NEXT GENERATION "You have to know how to communicate with young people because the new consumer has more knowledge than the seller"

"This year, the store celebrates 25 years of activity, but the story of commerce has its roots in the past. Today we are in the fourth generation, it was my great-grandfather who opened the first stores, then my grandmother gave life to the first gift shop, proposing brands such as Alessi, Ginori, Rosenthal."

40% of purchases are generated by the emotions that the customer perceives and grasps

At 16, "I already had a say," says Giuseppe with a hint of pride. Despite his young age and thanks to the experience gained working with his parents (the company is run by his father Francesco and his uncle Vincenzo), he immediately grasped what then became the guidelines of the store.

"I started by restyling the exhibition layout, then I focused on emotional shopping. 40% of purchases are generated by the emotions that the customer perceives and grasps: the coloring of the windows and interiors, perfumes, welcome, encourage visitors to enter the store and linger to observe the products."

We are approaching Christmas. What have you prepared for the most beloved holiday by Italians?

"For some years now, I have been setting up suggestive settings that refer to tradition. The response I have received from customers has gone beyond the rosiest expectations and today what was originally a choreography has turned into a real event where I present the Christmas collection. I have created a sort of 'open bar' where I dialogue with customers while eating a slice of panettone, tasting a prosecco or a hot chocolate. From a commercial point of view, Christmas represents a third of the annual turnover."

The clientele is heterogeneous and embraces all age groups?

"Yes, the most significant data is the great participation of my peers. You have to know how to communicate with young people because the 'modern' consumer has more knowledge than the seller. Today the average age of a couple ranges between 30-32 years, it has risen a little but even those who are looking for solutions for the home are informed and know exactly what to ask for."

Social media fuels expectations, supports communication, and encourages purchasing

Through what means do you reach the potential buyer?

"Social media is an extraordinary vehicle for dissemination. The consumer looks at them as a beacon that shines a light on the panorama of proposals in the store. Social media fuels expectations, supports communication, and encourages purchasing. It may seem like a contradiction in terms: I'm a 'millennial' who doesn't particularly like social media, but it is undoubtedly an essential tool for those working in commerce. Instagram is the preferred channel, we record an average of 10-12 stories a day and our e-commerce is sailing smoothly."

The 'showcase point' is the jewel in the crown of Giuseppe Gallo, what he defines as a true "gem".

"I have revolutionized the store, from the windows to the lighting, to the signs. At first, they thought I was crazy, not a few thought I was opening a new store. In reality, the showcase point responds to the need to adapt the layout according to the season. This is one of the qualifying points of the activity that marks the difference with competitors as well as the introduction of a newsletter sent to customers that has been widely appreciated. Last but not least, you have to be transversal: whoever enters my store must find everything they need to furnish their home. Every question must be answered."

He has developed many ideas, and others are in the pipeline. What project is he working on?

"Creating corners within the store. Everything that can add comfort and give satisfaction to the customer must be realized as soon as possible. Understanding their needs and tailoring offers to consumer requests: this is what we are working on, and thanks to my family, the growth and development process is easier. Welcome is the pivot that supports an activity. Inside our store, a kind of living room is created where the visitor can leave even without making a purchase; what matters is that they have felt they were followed and advised."

"What do I ask of companies? Greater attention to specialized retailers"

Is he satisfied with the relationship with suppliers?

"I would like companies to provide greater protection for specialized retailers. I have sadly noticed that some of them are no longer interested in the quality market, what matters is invoicing. If we don't put the market back on the right track, we risk going off course. They must understand that it is in the interest of the entire supply chain to hold on to specialized stores, and this does not always happen. If the company protects my turnover, my turnover increases and, consequently, the company's image benefits as well. I find it wrong that the same product is present in realities very different from the traditional store. It's a serious mistake. The store, for example, presents the item on a well-set table, with beautiful cutlery and glasses. I tend to enhance and qualify the product, I don't display it on a confused shelf among dozens of other items. We must not forget that we retailers enhance manufacturing companies through a correct communication of the merits and advantages offered by their products."

Finally, what is his opinion on sales?

"I am against sales because they create a habit. People are not encouraged to enter the store and postpone the purchase when the sale starts. It's a different story for end-of-series products, in this case, the price reduction has a valid reason."