The company expects to close 2020 with a turnover of close to 800 million euros in the digital channel
The company celebrates the 20th anniversary of the launch of its online channel
Mango is celebrating the 20th anniversary of the launch of its online channel, setting itself the goal of reaching 1 billion euros in online turnover by 2021.
The company, which was one of the pioneers in the fashion retail sector to launch its e-commerce in 2000, is achieving record figures in online sales. From the beginning of this year until October, online turnover has already exceeded the 564 million euros achieved in the whole of 2019 by 5%, so the company expects to end this period with a turnover of 800 million euros, which would represent an increase of more than 40% compared to 2019.
According to Elena Carasso, Mango’s Online and Customer Director, “reaching 1000 million euros is something we couldn’t have imagined when we launched e-commerce in 2000. It’s an extremely ambitious goal but we’re going to use all our effort and enthusiasm to achieve it. We have an excellent team of professionals and I am convinced that we will succeed.”
E-commerce in times of COVID-19
The increase in online sales is partly due to the almost 3 million new digital customers the company gained during the year, 900,000 of which were captured during the lockdown months, when turnover grew by more than 50 per cent.
During these months and with the aim of strengthening e-commerce, Mango carried out various initiatives to keep up with the growth in demand. Among them, the movement of more than 200,000 garments from the physical to the online channel to increase stocks stands out.
In addition, Mango has adapted its services to the new situation created by COVID-19. For example, the return period has been extended to 60 days.
At the same time, the company has made a significant investment in digital marketing, which represents an increase of more than 30 per cent so far this year. Likewise, Mango has optimised communication with the customers in its database, adapting it to each user’s profile.
The development of Mango’s e-commerce over its 20-year history is a clear example of the company’s commitment to digital transformation and to putting the customer at the centre of all its decisions.
New projects
In order to fulfil its objectives and continue to be a leading company in the development of online business, Mango is working on a considerable number of projects, among which the following stand out:
– Hyper-personalisation of the experience: the aim is for the brand to achieve greater relevance by adapting the customer journey according to their interests and preferences. This hyper-personalisation begins in the awareness phase and continues through to the loyalty phase, and includes all touchpoints: acquisition, direct communication in the various media, browsing on digital platforms, as well as the shopping experience in the physical shop.
– Use of new technologies based on artificial intelligence to improve the after-sales service. Likewise, the company is working on developing self-service and automation tools to speed up any operation the customer wishes to carry out in relation to a transaction and thus increase customer satisfaction.
– Inclusion of omnichannel in franchises: Mango is working on including franchises in online operations by developing different levels of integration, thus offering omnichannel services that improve the customer experience. These range from participation in online invoicing in a shop’s catchment area, to operations with physical shop stock (such as the click&collect service) or full integration. Total integration consists of delegating online operations to franchises in remote markets where they are the sole operators of the physical shop network.
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