The CSIL Report ‘La distribuzione dei mobili per cucina in Italia’ (in Italian language) now in its ninth edition, aims to:
- Analyze the qualitative characteristics of kitchen furniture retail stores in Italy;
- Assess the service quality in the retail stores and the related Trade Satisfaction for 16 major kitchen brands in the Italian market;
- Provide benchmarks for companies in the sector in terms of service, offering an independent ‘certification’ of achieved results and a training tool for the sales force.
The study examines data gathered from a survey conducted with the direct collaboration of nearly 400 kitchen furniture retail stores in Italy, during March-April 2024. CSIL has analyzed the results, providing a detailed overview and a useful tool to describe the specialized distribution in Italy in terms of store size, number of brands carried, customer types, number of kitchens sold, average price and related costs, design, preferred kitchen models, and sustainability.
The report also focuses on the main kitchen brands operating in the Italian market, brands that received a high number of mentions from the participants in the survey.
The analysis, aimed at evaluating service, prices and margins, product, and promotion, structured into 17 criteria, has identified the strengths and weaknesses of each brand and allowed for a direct comparison among competitors.
The 17 considered criteria are:
Service:
- Sales support material available to the retailer
- Ease of contacting/relating with the company
- Loyalty to the distribution channel
- Timeliness of deliveries
- Post-sales technical support and willingness to meet customer needs
- Support in setting up displays
- Availability of graphic software
Prices and margins:
- Prices
- Average unit margin on products sold
- Quality/price ratio
Product:
- Assortment breadth
- Innovation
- Breadth and depth of kitchen range
- Breadth and depth of appliance range
- Breadth and depth of table, chair, and accessory range
Promotion:
- Brand awareness and consumer advertising campaigns
- Promotional policy
