The famous fashion chain C&A announced changes. Customers will no longer be able to find the brand’s products on many well-known online platforms. This is the end of cooperation, in particular, with Zaladno.
C&A has been operating in Poland for many years and has managed to gather many regular customers. The network is owned by the Swiss holding COFRA and controlled by the Brenninkmeyer family. Although today the market is doing very well and has about 1,050 stores, its products are not selling equally well everywhere. For this reason, it has announced the termination of cooperation with important online platforms.
C&A refuses to sell on online platforms
Customers will soon notice that they will not find C&A products on popular online platforms such as Zalando, Amazon or Wehkamp. The brand has been associated with the latter for an exceptionally long time, since 2008. She has been collaborating with the others since 2022. Unfortunately, today it turns out that this is no longer profitable.
Well-known online platforms were supposed to help attract new customers, but unfortunately this did not happen. After extensive analysis, it turned out that the market activity actually resulted in increased sales, but not the expected profits. The company expected that Amazon customers would later be drawn directly to online or brick-and-mortar C&A stores, but those predictions did not materialize.
What to do instead of working with online platforms? C&A has a plan
Currently, the C&A chain is focusing on a loyalty program. He has the most important role to play. The company wants to focus primarily on strengthening its internal sales channels. The mentioned program is called “C&A for You” and started a year ago. Now the company will promote it even more. This gives customers access to the latest features and becomes part of a growing brand community.
You can join the program, among other things: through the store’s website. You must fill out the form and provide your email address. The process is very fast.
“The program has launched successfully with almost four million participants across Europe, so we have strong faith in its future growth trajectory. We are convinced that we have the potential to modernize, simplify and develop our digital business,” explained Wim Blaauw, director of digitalization and transformation at C&A.
Source: Wprost
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