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Kitchen furniture distribution in Italy

  • July 2015
  • -
  • CSIL Milano
  • -
  • 73 pages

The Report Kitchen furniture distribution in Italy, now in its fifth edition (previous: 2008) aims to.

  • Analyze the qualitative features of the "best" furniture stores (with an average of 370 square meters dedicated to kitchens)
  • Analyze service in the outlet and trade satisfaction, for the top 25 kitchen furniture companies operating in the Italian market
  • Offer a series of benchmarks for the companies in the sector, regarding service, an independent "certification" of the results achieved, a training tool for the sales force.

Data were collected through 300 interviews conducted during January-February 2012, with the help of a semi-structured questionnaire with questions about: structural data characterizing the outlet, characteristics of the product sold (average price, materials, type of appliances), relationship with suppliers (brands covered, the 2 main brands for turnover, opinions about these brands), type of customers and promotions.

"Competitive profiles" were made for the following companies: Aran, Arrital, Arredo3, ATMA, Berloni, Boffi, Cesar, Colombini/Artec, Copat, Dada, Doimo, Ernestomeda, Euromobil, Febal, Lube, Mobilturi, Modulnova, Poliform/Varenna, Scavolini, Snaidero, Stosa, Valcucine, Veneta Cucine.

Among the 14 variables considered: professionalism of sales force, delivery times, reliability, range, prices and margins, brand awareness, assistance in the preparations.

Furthermore the presence of retailers on Facebook and Youtube, the type of top used, software, appliances corner, adherence to new forms of advertising were analyzed.

The report, about 100 pages (80 of analysis and 20 of contact data) has the cost of 3000 Euros.

Table Of Contents

Kitchen furniture distribution in Italy

Methodology and basica data
Aim of the research and methodology
The sample interviewed
- Breakdown of the sample by geographic area, outlet size, number of kitchen sold in the last year (percentage)
General features of the outlet
Display area
Kitchen brands sold
- Top 25 brands quoted, % on total quotes
Average price of a kitchen sold with built-in appliances (VAT included)
- Breakdown of the kitchens sold in the last year, price of appliances included, by geographical area, number of kitchen sold and display area (percentage values)
- Breakdown of the kitchens sold in the last year, price of appliances included, by income range and first brand sold, in terms of turnover (percentage values)
First purchase and refurbishment
Kitchen sold with tables and chairs provided by the kitchen producer
Worktop: type and supplier
Success rate of sales negotiations
Planning Software
Built-in appliances
Display area dedicated to appliances
Number of built-in appliances per 100 kitchens sold, broken down by type and supplier
Spontaneous request of a built-in appliances brand
CUSTOMERS AND PROMOTION
Percentage of customers arriving at the outlet through toll-free number/coupon and leaflets on magazines/internet
Do you have a website? Are you on Facebook? On Youtube?
Promotions used
Suppliers' turnover rate
- Percentage of outlets that changed kitchen suppliers in the last two years
- Brands quoted as not used anymore. Number of quotations
- Brands quoted as newly introduced. Number of quotations
Training courses
Opinions on the features of the kitchen furniture brands
- Kitchen brands. Opinions on the single features. Average values, 2011
- Kitchen brands. Opinions on the single features. Average values, 2008
Overview of opinions by feature
Service
- Opinions by frequency/ facility of contacts with the supplier, Staff professionalism, Loyalty to distribution channels, Punctuality in delivering and quickness in reassortments, After-sales technical assistance and willingness to satisfy customer's needs
Prices and margins
- Prices, average unit margin on the products sold
Product
- Reliability, Wide range of products and models, planning, design, easy to install, innovation
Promotion
- Brand awareness and advertising campaigns, promotions, help in the display preparation
Strengths and weaknesses of the single brand
Profiles of the following brands
- Aran, Arclinea, Arredo 3, Arrital, Atma/Arrex, Berloni, Boffi, Cesar, Col0mbini/Artec, Copat, Dada, Del Tongo, Doimo, Ernestomeda, Euromobil, Febal, Lube, Mobilturi/Net, Modulnova, Poliform Varenna, Scavolini, Snaidero, Stosa, Valcucine, Veneta Cucine
APPENDIX: LIST OF COMPANIES MENTIONED AND INTERVIEWED

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