Cortefiel, Women’secret, Springfield, etc…
- 690 certified — in the Sales & Retail Coaching – Core 1 program, with 32 additional certifications at Expert 2
- 5 countries — Spain, Portugal, Belgium, Serbia and Russia
- Multi-brand — rolled out at Cortefiel, Women’secret, Springfield and the group’s other banners
- Cultural shift — professionalizing management while restoring the salesperson’s place within the group, with assessment and off-site team building
- Store-level results — Fuencarral 2 (Madrid): +12.25% in sales and conversion up from 16% to 18%
For Ramón Amorós, Human Resources Director of Grupo Cortefiel, the challenge was clear: give the salesperson back their place as the “soul of the company,” rather than only remembering them when the numbers fall short. At Springfield, the program arrived in the middle of an internal cultural change process.
“The big challenge for Grupo Cortefiel, and mine, is for the salesperson to become the soul of the company again, and the central point of everything we do from headquarters.”
— Ramón Amorós, Human Resources Director, Grupo TENDAM
“CapKelenn arrived at exactly the moment we wanted to drive a cultural change within Springfield, and it has been our main strategic tool for doing so.”
— Federico Romao, Operations Director, Springfield
“Retail Coaching is a discipline for increasing sales productivity through training and engagement: selling more, and better, with more motivated salespeople. We apply it in-store through individual coaching sessions, where each salesperson sets their own goal and action plan. Since December, we’ve grown sales by 12.25% — €32,000 more — and the conversion rate has gone from 16% to 18%, another €19,000.”
— Jennifer, Store Manager, Fuencarral 2 store (Madrid), Women’secret
A key figure
At Women’secret, Ana raised UPT from 1.66 to 2.04 in 12 days and conversion grew by 20%, by setting goals based on the numbers.
