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Reclaiming customers through a retailer‐led TCM scheme in Italy

J. Andrés Coca‐Stefaniak (Manchester Metropolitan University Business School, Manchester, UK, Manchester Metropolitan University Business School, Manchester, UK)
Fabrizio Stasi (Novi Ligure “Cuore di Novi” Downtown Association, Torino, Italy)
Giovanna Codato (Associazione Gestione Centro Città Torino, Italy)
Elena Franco (Associazione Gestione Centro Città Torino, Italy)
Gareth Roberts (Manchester Metropolitan University Business School, Manchester, UK)

Journal of Place Management and Development

ISSN: 1753-8335

Article publication date: 14 March 2008




Il Cuore di Novi is an example of an innovative way of regenerating and revitalising a town centre in Italy in the face of intense competition from large out‐of‐town retail and residential developements. This has been achieved through a combination of research surveys linked to an organic approach to marketing strategy and effective engagement with the town's local authority and small‐ and medium‐sized retailers. The paper's aim is to discuss this development.


This case study provides an example of retailer‐led town centre management in the Novi Ligure (Italy) and builds on previous work by Molinillo Jiménez, Sánchez del Río, Vilariño et al. and Coca‐Stefaniak et al.


Southern European models of retailer‐led town centre management, known in Italy as centro commerciale naturale and discussed by Valente, Zanderighi, Moras et al. and Codato et al. can be effective in competing with large out‐of‐town shopping centres through innovative place management and marketing techniques in town centres based on local know‐how, differentiation and customer service.


The case of Novi Ligure's successful retailer‐led town centre management scheme is unique in Italy in terms of its ability to integrate retail revitalisation with urban regeneration in a town centre. This scheme is ground‐breaking in Italy and provides further evidence of the success of Southern European bottom‐up retailer‐led place management models. This study is of value to practitioners and policy makers in place management, town centre management, local authority planning officers, urban regeneration consultants, academics, small‐ and medium‐sized independent retailers, community leaders and town centre residents.



Andrés Coca‐Stefaniak, J., Stasi, F., Codato, G., Franco, E. and Roberts, G. (2008), "Reclaiming customers through a retailer‐led TCM scheme in Italy", Journal of Place Management and Development, Vol. 1 No. 1, pp. 115-124.



Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited

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