Here is an excerpt from the presentation of Joseph Ziliani, director of private label Conad at the conference organized on the big retail and wine Vinitaly last week.
As for the wine, Conad based its offer from a well-defined characteristic of the chain, namely the fact that the core business is the point of sale "neighborhood." In practice, the added value lies in being in the house. It is no coincidence then that Conad can count on 4 million consumers are not casual, with a penetration of 20.3%, and a high frequency of purchase (on average, about once a week). These are the elements that make the chain Conad No 2 in Italy after the Coop, but they are elements that reflect the supply of wine (the wine market in Conad volumes are around 30 million liters).
In what way? With the image of the store under the house, studied Conad offer wines that places a strong emphasis on wines from the region, going to be the product of area and with smaller companies that may not be able to generate the volumes that might need the same chain on a national scale.
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