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ARIGHI BIANCHI IN-STORE AT


moving with the times, adapting to whatever new trends and technology take society by storm. This is something which Neville and his team certainly aren’t afraid of; he said: “Sometimes you’ve got to take a leap of faith and go with it. The flooring industry is very stuck in its ways, and some people are scared of change and new things, but when something new comes out, it’s a learning curve for everyone, but a very beneficial one.”


Although retaining a very traditional customer base, this trait has allowed them to appeal to a much younger market these days. Neville commented: “We cater to a huge age range but interestingly, seven or eight years ago, we discovered that we were mainly catering to the audience we already had.


“I think younger people have a different perspective when it comes to buying for the home; it’s a much quicker turn over and often they don’t want a carpet to last 20 or 30 years. They want something that in five years time they can replace affordably with a new design or style. They want to be able to follow design trends and spruce their home up, without having to be fixated on cost. In response, we


decided to introduce a range of polypropylene polyamides, which younger people can afford to buy now, and then when they move up on the career ladders and in the housing market, hopefully they will come back to us. By bringing in flooring that is of better value, we have a whole new audience dynamic, and our advertising now has a more modern look showing the lifestyle that can be created with our products.”


When it comes to the ethos of Arighi’s and their customer aftercare, one thing remains unchanged no matter what the target age of the consumer: service is key. From their smartly dressed and uniformed employees, to their pristine displays, or their unwavering professional attitude, they ooze character, expertise and an honesty that will continue to attract customers for years to come.


Richard concluded: “Just as our fine old building has seen several generations of Bianchis at the helm, so too has it seen successive generations of our customers’ families come through the door. It is this sense of continuity and community that we believe makes us not just special, but unique in today’s world, in the bond we forge with our customers – not just as customers, but as friends. We intend to maintain this tradition into our next century in business and beyond, and it’s our firm belief that we will.”


www.arighibianchi.co.uk Tomorrow’s Retail Floors Autumn 2014 | 21


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