The newly released president of El Corte Inglés yesterday detailed to shareholders what are their future plans for the company and its challenges, among which are the digital transformation, the renewal of the commercial offer to adapt it to consumer demands, sustainability and New business development.

The shareholders gave the green light to the absorption of Bricor, the DIY and decoration chain, by the department stores. It is something that was already done with Hipercor, with the objective that there are no duplications in the commercial offer. Last year the sales of Bricor, which has 63 stores in Spain and two in Portugal, fell almost 16% (91 million euros).

Offer

Along with this reordering of the commercial offer, there is that of the spaces, to "make them more attractive and comfortable for the customer" and improve the consumer experience. "We are giving a new dimension to our stores as places of experiences where the customer can not only acquire products and services, but also enjoy, entertain and experience new experiences and sensations," said the president.

One of the novelties he announced is the launch of two new own brands in 2020: Alik and Another Love, both of women's clothing. "We are at a decisive moment, we have the ideas to close new businesses, to evolve at the pace that society demands, to achieve our goals," the executive added.

The group is shielded by the unstoppable progress of ecommerce and the growth of Amazon or Aliexpress, and, in fact, has already signed an agreement with Alibaba to collaborate in the commercial area.

Single customer

«Now there are no two clients, one digital and the other physical. There is only one client, which we must serve by all means and by the channel that decides, ”said Álvarez, who also advanced that before the end of the year an application will be launched“ that will change the way of communicating with customers ”.

The group has spent time betting on gastronomy and catering to attract customers and tourists and in the most emblematic shopping centers the offer available was increased. Less well-known areas such as its business division, which provides corporate services, are also being promoted.

«Our business is based on two pillars: the product and the people. Our obligation is to have the best products, the most innovative, the most attractive, the most desired by customers ... with the right amount, always available and at the right price, ”said the group president.

Equality and sustainability are two other challenges: in the first case, the objective is that 50% of the command positions are occupied by women. In addition, the group wants to reach zero waste in all its shopping centers, something that they have already achieved in Galicia, and eliminate single-use bags progressively from their establishments.

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