Jaume Miquel, president and CEO of Tendam: “An internet connection in the high-street store generates sales and customer satisfaction”
“An internet connection in the high-street store generates sales and customer satisfaction” said Jaume Miquel, Tendam president and CEO, at the latest session of ‘Desayunos Esade’ organized by Esade Alumni in conjunction with Criteria Caixa. “One of our priorities,” he continued, “is to carry on transforming the high-street store in order to enhance the buying experience, understand our customers better and become a logistics hub.”
During his talk entitled “Retail, tecnología y omnicanalidad: la verdad de la verdad” (Retail, technology and omnichannel mix: the real truth), the Tendam president gave a master class about strategy, including an overview of the history of his group and a closer look at the creation of Tendam, and its subsequent in-house reorganization and market repositioning. In this respect, he touched upon matters such as the importance of having well-defined processes, the connection between online business and shops, shop-based regional organization, and selling third-party brands.
The customer at the heart of everything
Of all the lessons Jaume Miquel has learnt in recent years, the main one is the importance of the customer and making them the focal point. “Understanding your customer is the way to solve problems, and our CRM is a crucial tool for knowing what works and what doesn’t.” He also emphasized that it is essential to accept change as a constant and not become complacent, “particularly when things are going well.”
Sustainability is an opportunity, not a cost
The company’s CEO commented that sustainability is an “opportunity, not a cost”, emphasizing that Tendam had already adopted a “made-to-last” approach to fashion, before the upsurge in sustainability, and that this had marked the end of an era, with a shift from “uncontrolled capitalism” to “social capitalism.”
The Tendam CEO and president was accompanied in this session of Desayunos Esade by Mario Lara, director of Esade Madrid.
