{"id":5082,"date":"2026-07-20T08:20:26","date_gmt":"2026-07-20T06:20:26","guid":{"rendered":"https:\/\/www.capkelenn.com\/casos-exito\/tendam\/"},"modified":"2026-09-14T22:38:35","modified_gmt":"2026-09-14T20:38:35","slug":"tendam","status":"publish","type":"casos-exito","link":"https:\/\/www.capkelenn.com\/fr\/success-story\/tendam\/","title":{"rendered":"Tendam"},"content":{"rendered":"<p><strong>Cortefiel, Women\u2019s Secret, Springfield, etc&#8230;<\/strong><\/p>\n<ul>\n<li><strong>690 certifi\u00e9s \u2014 <\/strong>dans le programme Sales &amp; Retail Coaching &#8211; Core 1, avec 32 certifications suppl\u00e9mentaires en Expert 2<\/li>\n<li><strong>5 pays \u2014 <\/strong>Espagne, Portugal, Belgique, Serbie et Russie<\/li>\n<li><strong>Multimarque \u2014 <\/strong>d\u00e9ploy\u00e9 chez Cortefiel, Women&rsquo;secret, Springfield et les autres enseignes du groupe<\/li>\n<li><strong>Changement culturel \u2014 <\/strong>professionnaliser le management tout en redonnant sa place au vendeur au sein du groupe, avec assessment et team building hors les murs<\/li>\n<li><strong>R\u00e9sultats en magasin \u2014 <\/strong>Fuencarral 2 (Madrid) : +12,25% de ventes et conversion de 16% \u00e0 18%<\/li>\n<\/ul>\n<p>Pour Ram\u00f3n Amor\u00f3s, Directeur des Ressources Humaines du Groupe Cortefiel, le d\u00e9fi \u00e9tait clair : redonner au vendeur sa place d&rsquo;\u00ab\u00e2me de l&rsquo;entreprise\u00bb, plut\u00f4t que de ne s&rsquo;en souvenir que lorsque les chiffres ne suivent pas. Chez Springfield, le programme est arriv\u00e9 en plein processus de changement culturel interne.<\/p>\n<p><em>\u201cLe grand d\u00e9fi du Groupe Cortefiel, et le mien, c&rsquo;est que le vendeur redevienne l&rsquo;\u00e2me de l&rsquo;entreprise et le point central de tout ce que nous faisons depuis le si\u00e8ge.\u201d<\/em><\/p>\n<p>\u2014 Ram\u00f3n Amor\u00f3s, Directeur des Ressources Humaines, Groupe TENDAM<\/p>\n<p><em>\u201cCapKelenn est arriv\u00e9 exactement au moment o\u00f9 nous souhaitions mener un changement culturel au sein de Springfield, et cela a \u00e9t\u00e9 notre principal outil strat\u00e9gique pour y parvenir.\u201d<\/em><\/p>\n<p>\u2014 Federico Romao, Directeur des Op\u00e9rations, Springfield<\/p>\n<p><em>\u201cRetail Coaching, c\u2019est une discipline pour augmenter la productivit\u00e9 des vendeurs \u00e0 partir de leur formation et de leur engagement : vendre plus et mieux, avec des vendeurs plus motiv\u00e9s. Nous l&rsquo;appliquons en magasin avec des s\u00e9ances de coaching individuel, o\u00f9 chaque vendeur fixe son propre objectif et son plan d&rsquo;action. Depuis d\u00e9cembre, nous avons progress\u00e9 de 12,25% en ventes \u2014 soit 32 000 euros de plus \u2014 et le taux de conversion est pass\u00e9 de 16% \u00e0 18%, soit 19 000 euros suppl\u00e9mentaires.\u201d<\/em><\/p>\n<p>\u2014 Jennifer, Responsable, magasin Fuencarral 2 (Madrid), Women Secret<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour Ram\u00f3n Amor\u00f3s, Directeur des Ressources Humaines du Groupe Cortefiel, le d\u00e9fi \u00e9tait clair : redonner au vendeur sa place d&rsquo;\u00ab\u00e2me de l&rsquo;entreprise\u00bb, plut\u00f4t que de ne s&rsquo;en souvenir que lorsque les chiffres ne suivent pas.<\/p>\n","protected":false},"featured_media":0,"menu_order":40,"template":"","categoria-casos-de-exito":[55],"class_list":["post-5082","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 - 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