Natuzzi Italia: Harmony becomes a success model
At Natuzzi Italia, everything is strictly linked to Harmony, the core of brand's DNA. It is both a philosophy for life and a business strategy that Pasquale Natuzzi, Founder and CEO, has spent years defining for his company, its brand, its products and its stores. “We have a 60-year history,” states the founder. “About 20 years ago,” he continues, “we began a major development of the global brand, investing almost a billion dollars to position ourselves as a consumer brand in the premium segment of the market. This involved upgrading the Italian factories, as well as diversification and product innovation, extending the range that now includes all types of furniture for the living, dining and sleeping areas of the home. We defined the concept of single-brand stores and we are committed to developing them, investing in marketing and communication. All in the name of consistency and the constant search for Harmony. It's a goal that guides me in every step I take, in every moment of life.”
Strengthened by this development process, which has seen it become the world's best known furniture brand among premium consumers (IPSOS Observer, 2018),Natuzzi Italia is present at High Point Market Fall 2018 with the new products first launched at Milan Design Week last April. It’s a collection in which nature-inspired design meets the evolution of the smart home, featuring intelligent, integrated, interconnected products.In its High Point building, Natuzzi Italia presents the Archistar Collection, with designs byMario Bellini and Marcel Wanders. Torsion, by Mario Bellini, is the impressive round table with a glass top two meters in diameter resting on a wooden structure that resembles an unfolding olive tree, consisting of six stylized "branches" of solid olive wood. Agronomist and Oceanographer, on the other hand, are collections by the Dutch designer Marcel Wanders: armchairs, chairs, tables and accessories inspired by the Apulian landscape and lifestyle, encompassing land and sea. With its Smart Living program, created in partnership with LG Signature, Natuzzi Italia opens the door to the Internet of Things by connecting the Colosseo sofa to other items in the home. The task of setting up the ideal environment to perform key relaxation-related activities is entrusted to a virtual assistant or smartphone app. “The challenge we set ourselves when creating the new Natuzzi Italia collections was to take the harmony that regulates every natural ecosystem and replicate it in the domestic environment,” says Pasquale Natuzzi Junior, Natuzzi's Chief Marketing and Communication Officer, who continues, “It was inevitable that we would begin this journey in Puglia, the land of our roots. We represented design as form of evolution, starting from the aesthetic and functional perfection of the olive tree and ending up with smart living, where everything is interconnected through the use of cutting-edge technology.»
On the retail development side, Natuzzi Italia comes to the High Point market with a track record of consistent growth. In 2016, twenty-seven new stores were opened, in 2017 thirty more, and in 2018 another fourteen. Natuzzi Italia currently operates 205 monobrand stores worldwide.
In the words of Pasquale Natuzzi: “The retail model we have implemented works, and represents a success story. Today, Natuzzi Italia stores mirror the brand's soul, they perform and ensure excellent profits.Thanks to the breadth of our total home offering, our customers can choose to buy furniture for their entire home. We have had cases of end customers spending over $100,000 by the time they leave the store. That has happened in the Chicago store as well as in our Florida stores in Naples, Miami and Orlando. These are exceptional cases, but they are a good indication of the effectiveness of our retail model.” The retail organizational model created by Natuzzi Italia is Direct to Consumer and geared towards excellence. Pasquale Junior explains, “The process starts with identifying the target consumers we want to reach, and continues with a focused merchandising strategy. We pinpoint locations where the catchment area shows high numbers of our target. Consequently, floor merchandising is adapted to the target, so we're always showing the right product at the right price. Store traffic is generated by means of an evolved marketing mix (digital and offline).”
Once inside a Natuzzi Italia store, consumers are immersed in a multi-sensory experience that reflects the Italian lifestyle: beautiful giant prints of Puglia, together with the products, satisfy the sense of sight; freshly served espresso gratifies the sense of taste; ambient aromas created with Mediterranean plant essences delight the sense of smell and background music offers the perfect soundtrack, resulting in an experience that is truly out-of-the-ordinary. Pasquale Junior concludes: “We have set up a Retail Excellence program to give our sales consultants the best preparation to assist customers from the moment they enter the store until the moment the sale is closed. Each of our consultants is trained in best practices defined by managers from well-known, high-end, international fashion brands.” Finally, there's an innovative configurator that offers a high-definition 3D interior design service, starting from photographs of the potential customer's home. A preview of the new, state-of-the-art configurator will be shown in the High Point building, where a “virtual room” will be set up, allowing visitors to enter a virtual environment furnished with products from the Natuzzi Italia collection.
An appointment with Natuzzi Italia is an event not to be missed. October 13 to 17, at 130 WEST COMMERCE AVENUE, HIGH POINT, NC 27260.
What kind of personal data will we use?
Personal and contact information
We may use the personal and contact information provided to us when you enter into a purchase contract for Natuzzi products, request a quote or information about our products, register with the Natuzzi Community or sign up for our newsletters (hereinafter known collectively as “Data”).
In order to be able to request information and/or complete the process of registering with the Natuzzi Community, all the data indicated with an asterisk in the respective forms must be provided.
With your consent, we may also use Data relating to you gathered according to different means than the ones just described.
More specifically, we may gather the following types of data:
Why will we use your data and what legal basis we will adhere to?
If you grant your consent, we will use your data for each of the following purposes, including through the use of electronic means:
a) in order to send you – using the contact information provided by you – newsletters, information on products and services provided by our company, offers and promotions, and to conduct market research. For example, we might send you emails or instant messages (e.g. via SMS and WhatsApp), send you promotional material to your postal address or contact you on the phone via an operator.
b) in order to examine your preferences, the ways in which you interact with us and your purchasing behaviour. More specifically, in order to better understand your tastes and interests as regards our products and correspondence, we may examine – including using automated systems – the information you provide to us in order forms and quote requests, purchases made by you at Natuzzi stores in the last ten years, your interest in the correspondence and newsletters we send you, your visits to our websites, the way you use our apps and your interest in our social media channels (e.g. Facebook). For more information on the Data we may obtain as a result of you browsing our internet websites and/or using our apps, please consult the relevant privacy documents. Finally, we may supplement your profile with information of a statistical natural that we lawfully obtain from other sources: this could be in relation to where you live (e.g. demographic information, geo-referencing data etc.) or the electronic devices you use to interact with us.
In any case, this kind of profiling activity shall not have any legal consequences on you, nor will it have a significant effect on you personally.
Moreover, in the event that you have filled in a form for the request for information, we will use your Data:
c) to provide you with the information requested;
And, in the event you have filled in the Natuzzi Community registration form, we will use your Data for the following purpose, including through the use of electronic means:
d) to manage your participation in the Natuzzi Community. Your Data will be used to provide you with discounts and other advantages which may be made available to you. More generally, it will be used to satisfy all related contractual and administrative requirements.
Registration with the Natuzzi Community is optional and neither registration nor the information request is in any way dependent on you granting your consent for the data processing purposes set out at (a) and (b).
Who is the data controller?
The data controller is Natuzzi S.p.A., whose contact details are shown below.
How long will we store your Data for?
We will only store your Data for the period of time necessary to pursue the various data processing purposes.
As regards the Natuzzi Community, your Data will not be stored for processing for longer than the time necessary to manage your participation in the Natuzzi Community. In the event that you decide to leave the Natuzzi Community, your Data will be deleted within 30 days.
For the purposes set out at (a) and (b), your personal and contact information will be stored for processing until such time as you revoke your consent, while information relating to your purchases will be stored for processing for no longer than 10 years from the date of collection. Information relating to your interactions with us will be stored for no longer than 12 months from the date of collection.
Who will we communicate your Data to?
For administrative purposes, we may communicate your Data to our service suppliers (e.g. IT services). If you are registered with the Natuzzi Community, we may communicate your Data to companies – including foreign companies – who manage the stores participating in the Natuzzi Community initiative, as well as to third parties where we are legally obliged to do so.
A full list of such companies will be made available if you send a written request to the contact details shown below.
How will the transfer of your Data to non-EU countries be regulated?
Your data may be transferred outside of the European Union, including to countries where the level of personal data protection may be lower than that guaranteed by European regulations.
In any case, your Data will be adequately protected during such data transfers, particularly as regards the standard contractual clauses introduced by European Commission Decision 2010/87/CE https://www.garanteprivacy.it/web/guest/home/docweb/-/docweb-display/docweb/1728496.
What rights do you have?
You have the right to request access to the Data, to request the amendment or cancelation of the Data, to request that data procession by limited, to object to our using your Data and to request that a copy of your Data be sent to you.
Rights of the interested party
Right of access
Right of amendment
You have the right to obtain – without undue delay – the amendment of any incorrect personal data regarding you.
Right of cancellation
The have the right to obtain – without undue delay – the cancellation of personal data regarding you for any of the following reasons:
a) the personal data is no longer necessary as per the purposes for which they were collected or processed;
b) you have revoked your consent to data processing and there are no other legal grounds for data processing;
c) you have opposed data procession and there is no other legitimate motive to proceed to data processing;
d) your personal data has been processed unlawfully;
e) your personal data must be deleted to complete with a legal obligation.
Right to limit data processing
You have the right to obtain the limitation of data processing in the following scenarios:
a) if you inform us that your personal data is incorrect, we will limit data processing for the period needed for the data controller to check your personal data;
b) if data processing is illegal and you oppose the deletion of your personal data and instead request that its use is limited;
c) even though the data controller no longer needs your personal data for data processing purposes, your personal data may still be needed to check, exercise or defend a right in a legal setting;
d) if you have opposed data processing and are awaiting verification that we have legitimate reasons for this.
Right of opposition
You have the right to oppose – at any time – the processing of your personal data for direct marketing purposes, including any profiling activities linked to marketing.
Right to data portability
You have the right to obtain a copy of the personal data we have regarding you in a well-structured, intuitive format that can be viewed on an automatic device. You also have the right to pass this data to another data controller without the consent of the data controller that supplied you with it, in the event that:
a) data processing is based on consent or a contract; and
b) data processing is carried out using automated means.
You have the right to obtain the direct transfer of your personal data to another data controller, provided this is technically possible and only by request.
How can you change your preferences or revoke consent?
You can – at any time – check, modify or revoke your consent for the data processing purposes as set out in (a) and (b). You may also declare that you no longer wish to receive commercial information via email and/or instant messaging services. You can decide to leave the Natuzzi Community at any time. In order to do so, simply contact Natuzzi S.p.A. or the Data Protection Manager at the address email@example.com.
How do you contact the data controller and Data Protection Officer to exercise your rights?
You can exercise your rights by writing to the data controller and/or Data Protection Officer at the following addresses:
Via Iazzitiello, 47
70029 Santeramo in Colle (BA)
Natuzzi S.p.A. Data Protection Officer:
Protection Trade Srl
Via Giorgio Morandi, 22
04020 Itri (LT)
How do you contact the relevant authorities to make a complaint?
Any complaints can be sent to the relevant authorities at the following address:
Garante per la Protezione dei Dati Personali [Personal Data Protection Authority]
Piazza di Monte Citorio n. 121
Fax: (+39) 06.69677.3785
Tel: (+39) 06.696771
Certified email address: firstname.lastname@example.org
Last updated: 14/05/2018