{"id":15225,"date":"2025-09-04T15:09:00","date_gmt":"2025-09-04T15:09:00","guid":{"rendered":"https:\/\/improven.com\/?p=15225"},"modified":"2026-05-11T10:02:38","modified_gmt":"2026-05-11T10:02:38","slug":"evolucion-del-modelo-comercial","status":"publish","type":"post","link":"https:\/\/improven.com\/cat\/marketing\/evolucio-del-model-comercial\/","title":{"rendered":"Cas d'\u00e8xit: com una marca de cal\u00e7at va evolucionar el seu model comercial per a cr\u00e9ixer en retail i en l\u00ednia"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Cr\u00e9ixer no sempre significa obrir m\u00e9s botigues. A vegades, el creixement real comen\u00e7a per alinear visi\u00f3, redefinir canals i professionalitzar la forma en qu\u00e8 es prenen decisions. Aquest va ser el punt de partida d'una empresa l\u00edder en el sector <strong>moda-cal\u00e7at<\/strong>, amb seu a la Comunitat Valenciana i una facturaci\u00f3 superior a els <strong>100 milions d'euros anuals<\/strong>.&nbsp;Durante a\u00f1os, esta marca hab\u00eda mantenido una s\u00f3lida posici\u00f3n en sus canales tradicionales, pero sab\u00eda que si quer\u00eda seguir siendo competitiva deb\u00eda dar un paso m\u00e1s: llevar a cabo una <strong><a href=\"https:\/\/improven.com\/cat\/marketing-y-vendes\/\" target=\"_blank\" rel=\"noreferrer noopener\">evoluci\u00f3 del seu model comercial<\/a><\/strong> cap a un enfocament multicanal, rendible i escalable.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">El repte era clar: mantenir el que funciona, potenciar el que t\u00e9 futur i fer-ho tot amb una estructura que acompanyi el creixement.&nbsp;<\/p>\n\n\n\n<div style=\"height:22px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"has-text-align-center has-text-color has-background has-link-color wp-elements-1e7a530dd443e40b3119641c42242009 wp-block-paragraph\" style=\"color:#0f4c81;background-color:#e0f2fb\"><strong>QU\u00c8 ACONSEGUIM?<\/strong><\/p>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-8f761849 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center has-text-color has-link-color wp-elements-44e6e51a4646e4c330055b999a0b59e0 wp-block-paragraph\" style=\"color:#0f4c81\"><strong>Augmentar la participaci\u00f3 del canal en l\u00ednia amb creixement de doble d\u00edgit<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center has-text-color has-link-color wp-elements-a057f4d01cfa6e6159fdfcbc352620c9 wp-block-paragraph\" style=\"color:#0f4c81\"><strong>Lanzar nuevas tiendas propias<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center has-text-color has-link-color wp-elements-d4ef2dd3280b481b8f22c30cbffd3449 wp-block-paragraph\" style=\"color:#0f4c81\"><strong>Millorar el control del marge comercial<\/strong><\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center has-text-color has-link-color wp-elements-8e63750110c8975b284b4721c098a349 wp-block-paragraph\" style=\"color:#0f4c81\"><strong>Estructura m\u00e9s \u00e0gil, professionalitzada i orientada a client&nbsp;<\/strong><\/p>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:27px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Descobreix el pas a pas darrere d'aquests assoliments.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Una marca consolidada amb ambici\u00f3 de cr\u00e9ixer en nous canals<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L'empresa ja comptava amb una \u00e0mplia xarxa comercial, una marca reconeguda i una s\u00f2lida base de clients. No obstant aix\u00f2, el seu model comercial estava tensionado:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Depend\u00e8ncia excessiva del canal tradicional.&nbsp;<\/li>\n\n\n\n<li>Canales digitals infrautilitzats, amb pres\u00e8ncia per\u00f2 sense estrat\u00e8gia clara.&nbsp;<\/li>\n\n\n\n<li>Pla d'expansi\u00f3 f\u00edsica poc definit, tant a nivell nacional com internacional.&nbsp;<\/li>\n\n\n\n<li>Presa de decisions basada en la intu\u00efci\u00f3, sense KPIs clars que guiessin el creixement.&nbsp;<\/li>\n\n\n\n<li>Desconnexi\u00f3 entre propietat i equip directiu quant a prioritats i visi\u00f3.&nbsp;<\/li>\n<\/ul>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">L'organitzaci\u00f3 necessitava evolucionar. No des de zero, per\u00f2 s\u00ed amb profunditat.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>El problema: canals sense sinergia, estructura r\u00edgida i visi\u00f3 comercial fragmentada<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Al llarg del diagn\u00f2stic, es van identificar diversos bloquejos estructurals:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>No existia un <strong>pla comercial integral<\/strong> que combin\u00e9s retail, en l\u00ednia i expansi\u00f3 internacional de manera coordinada.&nbsp;<\/li>\n\n\n\n<li>Els equips operaven en sitges, amb poca transversalitat i escassa visi\u00f3 de client omnicanal.&nbsp;<\/li>\n\n\n\n<li>El <strong>canal online<\/strong> tenia potencial, per\u00f2 es trobava infrautilitzat i sense un full de ruta d'inversi\u00f3 clara.&nbsp;<\/li>\n\n\n\n<li>L'expansi\u00f3 de botigues pr\u00f2pies mancava de criteris unificats: ni per rendibilitat, ni per posicionament.&nbsp;<\/li>\n\n\n\n<li>No hi havia eines compartides ni sistemes de seguiment de KPIs comercials que permetessin mesurar l'avan\u00e7 real.&nbsp;<\/li>\n\n\n\n<li>La propietat tenia objectius ambiciosos, per\u00f2 no sempre alineats amb les capacitats reals de l'estructura existent.&nbsp;<\/li>\n<\/ul>\n\n\n\n<div style=\"height:17px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Era necessari construir un <strong>model comercial s\u00f2lid, transversal i sostenible<\/strong>, que permet\u00e9s cr\u00e9ixer amb focus i amb retorn&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><a href=\"https:\/\/improven.com\/cat\/marketing\/com-generar-un-creixement-sostenible\/\" target=\"_blank\" rel=\" noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"375\" src=\"https:\/\/improven.com\/wp-content\/uploads\/2025\/03\/RRSS-169-ebooks-y-banners-posts-1-1-e1742462146883-1024x375.jpg\" alt=\"estrategia comercial en el sector pesquero\" class=\"wp-image-14421\" style=\"object-fit:cover;width:850px;height:290px\" srcset=\"https:\/\/improven.com\/wp-content\/uploads\/2025\/03\/RRSS-169-ebooks-y-banners-posts-1-1-e1742462146883-1024x375.jpg 1024w, https:\/\/improven.com\/wp-content\/uploads\/2025\/03\/RRSS-169-ebooks-y-banners-posts-1-1-e1742462146883-300x110.jpg 300w, https:\/\/improven.com\/wp-content\/uploads\/2025\/03\/RRSS-169-ebooks-y-banners-posts-1-1-e1742462146883-768x282.jpg 768w, https:\/\/improven.com\/wp-content\/uploads\/2025\/03\/RRSS-169-ebooks-y-banners-posts-1-1-e1742462146883-18x7.jpg 18w, https:\/\/improven.com\/wp-content\/uploads\/2025\/03\/RRSS-169-ebooks-y-banners-posts-1-1-e1742462146883.jpg 1200w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\"><strong>La soluci\u00f3: evoluci\u00f3 del model comercial amb visi\u00f3 multicanal i creixement planificat<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">El projecte es va desenvolupar en dues fases: una primera de diagn\u00f2stic estrat\u00e8gic i una segona de disseny i implantaci\u00f3 del nou model comercial. Les principals l\u00ednies de treball van ser:&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Alineament estrat\u00e8gic propietat-direcci\u00f3<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Es van facilitar sessions de treball entre la propietat i l'equip directiu per a definir una <strong>visi\u00f3 compartida de creixement<\/strong>: per canal, per pa\u00eds i per tipus de botiga.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aix\u00f2 va permetre generar un full de ruta realista, amb objectius alineats a la capacitat d'execuci\u00f3 de l'organitzaci\u00f3.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Pla d'expansi\u00f3 de botigues pr\u00f2pies<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Es va definir un model d'expansi\u00f3 nacional i internacional, avaluant:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Criteris de localitzaci\u00f3 (ubicaci\u00f3, tr\u00e0nsit, marca)&nbsp;<\/li>\n\n\n\n<li>Inversi\u00f3 necess\u00e0ria per botiga i per\u00edode d'amortitzaci\u00f3&nbsp;<\/li>\n\n\n\n<li>Impacte en producci\u00f3 i log\u00edstica&nbsp;<\/li>\n<\/ul>\n\n\n\n<div style=\"height:16px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Aix\u00f2 va permetre construir un pla realista, sostenible i amb retorn esperat.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Estrat\u00e8gia digital: canal en l\u00ednia<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Es va dissenyar el <strong>pla de creixement per al canal en l\u00ednia<\/strong>, amb fites concretes i nivells d'inversi\u00f3 associats. A m\u00e9s, es van establir objectius clau:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Posicionament del canal enfront del retail&nbsp;<\/li>\n\n\n\n<li>Experi\u00e8ncia omnicanal del client&nbsp;<\/li>\n\n\n\n<li>KPIs de conversi\u00f3, retenci\u00f3 i tiquet mitj\u00e0&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. Reorganitzaci\u00f3 estructural i d'equips<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Es van redefinir els rols comercials, fomentant la <strong>transversalitat entre canals<\/strong> i establint una nova estructura amb perfils orientats a creixement, dades i client.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Es va professionalitzar l'\u00e0rea de control de gesti\u00f3 comercial amb eines espec\u00edfiques i reporting peri\u00f2dic.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>5. Eines i control per KPI<\/strong>&nbsp;<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Es van implantar eines de mesurament i seguiment per a controlar:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ventas por canal y por punto de contacto&nbsp;<\/li>\n\n\n\n<li>Rendibilitat per botiga i pa\u00eds&nbsp;<\/li>\n\n\n\n<li>Evoluci\u00f3 de marges en canal digital&nbsp;<\/li>\n\n\n\n<li>Retorno sobre la inversi\u00f3 en expansi\u00f3&nbsp;<\/li>\n<\/ul>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Aix\u00f2 va permetre que les decisions comercials passessin a basar-se en <strong>dades, no sols en sensacions<\/strong>.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>El resultat: un model comercial evolucionat, omnicanal i rendible<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L'evoluci\u00f3 del model comercial no es va quedar en el paper. En el primer any despr\u00e9s de la seva implantaci\u00f3, la companyia va aconseguir:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Incrementar el pes del canal en l\u00ednia<\/strong> en el mix total de vendes amb un creixement de doble d\u00edgit&nbsp;<\/li>\n\n\n\n<li>Llan\u00e7ar noves botigues pr\u00f2pies amb criteris de rendibilitat clars&nbsp;<\/li>\n\n\n\n<li>Millorar el control del marge comercial per canal&nbsp;<\/li>\n\n\n\n<li>Integrar els canals en l\u00ednia i retail en la visi\u00f3 del client&nbsp;<\/li>\n\n\n\n<li>Alinear direcci\u00f3 i propietat amb un full de ruta clar i realista&nbsp;<\/li>\n\n\n\n<li>Comptar amb una <strong>estructura m\u00e9s \u00e0gil, professionalitzada i orientada a client<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<div style=\"height:15px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\">Per\u00f2 m\u00e9s enll\u00e0 dels resultats, el veritable \u00e8xit va ser el canvi cultural: l'empresa va deixar d'operar per intu\u00efci\u00f3 per a fer-ho amb estrat\u00e8gia i focus comercial compartit.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusi\u00f3: evolucionar el model comercial \u00e9s atrevir-se a decidir amb visi\u00f3<\/strong>&nbsp;<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Aquest cas demostra que el creixement rendible no arriba per obrir m\u00e9s botigues o llan\u00e7ar m\u00e9s productes. Arriba quan una empresa decideix <strong>alinear la seva visi\u00f3, professionalitzar les seves decisions i coordinar els seus canals amb focus en el client i en la rendibilitat<\/strong>.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Evolucionar el model comercial no \u00e9s nom\u00e9s necessari: \u00e9s estrat\u00e8gic.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>El teu model comercial necessita evolucionar per a continuar creixent amb rendibilitat? <a href=\"https:\/\/improven.com\/cat\/contacte\/\" target=\"_blank\" rel=\"noreferrer noopener\">Parlem<\/a> i dissenyem junts un full de ruta que connecti visi\u00f3, estructura i canals.<\/strong>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Crecer no siempre significa abrir m\u00e1s tiendas. A veces, el crecimiento real empieza por alinear visi\u00f3n, redefinir canales y profesionalizar la forma en que se toman decisiones. Este fue el punto de partida de una empresa l\u00edder en el sector moda-calzado, con sede en la Comunidad Valenciana y una facturaci\u00f3n superior a los 100 millones [&hellip;]<\/p>","protected":false},"author":42,"featured_media":19101,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[124,19,23],"tags":[],"class_list":["post-15225","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-calzado-y-textil","category-marketing","category-retail"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Evoluci\u00f3n del modelo comercial. 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