project.
At the time, we followed the model of the American chain Dominick’s (see below) but with a few variations on the theme.
Following this order, we developed (1) and (3) – Health Care and Beauty Care – but left the vitamins [point (2)] in the Grocery department, alongside the food.
Toilet paper was left in the same section
just as nappies were left there (Lines were, at the time, part of the Bolton Group)
(4) hosiery, tights
The discussion extended to other textile items: home, kitchen and personal wear. For example, Fruit of the Loom sweatshirts were very fashionable at the time
but the sector that gave us the most satisfaction was that of slippers, such as those by De Fonseca
(5) baby care: we integrated this with the food range (which remained in the Grocery department), where Plasmon was the market leader
It included personal care, accessories – including Petit Bateau baby clothes – and nappies
(6) reading centres
as well as books, we included newspapers, where you could
(7) greeting cards
We set aside a small space for this type of item, which is very American and, in Italy, usually found only in stationers’ shops. Auguri Mondadori was one of the suppliers we contacted
(8) stationery
This was one of the most enjoyable sectors of my personal career as a buyer (featuring socks – including women’s! – books, videos, pet supplies, newspapers, fleeces, toys, photo development, seasonal items, etc., totalling more than 3,000 items to manage directly)
(9) toys
(10) photo processing
For photo processing, we started out by using external laboratories that would develop the film within 24 hours, but where we had the space, we bought machines to develop photos in an hour
The staff, as with the perfumeries, soon became specialists. The problem remained of the complimentary film roll that all laboratories gave away with photo development: after various attempts with glasses and other items, we decided to produce our own branded film roll, in partnership with 3M
(11) houseware/giftware, household goods and homewares in general
in addition to household goods, this sector included sets
light bulbs
and household cleaning products
(12) and (13) pharmacy, cosmetics and jewellery. These cannot be separated from points (1) and (3) above
we tried to enter the cosmetics market with dedicated spaces, complete with perfume shops and specialist staff, which were subsequently developed in Esselunga’s shopping centres
The parapharmacy section was introduced 10 years after the project began, in Giussano.
(14) Video: the project was rolled out both in the audio-video and photography departments of the superstores and in the smaller supermarkets, with dedicated display stands
(15) seasonal, seasonal items
It was a very complex sector, due to the tight timeframes (just a few weeks for each type of item), the link to the weather (favourable or otherwise) and the issue of returns (which suppliers did not accept).
The range extended from gardening to picnic items and beach accessories, including balloons, as well as school supplies and Christmas items such as decorations, presents and wrapping paper
Liqueurs (16) rounded off the ‘Made in the USA’ range… and, of course, we placed them in the Grocery (food) section
In reality, as well as the expansion of the textile range, there were further additions to the Italian project: pet accessories, which rounded off the pet food range
small electrical appliances, watches and cameras, which we initially bought from agents and wholesalers
before moving on to deal directly with the manufacturers
with some companies, things were easier for us because they sold us other items (e.g., in the case of Philips, light bulbs)
Car accessories rounded off the non-food categories
The choice came naturally, given that Esselunga had always sold engine oil
The range was simply rounded off with some basic accessories
