• Home
  • News
  • Gruppo LUBE celebrates 500 stores in Italy

Gruppo LUBE celebrates 500 stores in Italy

Treia, october 2020. This is a highly significant moment for Gruppo LUBE, as it celebrates an important milestone with emotion and pride: the opening in Italy of 500 single-brand stores. This objective has been achieved in just five years, thanks to constant and enthusiastic teamwork. The LUBE and CREO Kitchens single-brand store project has been studied right down to the smallest details and it has allowed Gruppo LUBE to achieve a position of leadership on the Italian market, with a 10.9% share in the kitchens sector.

This position has been obtained by pursuing the path of specialisation, since, as emphasised by the CEO, Fabio Giulianelli: “After the major crisis from 2009 to 2011, it became necessary, almost imperative, to change the distribution mechanism adopted up until then. During that period, with a price war going on, there was a deluge of bankruptcies, because the need to sell something with values other than an affordable price had not matured yet; we had yet to understand that it was necessary to sell quality and, above all, specialisation in a specific product. This was the background against which we devised the project to create dedicated stores specialising in the sale of kitchens only, stores in which the final customer could sense with certainty that the best kitchens available were present there. This type of proposal was the true revolution in distribution. We changed the patterns of a store as conceived before and, as a consequence, we created a store with a name based on the one of the owners, a store with a single name linked to our company brand”.

Focusing attention on a replicable and recognisable distribution format, and no longer on an individual model, was the successful strategy that allowed Gruppo LUBE to become the undisputed leader on its market, with both the Cucine LUBE stores and the Creo Kitchens stores, the latter of which offer a valid and quality alternative to what is offered by the LSRT channel.

Mr. Giulianelli continued: “At the same time, we decided to create a further distribution network that would complete the offer of Gruppo LUBE and to accompany the Cucine LUBE brand products with a range of kitchens that would capture an extremely important segment of consumers, those who seek a product at an affordable price but with guaranteed quality: that is how the idea of Creo Kitchens was born”.

2020 has been a particularly difficult year for everyone, but not even the health emergency has slowed the pace of new openings and, on the contrary, has confirmed the validity of a concept that has become even more present and popular precisely over these last few months. In fact, in the first quarter of 2020 alone, a full thirty stores have been inaugurated and new openings in Italy will continue at a pace of two or three a week up until the end of the year.

The unexpected arrival of the Covid-19 emergency certainly changed everything, forcing a sudden reorganisation of the structure and the rules of the store, but the pandemic also brought a set of precise and valuable indications on how to proceed over the coming years.

What has been learned is that it is no longer necessary to have really large stores, in which new products risk becoming lost, and it is better to have a smaller structure that is frequently renewed with a showcase that is always fresh and attractive and clearly communicates the new trends.

Furthermore, the safety regulations have changed the rules and offered a major opportunity for reserved appointments, a system that rationalises the flow of customers and simultaneously creates a more exclusive service, as the customer will have the pleasure of having all the time dedicated to them and of being assisted with particular attention. The visit to the store and the in-store purchasing experience, which will always remain central and essential, are now accompanied by a wider use of digital technologies, both as a support for sales and in enhancing listening and virtual dialogue with the final customer, partly through a more targeted use of social media.

“With our project, we revolutionised the concept of a store that focused on the sale but not on quality and created a store where making a purchase is a gesture of belonging”, continues Fabio Giulianelli. “That is where we came up with the concept of Being LUBE, which is a company philosophy for us and which has lead to the customer becoming a central and decisive factor for the sale. It is the reason why we focus on services right from the beginning of the purchasing process, starting with design and ending with the search for the best professional skills in assembly, the last step in our company mission”.

The Store is and will always remain the focal point for Gruppo LUBE; the emotion and the memorable purchasing experience, together with the ability to listen and understand the needs of our customers by assisting them, step by step, will continue to be the cornerstones of the business strategy of the Marche-based company in the future, because the milestone of 500 stores is just the beginning of a new chapter in the story of a family business that started over 50 years ago.

È necessario aggiornare il browser

Il tuo browser non è supportato, esegui l'aggiornamento.
Di seguito i link ai browser supportati

Se persistono delle difficoltà, contatta l'Amministratore di questo sito.
digital agency greenbubble

Teilen

Diese Website verwendet Cookies.
Wir und bestimmte Dienste von Drittanbietern verwenden Cookies, wie in der Cookie-Richtlinie angegeben.
Sie können der Nutzung dieser Technologien zustimmen, indem Sie auf das Feld Cookies annehmen klicken, Sie können dem widersprechen, indem Sie auf Weiter ohne anzunehmen klicken oder Ihre Auswahl individuell bestätigen, indem Sie auf das Feld Präferenzen verwalten klicken.
Einverständnis-Präferenzen verwalten
Im folgenden Panel können Sie Ihre Präferenzen für die Technologien äußern, die wir einsetzen, um die unten beschriebenen Funktionen anzubieten und die unten beschriebenen Aktivitäten durchzuführen. Für weitere Informationen besuchen Sie bitte unsere Seite zu den Cookie-Richtlinien. Sie können Ihre Auswahl jederzeit auf der entsprechenden Seite überprüfen und ändern.
Technische Cookies Unbedingt erforderlich
Diese Tracking-Tools sind unbedingt notwendig, um den Betrieb und die Bereitstellung der von Ihnen angeforderten Dienstleistung zu gewährleisten, und bedürfen daher nicht Ihrer Zustimmung.
PHPSESSID
Es ist ein PHP-nativer Cookie und erlaubt der Seite Daten zum Sitzungsstatus zu speichern.
privacy_consent
Es ist ein technischer Cookie, mit dem die Präferenzen zur Cookie-Verwaltung gespeichert werden.
_ga
Von Google Analytics genutzt
Funktionen: zur Archivierung und Zählung der Seitenvisualisierungen mittels Datenanonymisierung.
Zweck: Statistiken
_ga_*
Von Google Analytics genutzt
Funktionen: zur Archivierung und Zählung der Seitenvisualisierungen mittels Datenanonymisierung.
Zweck: Statistiken
_gcl_au
Verwendet von Google Tag Manager
Funktion: Kontrolle der Werbeeffizienz der Webseite.
Zweck: Nachverfolgung der Konversion.
Analytische Cookies
Diese Tracking-Tools ermöglichen es uns, den Verkehr zu messen und Ihr Verhalten mit dem Ziel zu analysieren, unseren Service zu verbessern.
_fbp
Von Facebook genutzt
Funktion: zur Archivierung und Nachverfolgung der besuchten Seiten im Web.
Zweck: Marketing/Überwachung
_pin_unauth
Von Pinterest genutzt
Funktion: unbekannt
Zweck: Marketing/Überwachung
Targeting und Werbung
Diese Tracking-Tools ermöglichen es uns, Ihnen auf Ihr Verhalten zugeschnittene kommerzielle Inhalte zur Verfügung zu stellen und Anzeigen zu verwalten, auszuliefern und zu verfolgen.
_hjSessionUser_*
Von hotjar genutzt
Funktion: zur Speicherung einer einzigartigen Nutzer-ID.
Zweck: Statistiken
_hjAbsoluteSessionInProgress
Von hotjar genutzt
Funktion: zur Speicherung von einzelnen Besuchen.
Zweck: Statistiken
_hjSession_*
Von hotjar genutzt
Funktion: zur Bereitstellung von Funktionen zwischen den Seiten.
Zweck: Funktional
_hjIncludeInSessionSample
Von hotjar genutzt
Funktion: zur Speicherung des ersten Webseitenbesuchs.
Zweck: Statistiken
_hjFirstSeen
Von hotjar genutzt
Funktion: zur Speicherung des ersten Webseitenbesuchs.
Zweck: Statistiken
tfpsi
Von Teads genutzt
Funktion: unbekannt
Zweck: unbekannt