Tigros in Arluno (Milan): large-scale retail does not grow, rather retreats

He had already done it in Via Novara in Milan, now he repeats it in Arluno in Via Bellini (Mi). The street poster leaves no doubt: it is a 3×2 on the entire assortment of packaged products.

You well understand that a normal cherry-picking consumer, looking for offers, turns his car around and goes to Tigros in Arluno. The poster does not say with the classic asterisk which products are not in 3×2. Our cherry picker has to go to the website (look below the screenshots) or to the shop entrance in Via Bellini in Arluno. There he finds out the categories that are exempt, if he sees it, otherwise he buys, goes to the cashier and is told that those products are not in the 3×2 offer: can you imagine the face of the cherry picker and the cashier who has to block the queue and someone protesting?

Tigros opened last October and evidently the sales results were not satisfactory, as they were not in Milan via Novara. A short distance away there is a Maxi Famila of Brendolan (Selex) and a few discount stores growing like mushrooms. So,’ the sales staff must have said to themselves, ‘let’s drop a bomb: 3×2 on everything. The customers will come. In Milan with the 3×2 almost emptied the shop; in Arluno let’s see how it goes.

Let’s face it: the street advertising is misleading (deceptive) it doesn’t say that there are categories exempt from 3×2, and that alone could be enough to say: you don’t do such things.

And then: Tigros’s balance sheets are in order, even Mediobanca’s reports remind us of this: is there really any need to talk so big and in a way that is not transparent? And then backtrack with distinctions?

Are these operations to be considered positive or negative for a sector, that of the large-scale retail trade and the Idm, brand industries, which depreciate the value of brands and products? That unbalance pricing? Not to mention Primia products, Mdd, distributor brands: is this a generalised taste test?