{"id":5081,"date":"2026-07-20T08:20:26","date_gmt":"2026-07-20T06:20:26","guid":{"rendered":"https:\/\/www.capkelenn.com\/casos-exito\/tendam\/"},"modified":"2026-09-14T22:39:21","modified_gmt":"2026-09-14T20:39:21","slug":"tendam","status":"publish","type":"casos-exito","link":"https:\/\/www.capkelenn.com\/en\/case-studies\/tendam\/","title":{"rendered":"Tendam"},"content":{"rendered":"<p><strong>Cortefiel, Women\u2019secret, Springfield, etc&#8230;<\/strong><\/p>\n<ul>\n<li><strong>690 certified \u2014 <\/strong>in the Sales &amp; Retail Coaching &#8211; Core 1 program, with 32 additional certifications at Expert 2<\/li>\n<li><strong>5 countries \u2014 <\/strong>Spain, Portugal, Belgium, Serbia and Russia<\/li>\n<li><strong>Multi-brand \u2014 <\/strong>rolled out at Cortefiel, Women\u2019secret, Springfield and the group&#8217;s other banners<\/li>\n<li><strong>Cultural shift \u2014 <\/strong>professionalizing management while restoring the salesperson&#8217;s place within the group, with assessment and off-site team building<\/li>\n<li><strong>Store-level results \u2014 <\/strong>Fuencarral 2 (Madrid): +12.25% in sales and conversion up from 16% to 18%<\/li>\n<\/ul>\n<p>For Ram\u00f3n Amor\u00f3s, Human Resources Director of Grupo Cortefiel, the challenge was clear: give the salesperson back their place as the \u201csoul of the company,\u201d rather than only remembering them when the numbers fall short. At Springfield, the program arrived in the middle of an internal cultural change process.<\/p>\n<p><em>\u201cThe 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.\u201d<\/em><\/p>\n<p>\u2014 Ram\u00f3n Amor\u00f3s, Human Resources Director, Grupo TENDAM<\/p>\n<p><em>\u201cCapKelenn 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.\u201d<\/em><\/p>\n<p>\u2014 Federico Romao, Operations Director, Springfield<\/p>\n<p><em>\u201cRetail 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&#8217;ve grown sales by 12.25% \u2014 \u20ac32,000 more \u2014 and the conversion rate has gone from 16% to 18%, another \u20ac19,000.\u201d<\/em><\/p>\n<p>\u2014 Jennifer, Store Manager, Fuencarral 2 store (Madrid), Women\u2019secret<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ram\u00f3n Amor\u00f3s, HR director of the Tendam Group, understood exactly what the problem was as soon as he arrived. It wasn\u2019t that the sales figures were off, but that something deeper had been lost.<\/p>\n","protected":false},"featured_media":0,"menu_order":40,"template":"","categoria-casos-de-exito":[54],"class_list":["post-5081","casos-exito","type-casos-exito","status-publish","hentry","categoria-casos-de-exito-moda-lifestyle"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tendam - CapKelenn<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.capkelenn.com\/en\/case-studies\/tendam\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tendam - CapKelenn\" \/>\n<meta property=\"og:description\" content=\"Ram\u00f3n Amor\u00f3s, HR director of the Tendam Group, understood exactly what the problem was as soon as he arrived. 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