El Palacio de Hierro reports 136% boost to online sales

news March 2021 Business of Fashion

What: Mexican department store has accelerated its digital transformation

Why is it important: customer service has been emphasized as well as luxury offered

While the Mexican department store group’s overall sales decreased last year due to the pandemic —from USD 1.7 billion in 2019 to USD 1.2 billion — it more than doubled its digital business, a press release revealed.

This growth was fuelled by pandemic restrictions, which saw consumers shift their shopping online and prompted Palacio de Hierro to accelerate its digital transformation plans. This included redesigning its online sales platform, strengthening customer service through telephone and WhatsApp sales and expanding its online offering of luxury brands.
Last year — especially during its three and a half month physical closure between March and July — Palacio de Hierro introduced the likes of Saint Laurent, Dolce & Gabbana, Ferragamo, Tiffany, Cartier and Givenchy to its online portfolio.

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