• Since the end of March, Cortefiel and PdH customers can click and collect the purchase made online, not only in the physical stores of these brands, also the clients have the option of picking it up at the selected Springfield store.
• This initiative is part of Tendam’s omnichannel strategy, which takes advantage of the synergies of the group’s brands with the aim of improving the customer experience.

Tendam, one of the leading European companies in the specialized fashion sector that includes the trademarks Cortefiel, Pedro del Hierro, Springfield, Women’secret and Fifty, has launched the multi-brand pick and collection. Since the end of March, Cortefiel or PdH customers can pick and collect the purchase made online, not only in the physical stores of these brands, also the clients have the option of picking it up at the selected Springfield store.

The company has enabled 121 Springfield stores and thus a total of 263 points have been enabled throughout Spain. By enabling these stores in towns with more than 10,000 inhabitants, where there are no Cortefiel’s points of sale, it is reaching online delivery and return points in almost all provinces of the Iberian Peninsula.

The objective of this initiative is to facilitate the purchase process to the client. A new operative step that puts the customer at the center of the shopping experience by expanding the possibility of pick and collect your Cortefiel and Pedro del Hierro brands’ order at a nearby Springfield store. And once in the store try it and even return it if it does not fit. Thus, in this way, Tendam takes a step forward in the omnichannel strategy in a tangible way.

Almudena Cárdenas, director of Projects and Innovation of Tendam, explained: “This initiative is a reflection of Tendam, the sum that multiplies. The sum of our brands allows us to take advantage of synergies and work efficiently in cross-cutting areas to all brands and transfer this to the customer experience. ”

In a first phase Tendam tested this initiative in 24 stores spread across six provinces (Bizkaia, Granada, Madrid, Pontevedra, Seville and Zaragoza), after an analysis of more than 700 towns of more than 10,000 inhabitants in the national territory in which it has been taken into account depending on whether there was a Springfield and Cortefiel store or if there was only a Springfield store. In this way, online delivery and return points have been enabled in almost all the provinces of Spain.

Increase in online penetration

The results of the pilot test in the selected regions, with an excellent reception by customers, have been positive for what the company has decided to extend to the entire peninsular territory. These good feelings have been corroborated by the penetration of online, in some of these provinces, which has grown between 7 and 9 points. The profile of clients who have used the multi-brand delivery service during the pilot has been in line with the online customer profile of Cortefiel and Pedro del Hierro: mostly female and between 35 and 55 years old.-