Mondadori Retail, the company that manages Italy’s most extensive chain of bookstores, continues its development strategy with the opening of con 10 new sales outlets across the country.
The new Mondadori Bookstores – both directly managed and franchised – that will open in the coming months will be supported by a plan to strengthen the offer, digitization and the launch of a training programme for booksellers.
“In a year that has been characterised by great dynamism in the book sector, we think that it is a real priority to invest in both the development of physical stores and the enhancement of services,” declared Carmine Perna, chief executive of Mondadori Retail. “Preference will be given to medium-sized shops, managed directly in the larger towns and cities and as franchises in smaller centres, with the aim of responding to the cultural needs of the local communities with an offer the corresponds to the customer. We will also offer specific training to our booksellers and new digital tools to encourage and expand the relationship with readers across the country,” Perna concluded.
A new Mondadori Bookstore has opened in Milan, within Bicocca Village. This directly-managed shop will be a point of reference for book lovers with over 10,000 titles available, from fiction to non-fiction, classics and comics, a sector dedicated to kids and young adults, with films and toys, and s selection of quality stationery, gift boxes and gift cards.
Another new opening took place at the end of May in Pontecagnano (Salerno): where the nee Mondadori Bookstore will enhance the offer of the Centro Maximall with the best of Mondadori’s offer of culture and entertainment.
By the end of July other new Mondadori Bookstores will be opened in Portogruaro (Venice), in the Adriatico2shopping mall and in San Martino Buon Albergo (Verona), inside Le Corti Venete, to be followed in the autumn by another three directly-managed stores in central-north regions.
Also franchised openings will continue: following those in March and April in Cava de Tirreni, L’Aquila, Avella, Naples and Frascati, new affiliated booksellers will open another three Mondadori Bookstores in the centre and south of Italy before the end of the summer.
As well as reinforcing the shops, the Mondadori Retail strategy is focused on enhancing specific market segments, expanding the in-store assortment with the introduction of the Just Comics format: an in-store comics factory, to give more visibility to a publishing area that is meeting with increasing public interest.
Just Comics is already present in Milan with an entire floor dedicated to the segment in the Rizzoli Galleria book shop and the Mondadori Megastore in Piazza Duomo, in the Mondadori Bookstores in Arese, Padua, Bologna, and both the Via Appia and Fiumicino stores in Rome, and with an extensive section in the main shops of the chain, as well as on www.mondadoristore.it. With a selection of over 10,000 comic and illustrated titles, that go from manga to graphic novels and superheroes, it will be a new point of reference of all comics fans and everyone who wants to discover a world full of stories.
Mondadori Retail has also launched an extensive training programme for booksellers, which aims to reinforce the skills of the teams in the directly-managed stores, by enhancing important aspects of the relationship with readers, from when they arrive in the shop until they make a purchase. For the franchise chain, a series of meetings will begin in the autumn aimed at providing booksellers and the entrepreneurs who have decided to affiliate with the chain with the tools and knowledge necessary to develop their skills.
Particular attention is also being given to digital services, which are increasingly central in the relationship with readers and the buying process, which have been designed around the needs of new consumers. The entire Mondadoristore.it catalogue – with over 1 million titles, including books in Italian and in original languages, school textbooks, eBooks, eReaders, films in DVD and Blu-ray, music of every kind, toys, gift ideas and stationery products – is accessible also through free multichannel services, selecting between the Pick Up Point, Prenota e Ritira (Order & Collect) and Invia a casa (Delivery) options.
There is also an expansion of the range of new cashless services, such as Scalapay, available from June, which enables customers of the online channel to pay by instalments, and a pay by mail solution, which will be up and running by the end of the year, to pay remotely for purchases made in store.
The logistics area – essential to ensure an increasingly efficient service for both customers and booksellers – is also being upgraded, with the optimisation of the entire process – from orders to delivery– with the autumn introduction of dropshipping, an innovative distribution model that makes it possible to reduce delivery times.