2023-10-19 05:35:48
Name
Francisca Isabel Carbonell Guillon
Cargo
Digital and ecommerce director
Company
Wonders
Time in the sector
Seven years
Your next big challenge
“We have to ensure that the online business model can be compared to that of multi-brand in companies like ours, which we manufacture in Spain and which have so many years of experience.”
A 360 degree strategy
Carbonell highlights the importance of its team, which collects data and provides information about the client. What others call omnichannel, she defines as a “360-degree strategy,” with which a company can continue distributing through multi-brand, but also attract a different audience through online.
Read Modaes 48 Magazine
Only available for premium subscribers
After the boom experienced by the online channel during the pandemic and the consolidation of online sales, Francis Carbonell still believes that there is still a way to go until electronic commerce is recognized as another division of the business. “There is little traceability between teams; Ours is laying the seed in digitalization, which we have been transferring to other groups of the company until we get the company itself to understand that we are one more leg of the business model, but there is still a long way to go,” admits the director of ecommerce and digital marketing at the Wonders footwear company.
The director, who is part of the founding family of the company, has a degree in Technical Architecture and it was not until she was forty years old that she found her true calling. “I was aware that my professional life had to be related to digital communication and I decided to continue training,” Carbonell recalls. In 2016, the executive signed with Wonders to carry out her current positionstarting the company’s digital path.
“The distribution channel is secondary, but being up to date is really necessary”
The reluctance that Carbonell talks about about more traditional companies with digital business was even greater in 2016. “The website was transferred to third parties, so we practically started the project; At first it was hard because we were like the enemy within the company,” he admits. Wonders works with many neighborhood shoe stores and currently has a network of more than 2,750 multi-brand sales points, which meant that some of its customers saw the online channel as a threat.
After the complicated beginnings, The company’s e-commerce is currently registering 50% year-on-year growth and the person in charge believes that it is an indispensable division in any business, always combined with a good positioning strategy. “When people talk about omnichannel I get angry, because it is impossible to achieve it if you are not clear about your strategy; The distribution channel is secondary, while being up to date is necessary,” the executive insists.
#Francis #Carbonell #fusing #digital #multibrand #Wonders