Investindustrial

In 2008 Stroili Oro (www.stroilioro.com), after having completed its expansion phase reaching 335 points of sales in Italy, started its second phase focused on increasing sales per square meter. In order to achieve this objective, the company launched a national TV media campaign to heighten store recognition, support private labels and improve overall customer experience. Stores with lower profitability were converted into the new “Ideal Store” format and under-performing stores were closed. Furthermore the company strengthened its management team and implemented significant training programmes to improve the commercial skills of its sales force. The central functions of Stroili Oro were consolidated into one location in Amaro (Italy) and new logistics processes were introduced to improve profitability.