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He joined the sign just under two months ago. She is Brico io’s new Purchasing and Marketing manager, whom we met at the House in the Fall event.
A lively chat, the one with Micaela Cappello, from which one sensed all the enthusiasm for the new professional adventure, although, the experiences gained previously, find her definitely equipped for the task ahead.
In fact, he has accrued 25 years in large-scale retail, between Auchan first and Carrefour later, with a latest foray into b2b eCommerce with Deliveristo a platform dedicated to the Ho.Re.Ca. sector.
With his arrival Purchasing and Marketing come together in one reference because “the many aspects that are shared with the supplier must then be communicated to the sales staff and the end consumer. Therefore, having a vision that combines both product category development and related business strategy communication is easier and more effective.”
She arrives in a field she is unfamiliar with but immediately found fascinating and unhinged some of her impressions: “I thought it was more ‘masculine,’ instead there are extremely innovative product categories that engage the female audience and, dealing with home and garden, show us How people’s habits are evolving.. And, then, Brico io has a formula that involves the whole household.”
Of her joining the sign, she is keen to emphasize her satisfaction at joining a sign “that has its own historical prominence and is much loved by the industry both internally-most people have worked here for many years-and externally. I found an extremely innovative company with a vision very open to new proposals.”
Going into the differences between her past in food distribution, when asked by us with respect to the differences and whether she detects any evolutionary distance in brico distribution, Micaela Cappello replied, “Food a more evolved sector? As a model I think so, but not so much because of the merit of distribution as because of the presence of large companies, multinationals, which are very innovative in their processes, in their approach to the customer, in analyzing the market, and in developing a very forward-looking strategy. This makes distribution have to behave accordingly and keep up, otherwise companies go elsewhere.”
And what does the distribution of this sector need. Of course it’s premature to ask, but so, as first impressions?“I would say more sign identity. The consumer is not clear about the difference between the signs, and while in grocery each sign has its own defined name, in brico distribution, apart from very few examples, assonances are the order of the day. This creates homologation, while you need to stand out, certainly by working on branding but also by communicating your strategy with regard to goals and mission. It is necessary to stand out and, therefore, to find something that makes a difference.
How? “We’ll talk about it in a few months.”
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