Italian grocer Esselunga is testing a store concept under a new banner called la Esse in Milan. The retailer aims to analyse the response from customers, to subsequently plan future strategies for Esselunga. The new 400 sq m store occupies three storeys in a corporate area of Milan to meet changing shopper needs. The retailer intends to improve customer experience by introducing ready-to-eat meals, online shopping and collection points via dedicated lockers.

The Italian market seems to be growing more towards convenient, practical and accessible stores for urban customers to help buy basic grocery items, fresh food and ready-to-eat items with ease. It is with this trend in mind that Carrefour introduced Express convenience stores in the country.