The Chilean retailer is going backwards and will ungroup the companies in the falabella.com marketplace : Tottus, Sodimac, Linio and Falabella Retail itself.
Two years ago, falabella.com was launched, a marketplace -type page with which they hoped to compete with online commerce giants such as Amazon and Mercado Libre by grouping the holding 's main brands: Falabella Retail, Sodimac, Tottus and Linio.
With the arrival of Enrique Ostalé to general management, after the resignation of Gastón Bottazzini at the beginning of September, the company confirmed that they are reformulating their digital strategy and will provide greater autonomy to each of the brands.
"Falabella's response to these online multicategory retailers was to put this together, but apparently it has not allowed it to reach the variety of products, the price levels, nor the mental availability (sic) on the part of Chileans to go to buy online there and that there is customer retention in their Falabella, instead of them going to these competitors," explained Christian Diez, researcher at the retail studies center (CERET) of Industrial Engineering at the University of Chile to AmericaEconomy. "It has entangled the minds of Chilean consumers with this site and the income it is generating does not compensate for the investments they have made and the margins do not appear to be very good either."
For their part, in statements to La Segunda , Falabella indicated that: “With the aim of deepening our e-commerce strategy and improving customer experience, we are strengthening the sites of our retailers (Falabella, Sodimac and Tottus), giving more visibility to brands so that users have an experience that is directly associated with the format, generating more direct and frictionless access”
“We are constantly evaluating the experience we offer on the platform, to adapt to the needs of businesses and clients,” they added.
One of the company's latest appointments revolved around the creation of an Onmichannel Corporate General Management.
This “with the aim of generating synergies between its marketplace falabella.com and Falabella Retail, in order to make the most of their joint opportunities and capabilities, improve its customer offering, potential omni-channel, and its brand proposal, aiming at greater efficiency and profitability of the ecosystem.”
The person chosen for this position is Benoit de Grave, who held various positions within the Falabella group.
“This new way of structuring ourselves seeks to enhance our value proposition to clients, combining our physical and digital assets in a more tangible way,” explained Gastón Bottazzini (who will resign effective on January 1, 2024), through a statement from the company. company.
(*) with information from Radio Biobio
