Empowering Retail Teams with Technology: Key Takeaways from Javier Figar of Tendam

From the implementation of RFID and clienteling platforms to the evolution of stores into omnichannel hubs, Javier shares how these innovations are transforming the retail landscape.

If you hear Tendam and it doesn’t ring a bell, you are not alone. Despite being Spain’s second largest fashion group by market share, people are more familiar with the 12 brands they hold in the group: Women'secret, Springfield, Cortefiel, Pedro del Hierro, Hoss Intropia, Slowlove, High Spirits, Dash and Stars, OOTO, HI&BYE, Milano, and Fifty.

They have 1800 stores across 80 countries, and the week I went to Madrid to meet with Javier Figar de Lacalle, their Chief Retail Officer, there was an announcement that Multiply Group, from Abu Dhabi, acquired a 67.91% stake in the group and wants to double their store presence worldwide.

The good thing is that Tendam has an understanding of the importance of equipping its store teams with technologies, and that builds the foundation of what can be scalable.

At first, we tend to think of technology as something the customer will interact with, but the biggest value comes when you empower the sales team with the right technologies so they can better serve the customer. As Javier said in the interview, the customer just wants to buy a product.

In this episode we talked about key technologies supporting their stores and the challenges to find the right solution providers that will actually deliver on their promises.

Javier will also be on stage at Shoptalk Europe, our favorite event, that will happen from June 2nd to 4th in Barcelona. Our OFFBounders have a special discount on the links below:

🎟️ Retailers and Brands, code RBOFFBO20 or https://lnkd.in/gC_uXBND
🎟️ General Attendees, code GAOFFBO20 or https://lnkd.in/gn8KK8g5

Here are some of the key takeaways from our conversation:

1. Technology is Empowering Frontline Employees

Javier emphasized how RFID and clienteling platforms are equipping store associates with the tools they need to provide more personalized, efficient service to customers. This shift from technology designed only for the consumer to technology designed for employees is revolutionizing the in-store experience.

2. Physical Stores Are Evolving Into Omnichannel Hubs

Gone are the days when stores were purely sales floors. Today, stores must handle a variety of operations, including fulfilling online orders and managing deliveries. Javier shared how Tendam is turning stores into omnichannel hubs, where employees not only sell products but also manage logistical operations, creating a more integrated retail experience.

3. Overcoming Resistance to Change with Training and Communication

One of the greatest challenges of implementing new technology in stores is overcoming employee resistance, especially for those who have worked in traditional retail roles for years. Javier shared how Tendam’s strategy includes clear communication, thorough training, and linking incentives to technology adoption to ensure that employees embrace new tools and processes.

4. Leadership is Key to Digital Transformation

Driving a digital transformation requires not just the right technology, but strong leadership that can guide teams through change. Javier explained that empowering employees and building a culture of innovation are essential for successfully integrating new technologies and shaping the future of retail.

You can find the full interview on Youtube of wherever you listen to your podcast.

This episode was brought to you by New Black. They are redefining retail with EVA, a contextual commerce platform that unifies Inventory and order management, POS, in-store apps, promotions, loyalty, and clienteling into one seamless system.