La Rinascente jumps online

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ROME--La Rinascente, Italy's largest retailer, plans to open a "virtual store" and also develop a Web-based food operation. "Consumers can be more critical of retailers they don't know," says Mario Fusardo, a Rome-based marketing consultant. "A company like La Rinascente has an automatic client base that knows and trusts it."

The company says advertising for the online venture will be done in-house for the time being. La Rinascente works with several Italy-based agencies for its traditional retailing operations.

Plans are for the online food sales service to start taking orders by the end of the year in northern Italian markets.

Copyright July 2000, Crain Communications Inc.

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