What: Falabella is merging its Falabella Retail and falabella.com teams as part of an organizational restructuring aimed at bolstering its omnichannel approach.

Why it is important: This strategic move is designed to unify the customer experience across both physical and digital platforms, ensuring a seamless shopping journey. By integrating these teams, Falabella aims to elevate product quality standards and streamline its e-commerce and retail operations.

Falabella, a leading retail conglomerate, has announced significant structural changes to strengthen its omnichannel proposition. The company plans to merge the teams of its department store division, Falabella Retail, with its online marketplace, falabella.com, under the leadership of Francisco Irarrázaval. This integration is part of a broader e-commerce strategy and organizational restructuring, which includes the creation of a new Transformation Management led by Benoit De Grave. The changes are expected to enhance the browsing experience on Falabella's platform, highlighting the identity of its retailers more prominently. Additionally, Jaime Ramírez, former general manager of falabella.com, will join the initiative, contributing to the new e-commerce strategy. Despite a 24% reduction in investment for 2024, Falabella remains committed to deepening its omnichannel interaction with customers and selectively expanding retail formats.

Falabella merges retail and online teams for enhanced omnichannel strategy