Italian supermarket chains Sigma and Sisa have set up a joint distribution company called D.IT – Distribuzione Italiana.
The two partners will aim to share knowledge, enhance territorial presence, and develop synergies in order to best meet the needs of the customers while maintaining distinct brand identities, reports Corriere Nazionale.
D.IT will enable Sigma and Sisa to increase efficiency and to jointly develop promotional and marketing activities to better meet the needs of local markets, the paper reports.
Sales Strategies
The company will also be responsible for coming up with differentiated sales strategies that are consistent with consumer needs and with particular reference to CRM, loyalty and positioning of private label brand products. Purchased stocks will be shared, while each brand (Sigma and Sisa) will independently manage growth strategy, communication and promotion.
Two NewCos have already been established: Distribuzione Sisa Centro Sud with a distribution centre in the Campania region, and Distribuzione Sisa Sud with a distribution center in Apulia.
The new group will have a turnover of €4 billion with a national market share of around 3%.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Branislav Pekic. Click subscribe to sign up to ESM: The European Supermarket Magazine
