Less “Company” more “Customer-focused”: importance and skills

Interview to Chiara Boscolo: Part 2

 

Why do you consider a “Cioccogelateria” a different from a normal “Gelateria”?

The Venchi shop idea was to make the company less “Company” and more within the reach of the public and the consumer. Such a change stems from a variety of reasons: the most important is being associated with the “Research and Development”. Direct contact with the public puts numerous “panels” at the service of the company, that are groups formed by the consumers themselves who, through product sampling, come into direct contact with the world of chocolate. Immediate experience of that kind or focused interviews give us a clearer vision and a better understanding of the market trends, hence, when it comes to products and assortment proposal for our customers, we confidently know how to move.

  Secondly, Venchi Shop is a tool of to boost our sales techniques, bringind us o understand in a direct manner the potential weak points or strong points of a specialist  retail shop. Constant staff training is essential, because there are to be no retailers or shop assistant incapable of explining the characteristics of a chocolate, ofer the rightproduct and understand whether the customer being served is a “dark-chocolate-lover” or a “soft-centred chocolate aficionado”. Therefore the initial impact is the most crucial moment: good vendors must be able to understand within the first few minutes who they are dealing with in order to direct customer to the best purchase, with the best advice and to earn the trust of the client, who will be satisfied with the choise made. These results can be obtained only through training ancd this is the approach od Venchi in its shops.

Explain me better the concept and the format of a Cioccogelateria, please:

A “gelato novelty” ha recently been introduced in the Venchi shop and all new shops have been designed as Cioccogelaterias, a model that goes with the logic of  product seasonability and complementarity: when chocolate is produced and sold less, like in Summer, the name of the most famous Venchi chocolates shift to the icecream counter. So Cuor di Cacao, Nougatine, Brutto e Buono, Unico all step into icecream of the highest quality, produced daily inside the Cioccogelateria with natural ingredients. In these sense Venchi has blended the quality and genuineness that have always characterized its production of icecream. Thus the Summer and Winter version of many recepies…

A rich and inviting selection of chocolate flavours decline the well-known specialities such as the recent “Cioccolato Azteco”, a captivating extradark chocolate sorbet with an intense flavuor, produced wit the old traditional recipe and free of milk by-products.

Completing the range are a series of classic cream flavours, from Nocciola (only PGI Piedmont Hazelnuts) to Crema Venchi, Fior di Panna and Pistacchio.

To summerize: which are the strong points of a Cioccogelateria?

As already said, for Venchi the Cioccogelateria is a privileged means od Research and Development and at the same time its promotional means par excellence: what Venchi doen not invest in traditional and sterile means of communication, it invests in the opening of shops in strategic points of the most important Italian cities (Bologna, Padova, Milano, Treviso, Torino), boasting an alluring and indentifiable format. It is precisely and mainly for this reason that the Cioccogelateria has been designed: to offer, make known and expand the range and the quality of its products to a public that is increasing thanks to the fame of icecream: an impulsive asset!

 

www.venchi.it

Cioccogelateria – Via Altinate,6 35100- Padova

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Published in: on maggio 17, 2010 at 12:33 am  Comments (11)  

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