interview with Stefano Baldoin, i BIBANESI
In recent years, the Large-Scale Retail Trade (GDO in Italy) sector has undergone profound changes, driven both by economic and social transformations and by changing consumer habits. These changes have had effects on various market players – Brand Industry, Private label and the GDO itself – on the one hand encouraging the rise of e-commerce and, on the other, highlighting a crisis in large traditional sales surfaces.
For decades, large-scale retail trade has played a central role in the marketing of branded industry products, a sector that has focused on quality and innovation to stand out and win over consumers. However, in recent years, pressure on prices and the search for efficiency by large-scale retail trade have increased competition between private labels (distributor brand products) and historic brands.
While on the one hand the Large-Scale Retail Trade has pushed for a lowering of prices, in line with consumer demands, on the other hand the branded industry has tried to maintain a distinctive positioning, focusing on quality, sustainability and innovation.
Private Label vs IdM
Private labels – that is, branded products from the most well-known retail chains – were once appreciated for their good quality-price ratio. However, rising production costs are pushing retail chains to reduce quality to maintain margins, with significant consequences on consumer perception.
In this context, a brand like Bibanesi – a well-known brand for the production of baked goods – is in an advantageous position, being able to offer premium products that meet rigorous quality standards. Its artisanal quality, in fact, represents a guarantee of authenticity. In the competition between private label products and branded industry products, Bibanesi therefore meets the favor and recognition of those consumers, who are looking for a high-quality product at the expense of cheaper choices.
eCommerce and escape from Megastores
The crisis of large-scale stores is now evident. Shopping centers and hypermarkets are experiencing a reduction in traffic in favor of smaller and more specialized formats.
Consumers prefer quick shopping experiences close to their homes, choosing channels such as local supermarkets or online shopping, a reality that popular narrative always represents as a cause of ‘competition’, while it is more likely an element of ‘convergence’. In my opinion, the trend suggests that greater specialization – the butcher or fishmonger for example – and a smaller size are the most effective ways to respond to the needs of the current market.
E-commerce in Italy has had extraordinary growth in recent years, also profoundly influencing the Large-Scale Retail Trade (GDO) sector. Digital transformation has had a significant acceleration in particular following the pandemic, which has pushed many families to experiment with online purchasing of food and consumer products for the first time. Today, the digital channel is an essential part of the GDO strategy, but the path towards full integration is still complex and presents unique challenges and opportunities.
The large-scale retail sector has traditionally lagged behind other European countries such as the United Kingdom and France in adopting e-commerce.
But the change in pace that has taken place in recent years has led many chains to develop online sales platforms or to collaborate with specialized operators. These services have introduced new purchasing habits for many Italians, who now expect a wide online offering and efficient logistics. E-commerce is not just a sales channel, but also a tool for improving the customer experience and collecting data on consumer preferences. Digital platforms allow chains to create a personalized offer and targeted promotions that build customer loyalty.
However, to compete with the e-commerce giants, large-scale retail trade must invest in quality user experiences, taking care of every aspect of the purchasing process: from site usability, to delivery accuracy, to cost transparency.
Who wins? Shared Values and User Experience
To conclude, I believe that among the Brand Industries, Bibanesi is an example of how a brand can compete in the market by focusing on recognizable and shareable values.
Even in the generational transition, the maintenance of the high standard was guaranteed, consolidating the brand value that combines quality, tradition and authenticity. It is no coincidence that the company was awarded in June of this year – during the CONgraduation Awards 2024 organized by IUSVE, the Istituto Universitario Salesiano Venezia, in the fantastic setting of Villa Ottoboni in Padua – the Brand Innovation 2024 award for “the ability demonstrated over time to create an innovative and unique brand”.
Stefano Baldoin
Stefano Baldoin, after taking on the role of Sales Manager in an Imoco Group company in Treviso, has been part of the company team since 2011 and today holds the role of Sales Director of Da Re SpA – i Bibanesi.
