Mango has appointed Ignacio Hoyos as its new customer director, an executive who has more than fifteen years of experience in marketing and joins the management of Mango from BeRepublic, a consulting firm specializing in the digital area that he has led for almost 5 years.
Mango’s new customer director will seek to support the digitization of the firm
The new Customer Director will report directly to Elena Carasso, Customer & Online Director for Spanish retail. Her signing seeks to align with Mango’s goal of establishing a more personalized connection with the customerin order to increase conversion, but also to promote the firm’s loyalty club and strengthen its
Mango created its customer department by unify under the same direction the CRM, Loyalty and Customer Service teams, as a way to have an omnichannel view of your customer information, and that this be shared between the different departments of the company.
A year after the integration of its client department, the firm launched its loyalty program “Mango Likes You”which now has more than seven million customers and is present in 12 countries, with the aim of expand it to all markets in which Mango currently has a presence.
The great importance of Mango’s digital channel
Over the last few years, Mango has modified its organization to reinforce management positions and create new departments with the idea of promoting its digital strategy.
In fact, in December 2021 the firm named a Pilar Riano, journalist specialized in economic and fashion information, as Director of External Communication and Institutional Relations.
And it is that while in 2020 the chain invoiced 1,842 million euros, 22.40% less than what was reported in 2019, its online channel rebounded 36% reaching 766 millionwhich represented 42% of the company’s income that year.
The growth of its online channel also was important in the 85 countries in which the firm is available, especially in some of Mango’s main markets such as , Italy or Portugal, where growth was close to or even above 100%.
And while Its objective during 2021 was to grow to obtain 1,000 million euros in turnover through its online channel and bring its digital business share closer to 45%.the commitment to strengthen its customer team is obvious.
Mango opened its online store more than 20 years ago, in 2000, being one of the first fashion companies to have its eCommerce, and throughout these 20 years its online channel has borne fruit with dizzying growth for which it has decided even expand your sales channel with third-party brands.
and although its objective is not to become a multi-brand marketplace, the firm has incorporated other firms such as the Italian lingerie brand Intimissimian alliance with which you can expand your catalog through “brands that fit our positioning”, as , online and customer director of Mango commented at the time.
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