Talking about Battistella B.G. it is always difficult to distinguish between the family and the company, as the family is the driving force that gives vitality and impetus to the company itself. Many years have passed since Guerrino Battistella (the company founder) took his first steps in the mid 1970’s, by supporting the large textile and clothing companies like Benetton, Stefanel and others, and the market has completely changed. Today, after a long time, the company has developed and it is present in many countries of the world with a catalogue of products that is a sort of a “Zibaldone” (title of a book signed by Giacomo Leopardi) of the professional ironing (and not only). Battistella B.G. is preparing itself for the EXPOdetergo International event in October.
Daniele Battistella, the President of the company, emphasises especially the preparation phase for the trade fair. “The fouryearly trade fair is like a real Olympics for our sector, where all the companies are displaying their best technologies. The EXPOdetergo International “square”, is therefore an unique moment that offers great opportunities for all the players and protagonists of the market”. Browsing Battistella’s 2.0 catalogue we realise that we are facing a new communication model, in terms of promptitude, punctuality and completeness, very important factors in the relationship with the customers.
and new interactive
We have thought,” says Michele Battistella, Sales Manager, “to associate a QR code with each product, connected to a link on our website where the customer can find all the information, including also a video tutorial. The Battistella catalogue is suitable for any type of laundry, starting with products for semi-industrial use (ironing tables, boilers, etc.) that are perfect for the small laundries, and up to automated products (shirt presses, toppers, ironing presses, form finishers, etc.) that are essential for the industrial laundry world. A range of products capable of meeting every need and requirement.
We are paying a special attention to the communication, tells Michele Battistella, and we have thought to redefine and refresh our message focusing on the content, and especially on that shared via social media. We want to go beyond the classic content, offering video tutorials and interactive contents, but also videos in which in a simple, ironic and intuitive way you can see every stage of our machinery production. We have placed the manufacturing process under the magnifying glass. In the recent months, we didn’t focus only on the products efficiency and their quality, but also on their design and their aesthetics. We have therefore decided to renew and relaunch the range with new logos and new colours, that will be completely presented at EXPOdetergo International.
These have been difficult months, but the price frenzy on the markets has already started from the second half of the last year. It is a generalised phenomenon and we all had to redefine our prices. The most painful aspect is that the salaries have remained unchanged, and consequently the entire purchasing capacity has been significantly reduced. In some cases, it is also a psychological problem that makes the customers wait and think more before buying. When we saw the first signs of a raw materials shortage, we have worked hard to replenish the stock, as it is essential that when an order is placed, it can be also fulfilled. In normal times, keeping a lean warehouse helps to reduce the operating costs, and we have always had an effective supply chain, but in these times, having a large warehouse is an indispensable asset”.
You were one the companies that responded with ad hoc products to the current health crisis during the pandemic, how are the hygiene and sanitizing products doing today? “We have believed in ozone since 2015, when we launched our GEA ozone cabin, and then more recently, and with different and smaller dimensions, IRIS. Laundries and self-services have equipped themselves in the recent years with this valuable tool, as it can sanitise anything that cannot normally be washed (pillows, mattresses, pushchairs, helmets, shoes, etc.). Unfortunately, at the moment the public authorities have not yet issued any guidelines that could give some certainty, especially for the development of this specific market.
arriving to boost
The sanitising effect of the ozone is not only linked to the pandemic but above all to all pathogens, bad smells, mould, etc., because after two years of health crisis we are all aware that hygiene and sanitisation are fundamental and essential elements. Just consider that we have provided clothes sanitisation booths for an association in Piedmont, which exchanges clothes donated by other citizens to fight against poverty. Disinfecting clothes it is also a way of giving more respect to those receiving them. Looking forward to EXPOdetergo International, we are preparing a new innovative shirt finisher model, especially for its higher productivity.
We are also preparing a new machine for ironing shirts and trousers, a double form finisher, which we already present in our range, but now completely revised. We are currently redesigning our products, the graphics and the colours, as the Masterchef advises, it comes valued the quality, but also the aesthetics. We have digitalized everything: the warehouse, the production and every essential point of the office. Digitising the management of all the orders is a fact that brings cost-saving benefits, is green, but it also allows a greater flexibility and fluidity in the management of the processes. We are talking about the “Battistella Platform”, but I won’t tell you more… because the rest will be displayed at EXPOdetergo International in October. We are looking forward to see you at Hall 3, Booth T01/S10. •
By Marzio Nava
Detergo Magazine – Number 5, May 2022