Mystery Shoppers

Featured Article July '09

The Secret of Italian Charm

For a source of inspiration concerning successful multi-channel shopping, look no further than Piccolino.

This exciting and innovative company that we here at Insight have the pleasure of working with has managed to harness the power of the internet successfully.

Piccolino has a number of vibrant Italian restaurants across the country. With its promise of chic dining combined with traditional Italian charm and the finest Italian dishes, Piccolino is proving to be a success. It has seen recent expansion into Cabot Circus, the new shopping centre in the hub of Bristol, which was sourced with Insight’s help.

As a restaurant, one cannot be blamed for    assuming that Piccolino cannot take advantage of multi-channelling. However, contrary to   assumption, they have used their ingenuity to make the most of the opportunities the internet has to offer.

Piccolino’s attractive website is used to tempt more further customers by providing an interactive opportunity for a unique customer experience. The ease of online table reservation provided by Piccolino means the restaurants are always busy. We believe this kind of intuitive and personalised service that can attract new custom.

Piccolino have also heeded the warning that the level of customer service must be consistent across channels. By providing online access to menus, information about their premium ingredients and recipes, they manage to emulate the convivial atmosphere of the restaurants. With the intention of    commencing a newsletter from October they hope to take full advantage of all marketing channels.

Piccolino, then, have not just flung up a website with the hope of maintaining the status quo, but have given thought and attention to the use of multi-channels for their business, seeing increased custom as their reward. They provide an example to be followed.

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