Enriching retail experience

Creating retail environments, developing a unique retail brand experience and understanding the power of customer are its forte. It also generates unique productive solutions, setting the strategic vision in motion. The name we are talking about is Grottini, an international company focusing on customers’ retail experience. It was awarded the internationally-recognised certificate of Maximum Affordability from D&B, a multi-national company leading in global business information, which assessing the reliability of companies.

Retailer: How do you define Grottini?

Dr Nicola Evoli (NE): We create retail environments for which we carry out store-and-format designs to fixtures, lighting, flooring, communication and execution/ roll-out, depending on client’s request and market situations.

Retailer: How important is designing for a store? How do you develop a perfect retail environment to spark customer’s interest?

(NE): There is no magic formula. It is, in fact, teamwork in which client’s sensibility and co-operation is extremely important. It involves a balanced mix of marketing, economic and design factors coupled with speed and reliability. Designing is very important, for it is not self-centered but customer-centric. It is an art.

Retailer: What are your core strengths?

(NE): We are truly international in our approach, cost-effective, fast and can offer the entire package of related products and services.

Retailer: What is your clients’ profile?

(NE): Retailers, some internationally-recognised brands and many multiple retailers.

Retailer: What makes Grottini different from others?

(NE): We are way ahead in our industry. We are manufacturers as well and do not focus on display units or art, but on our clients and above all, the consumers.

Retailer: Every client is different, so how do you customise according to retailer’s preferences? How do you balance between manufacturing and sourcing?

(NE): We manufacture and also outsource, but always under our standard check and performance.

Retailer: How do you cope up with the design techniques in line with the fast-changing retail industry?

(NE): We have to be part of the design community, hence our co-operation with NID and ICSID.

Retailer: How do you look at the international market vis-a vis the Indian market in terms of retail design?

(NE): The Indian market has a great potential, but is not fully exploited for lack of genuine understanding and farsightedness. Too many accountants and few genuine investors in people and knowledge is the main drawback. Profit is essential but it is generated by appropriate strategies. We cannot accept profit as a greedy attitude to business.

Retailer: What constitutes a successful retail design?

(NE): Knowledge and anticipation of trends.