How to create 'Retailment' in an independent bricks and mortar store
We all know and understand that there are some wonderful examples of theatre within retailing, Selfridges and Harrods come to mind, but of course there are thousands of small independent “mom and pop” stores that do not have the resources or retail might of these global retailing icons…. I wanted to focus on a deli that I came across on a recent visit to Italy, and share some observations.
ALLA CHITARRA ANTICA, Pescara, Abruzzo. Italy.
This deli is a shining beacon and makes your “heart skip a beat” and the “hairs on the back of your neck” stand on end.
- There is a highly social element to Alla Chitarra Antica.
- The love, passion and care shines throughout this store, engaging and delighting customers as they step into this world steeped in heritage, culture, and indulgence.
- Owned and managed by Claudio. Claudio welcomes you, then treats you to delicious fresh pastries and pasta to taste (with a glass of rose) while you look for treats to take home. He also recommends places to visit in Abruzzo, and shares jokes, without putting you under any pressure to buy anything.
- The store uses sensory activities - cooking, tasting, interacting - to ramp up excitement with their customers – something customers don’t get when they order online or shop in a big retailer. It allows the store to build better relationships with customers, using face-to-face communication to show the human side of their brand.
- They bring about a sense of community in their store.
- The store is a place to visit and become immersed in, a place where you can participate in the tasting of incredible food and product, find out what’s going on in the area, or just relax and enjoy a coffee and a chat.
- They have created an atmosphere where people engage with food in a communal way. They provide customers with an extraordinary experience - giving people something they don’t see every day. The in-store buzz gets passers-by to stop and actually check out the store.
- Their customer service is intuitive, knowledgeable and personalised. They develop relationships with their customers, and this is what drives loyalty - they have built a deeper, richer and more personalised relationship with their customers based on trust and experience.
- A recent visitor shared his thoughts “You'll come out feeling the world is a better place”.
And of course the food is magic!