Azzurra Eydallin, WW Retail Director | How do you move from giving answers to asking the right questions to build high-performing retail teams? In this testimonial, Azzurra Eydallin, WW Retail Director at Loewe, shares how CapKelenn’s Retail Coaching programme has helped Loewe put the store at the center of everything they do, moving toward a […]
In this testimonial, discover how CapKelenn has partnered with Aristocrazy to drive cultural transformation and leadership development through our Retail Coaching programme. Since 2018, Store Managers and Area Managers have strengthened their leadership, developed a coaching culture and enhanced both employee and customer experience.
Their flagship directors were coached to manage their teams with confidence and a process.
Same brand, same product, same price. Yet sales results differ radically between stores and salespeople.
Your area and store managers are stuck in firefighting mode, which means they can’t implement a long-term vision for their teams.
Each salesperson improvises their own sales script. The customer experience depends on the mood of the salesperson instead of on a shared sales method.
The morning briefing happens, but it fails to energize the team. They simply put up with it instead of coming away from it with renewed motivation.
Sales figures are pinned up as targets to be achieved, but they generate no commitment from salespeople since no one knows what to do to achieve them.
Salespeople are hired, trained and leave before the time you invest in them yields a ROI.
Your brand values are spelled out in black and white in your onboarding manual. But they are nowhere to be seen in customer interactions or team meetings.
Leadership launches a new initiative. The team nods along. Three weeks later, nothing has changed
*Year 2026 / ** Net Promoter Score
The best area manager or store manager isn’t necessarily the one who knows your product the best, but the one who knows how to get the best from each salesperson. Our Retail Coaching methodology focuses on this exact shift: from managing by pressure to leading through coaching, with method, with style and with measurable results from month one.
Whether in the opening briefing, coaching on the floor during a sale, one-on-one conversations with salespeople or the Regional Director's regional Teams meetings. The manager learns how to coach their teams through the selling ceremony, how to transform KPIs into practical avenues for improvement, and how to say what no one else will say, even in the most difficult situations. The result isn't just a team that sells more — it's a team that wants to stay and keep growing.
Each of our 26 coaches worked in real-life sales and retail environments before becoming certified as ICF coaches. These two aspects of their background are the reason why our programs resonate immediately with store teams.
The McDonald’s staff at La Paz University Hospital, the largest hospital in Spain, transformed their customer experience with coaching and a clear mission.
Staff friendliness rating by customers after only two months of coaching
Improvement in customer satisfaction rating in the shortest time possible
Be the most “hospitable restaurant” in the world right where people need it most
More sales, a better atmosphere and better customer service — all at once and with the same team
The CapKelenn methodology is not a list of sales techniques or a customer service manual. It’s a certified system that modifies how managers brief their teams or support their salespeople when they need to lift their performance after a difficult few weeks. It is a change in mindset and attitude that is transformative.
Our 26 accredited coaches provide live online or in-person coaching through group and individual sessions. At CapKelenn, we know new habits aren’t formed in the classroom. They are formed in the back of the store, in uncomfortable end-of-shift conversations, or in a briefing that nobody wanted to manage but that ends up being the best of the week. With our Retail Coaching CapKelenn® method, you co-construct a leadership framework alongside us that has a lasting impact on your organization’s processes.
We roll out this transformation on a global scale through our network of 26 accredited coaches, who are able to work with you 100 per cent synchronously, in 14 languages, whilst carefully adapting to your brand’s culture. We don’t simply hand you a theoretical manual; we co-create a flexible operational framework that unifies and elevates your international sales network. Every manager we train becomes a catalyst for the development of their own team.
When our Retail Coaching is embedded as a leadership mentality, managers apply it, teams internalize it and the organization makes it its standard of excellence.
How can you make your sales team as motivated as Kylian Mbappé or Lionel Messi before a World Cup final? Benoit Mahé answers that question in his book using a proven methodology that combines professional coaching, NLP and skilled use of KPIs. The result is that each in-store interaction becomes a unique experience for both the customer and the salesperson who handles it.
Our Retail Coaching methodology works on the three things that make for a healthy network of stores. Because it is impossible to improve sales results without first investing in your salespeople.
We help your teams come to work with a goal and a sense of pride. Customers will feel it, and your sales results will prove it.
We give you a shared methodology that transforms each interaction into a coherent, memorable, people-centered brand experience.
Your managers become leaders who support their teams, understand each team member, and know how to respectfully guide them beyond their comfort zone.
Conversion, UPT, average ticket size — we turn these metrics into concrete actions that your sales team can take today.
We help salespeople reclaim their role and sense of purpose within a store. A sales team that feels appreciated and respected sells better, and everyone can see it.
Customers encounter the same standard, mindset and experience whether they are in New York, London or Sydney.
We use fun theory and gamification to make, and keep, your sales teams motivated.
And they choose to stay with your brand because they know that their manager sees them, wants to help them, and is willing and able to show them how to lift their performance.
Because once a manager understands how to coach and once a salesperson discovers that they can make a difference, your results go up and stay up. Be warned: our coaching is not theoretical. What we give you is a team of coaches who are experts in retail and sales, who have extensive experience in the field, and who use this experience to maximize the potential of each of your people.
Then we focus on your middle managers, who pass our methodology on to your teams. This ensures your teams have a shared goal, take ownership and work together in an environment of open communication. Helping your managers to develop their emotional intelligence gives them confidence and a sense of safety. Which in turn helps them guide their team — including beyond their comfort zone.
By looking after your talent and helping them to upskill through Retail Coaching that is designed for sales teams, we set in motion a natural process that elevates their service to customers and improves your business KPIs. A happy sales team that has a sense of belonging automatically has more genuine interactions that impress customers and add value to the buyer experience.
Our Retail Coaching takes the methods and style of professional coaching and transposes them into the world of retail stores and sales team management. The program is CCE-accredited by the ICF. It was designed based on our own experience in the field, and it establishes new leadership rituals, transforms the mindset of retail managers, and generates quick, tangible, lasting changes in conversion, average ticket size and UPT within the first weeks of coaching.
Our coaches speak the language of each market, but they also understand its retail culture inside out. Each coach in our network has proven experience in multiple sectors and industries. This is another point of difference between the CapKelenn methodology versus generic one-time courses — we adapt to the needs and reality of each of our clients.
Yes. CapKelenn supports bakers, chemists and other independent businesses through sector-specific trade associations and chambers of commerce.
It couldn’t be simpler. Simply tell us what challenge you’re facing and we’ll lead you in the right direction. You don’t even need to have clearly defined what your needs are just yet. Just fill in the contact form or request a call with one of our coaches.
We custom-design retail management coaching for agencies, restaurants, sales locations and networks of stores that want lasting, systemic change.
We have an entire page dedicated to our Sales Coaching options, methodology and case studies to show you how we can adapt our coaching to your organization.
Our Sales Coaching program applies the same thinking and attention to detail to B2B sales as our Retail Coaching program. Our methodology is certified by the ICF and gives you measurable results within the first weeks.
Our programs equip you to achieve long-term business success and help your brand culture shine on every shopping street and in every shopping mall. We help you develop a culture of leadership and excellence in your organization to make your retail brand more people-centered. Because we believe that retail and sales can play a role in building social connection and cohesion, and so contribute to the emergence of a better world.
Our Japanese coaches are trained in the country with the most refined culture of customer service.
We provide coaching in German for B2B teams and distribution networks in one of the most demanding markets in Europe.
Our coaches in European Portuguese have deep knowledge of the Iberian market and its connections with the Brazilian market.
This is the head office of CapKelenn and where we design our programs for the Iberian Peninsula and Latin America.
Our French coaches are experts in the luxury, cosmetics and French supermarket sectors.
These coaches specialize in the sectors for which Italy is famous, and where the selling ceremony is an integral part of brand identity.
We run programs in Arabic and English for the luxury and premium retail sectors, which are rapidly expanding in the Middle East.
Our Korean coaches are specialists in a market that has a refined sense of innovation, customer experience and attention to detail.
Our local coaches run programs in Cantonese and English for sales teams in the luxury and retail sectors in the financial hub of Asia.
Our bilingual, multicultural coaches operate in the most competitive consumer market on the planet.
Our programs in Mandarin are designed for teams operating in one of the world’s most complex and fast-changing markets.
This is our center of operations for all programs deployed in Spanish throughout Latin America, where we also have a deep awareness of local culture.
With our help, let’s nurture your people. Discover the immediate impact of our methodology on the performance of your teams.
LOREM IPSUM
Profesional con efecto multiplicador sobre el equipo e impacto profundo sobre los resultados
LOREM IPSUM
Profesional con efecto multiplicador sobre el equipo e impacto profundo sobre los resultados
LOREM IPSUM
Profesional con efecto multiplicador sobre el equipo e impacto profundo sobre los resultados
LOREM IPSUM
Profesional con efecto multiplicador sobre el equipo e impacto profundo sobre los resultados
LOREM IPSUM
Profesional con efecto multiplicador sobre el equipo e impacto profundo sobre los resultados
LOREM IPSUM
Profesional con efecto multiplicador sobre el equipo e impacto profundo sobre los resultados
LOREM IPSUM
Profesional con efecto multiplicador sobre el equipo e impacto profundo sobre los resultados
LOREM IPSUM
Profesional con efecto multiplicador sobre el equipo e impacto profundo sobre los resultados
