EXERCISE YOUR FREEDOM
MAGAZINE NUMBER 5 / 2018
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EDITORIAL Today, Joma is in more points of sale and more countries than ever before. The values of constancy and commitment that Fructuoso López gave to this company when he created it 53 years ago have made Joma strong today, but they have also made the bad times go away. And we’ve even come out stronger. This is what I try to convey to the Joma sales network, that constancy and commitment can multiply today’s numbers tomorrow.
Alicia López, Commercial Director. Responsible for the strategy of sale in Spain, Portugal, Italy and France
In 2017 we presented our sample collection at more than 250 exhibitions and fairs around the world, ^OLYL ^L YLJLP]L VM V\Y J\Z[VTLYZ ([ 1VTH ^L YLJLP]LK ]PZP[Z MYVT KPɈLYLU[ JV\U[YPLZ [V ZLL [OL company’s headquarters and work with our sample collection. But these positive details should not allow us to be complacent or get too comfortable. There’s still a lot of work for us to do. This is how we will achieve our objectives of increasing sales of kits, introducing the new Street Wear lines onto the market and positioning high-end technical footwear on the international consumer market. I am sure that our perseverance will make Joma footwear a benchmark for design, quality, technology, price and service. One of my great responsibilities is to transfer this philosophy to the sales network. A few years ago the sales network was formed by a few representatives in Spain. Today, however, the commercial structure is very wide. Managing this international map and getting our message across to them is very complicated, but it’s an exciting challenge.
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CONTACTA CON NOSOTROS Por teléfono: +34 925 77 60 06 Por correo electrónico: info@joma-sport.com En nuestra web: www.joma-sport.com
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SUMMARY
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Dani Rovira and Clara Lago, new ambassadors for Joma 4 The Spanish National Handball Team wins gold at the European Championship . 6 Swarovski crystals feature in a new Joma line. 10 The King and Queen of Spain visit Joma Sport’s facilities. 12
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Joma opens new Brand Stores around the world. 11
‘Made to be free’. 16
Ispo Munich highlights the boom in running and outdoor gear. 22
New SM strategy. 28
Logistics innovation: Joma installs a new robot to check orders. 30
Interview with Sonia Bautista. 31
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AMBASSADORS Dani Rovira and Clara Lago, new ambassadors for Joma The Spanish actors will be the brand’s new faces in Spain. 1VTH HZ WHY[ VM P[Z UL^ JVTT\UPJH[PVUZ Z[YH[LN` ZLLRPUN [V WVZP[PVU [OL IYHUK PU [OL PUKP]PK\HS JSV[OPUN ÄLSK OHZ JVU[YHJ[LK +HUP 9V]PYH HUK *SHYH 3HNV [V IL [OL MHJLZ VM 1VTH PU :WHPU 0[ ^PSS HSZV OH]L H NYLH[LY ZVJPHS TLKPH WYLZLUJL [OHURZ [V KPɈLYLU[ trendsetters and enhance its presence in gyms and on the street, with its street wear line. The goal is to connect with a sport loving public, who in addition to valuing the quality and technology of workout garments and footwear, are looking for extra comfort and design in their spare time. +LZWP[L IV[O HJ[VYZ OH]PUN H OPNO WHJL VM ^VYR HUK ILPUN PTTLYZLK PU ZL]LYHS WYVMLZZPVUHS WYVQLJ[Z [OL` HYL OLHS[O` SP]PUN I\ɈZ sport plays a fundamental role for them, and therefore, they always managed to take time out to practice running, trail and yoga.
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Within the activities which the actors have carried out jointly with the brand, in the month of June, Dani and Clara, have appeared on the covers of Sportlife and Sportlife Woman magazines, with the new running line Elite VI.
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Magazine Joma - June 2018
EUROPEAN RACES Joma grows in European running The growth of the Spanish brand in the running clothes segment is allowing it to be associated with popular events of great importance throughout Europe.
Joma has started a revolution in technical running fabrics in recent years, both in design and technical terms. This is evidenced by the growing participation of the Toledo brand in major popular events. In Spain alone, it is a sponsor of the Movistar Half Marathon in Madrid, the BP Marathon in CastellĂłn and the Ibiza Marathon, among others.
In 2018 Joma is also involved in the EDP Porto Marathon as a sponsor. More than 6,000 athletes of 69 nationalities will participate in the 15th edition to be held on 4 November. Both the 5 KM and 15 KM races will take place at the same time. It has also increased its presence in the European Y\UUPUN Ă&#x201E;LSK ZWVUZVYPUN L]LU[Z [OH[ OH]L SLK [V many runners wearing the Spanish brand. In Italy this includes the 2018 Rome-Ostia Half Marathon, the Stratorino or the Verona Marathon.
Other countries worth mentioning are France, with examples such as the Walt Disney 21K Marathon and the Valenciennes Foulees International, and Poland, sponsoring the Krakow Marathon or the Marathon Redenci in Slovenia.
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SPORTS The Spanish National Handball Team wins gold at the European Championship The ‘Hispanos’ are crowned European champions. -PM[O [PTL S\JR` -VY [OL ÄYZ[ [PTL PU P[Z OPZ[VY` HM[LY SVZPUN MV\Y ÄUHSZ Spain was crowned European Champion last January after beating :^LKLU PU [OL ÄUHS VM [OL ,\YVWLHU *OHTWPVUZOPW held in Croatia. The Spanish national team managed to break the curse that had OH\U[LK [OLT HM[LY SVZPUN [OL WYL]PV\Z MV\Y ÄUHSZ HUK ^P[O 1VTH MVY [OL ÄYZ[ [PTL HZ VɉJPHS [LJOUPJHS ZWVUZVY [OL` ^VU [OL ,\YVWLHU [P[SL With this victory the Hispanos have secured their participation in the 2019 World Cup and the 2020 European Championship.
4V]PZ[HY 0U[LY Ä]L [PTLZ ,\YVWLHU champion
Acqua & Sapone, League Champions and Cup winners in Italy
Movistar Inter proclaimed European champions.
The Acqua & Sapone team wins the two top Italian futsal competitions.
4V]PZ[HY 0U[LY ^VU [OLPY ÄM[O ,\YVWLHU -\[ZHS *\W VU (WYPS HM[LY KLMLH[PUN :WVY[PUN 7VY[\NHS PU [OL ÄUHS VM [OL Final Four. It is the second consecutive victory by Jesus =LSHZJV»Z [LHT ^P[O [OL ;VYYLQ}U KL (YKVa V\[Ä[ ^PUUPUN 2-5.
Acqua & Sapone has won the League and the Cup in the same season. First they became Italian Cup champions by defeating Luparense 3-1, after beating Pesaro and Napoli.
It’s been a good season for the team. Inter have also been :WHUPZO *\W ÄUHSPZ[Z.
They later won the same title in the National League *OHTWPVUZOPW ILH[PUN 3\WHYLUZL PU [OL ÄUHS VUJL again.
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Magazine Joma - June 2018
Persepolis FC, Iranian League champions Persepolis have won the Iranian league for the second time in a row. They won the title in the last match of the League against the Padideh team, with the champions winning 1-0. The only goal was scored by the vice-captain Hossein Mahini, who scored from the edge of the area. Persepolis has 11 League titles, being the club with the most titles in the Iranian League.
Carlos Barbosa, two-time undefeated champion of the Copa Libertadores de Futsal On 2 May, two Joma teams competed for the title of best futsal team in America. The Brazilian team *HYSVZ )HYIVZH ÄUHSS` ^VU [OL [P[SL MVY [OL ZLJVUK consecutive year. Carlos Barbosa ACBF were crowned CONMEBOL’s two-time undefeated Libertadores de Futsal champions when they defeated Joinville in the ÄUHS TH[JO ;OL VYHUNL [LHT ^HZ VUJL HNHPU crowned the best of the tournament, this time in their own stadium and before their fans, in a brilliant tournament. With a perfect run of games, *HYSVZ )HYIVZH ^VU [OLPY ÄM[O -\[ZHS *654,)63 Libertadores title.
Lara Arruabarrena establishes herself in women’s tennis
Joma joins the Olympic Movement
The Spanish tennis player has established herself as one of the players with most projection in the WTA. Spain’s Lara Arruabarrena has made a name for herself on the WTA circuit in just one season.
In 2018 Joma is sponsor of the Mediterranean Games and the Youth Olympic Games.
She ended 2017 as her best year in professional tennis and began 2018 full of successes. This is how she has consolidated herself in the Spanish Fed Cup team, the women’s tennis team, who she played for in the qualifying round against Italy in the singles. She has played in all the Grand Slams and Masters 1000 this season and in the WTA Tournament in Bogota she THKL [OL ÄUHS MVY [OL ZLJVUK consecutive year. Lara’s best is yet to come without a doubt.
Ever since the EMPRESA COLABORADORA beginning of the relationship between Joma and the Spanish Olympic Committee, the brand has been gaining strength within the Olympic Movement. Joma has now consolidated its position by sponsoring two Olympic cycling competitions to be held in 2018, the XVIII Mediterranean Games Tarragona 2018 and the Youth Olympic Games Buenos Aires 2018. The Youth Games are the largest multi-sport competition for young people between 15 and 18 years old, seeking to inspire Olympic values in athletes. The Mediterranean Games will bring together 4,000 sportspeople in ;HYYHNVUH MYVT KPɈLYLU[ UH[PVUHSP[PLZ PU [OL Mediterranean region.
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SPORTS Historic success of the Spanish Olympic Committee in the Winter Olympic Games Thanks to the medals won by Regino Hernández and Javier Fernández, the PyeongChang Winter Olympic Games have been the most successful in terms of medals for Spanish sport. With four medals in the list of winners, the two achieved in 2018 are in addition to those achieved by Paquito Fernández, gold in the slalom 46 years ago, and his sister Blanca, bronze in the same discipline 26 years ago. ;OL ÄYZ[ TLKHS H[ [OLZL 7`LVUNJOHUN .HTLZ ^LU[ [V [OL *L\[H IVYU 9LNPUV Hernández, who won the bronze medal in snowboard cross and became the third Spanish winter Olympic medallist. ;OL ZLJVUK TLKHS ^LU[ [V 1H]PLY -LYUHUKLa ^OV ^VU [OL IYVUaL TLKHS PU [OL ÄN\YL skating competition after a long and almost perfect programme.
Joma stars in the ATP World Tour Finals Pablo Carreño in singles and Marcel Granollers and Iván Dodig in doubles. ;OL ÄUHS ^VYSK [LUUPZ JVTWL[P[PVU [OL (;7 >VYSK ;V\Y -PUHSZ 2017, showed Joma’s leading position among the world’s sport tennis brands with the participation of three players sponsored by [OL :WHUPZO ÄYT 7HISV *HYYL|V JV\SK UV[ OH]L OHK H IL[[LY ÄUPZO [V OPZ ILZ[ ZLHZVU HZ H WYVMLZZPVUHS (M[LY YLHJOPUN [OL X\HY[LYÄUHSZ H[
9VSHUK .HYYVZ HUK [OL ZLTP ÄUHSZ H[ [OL <: 6WLU OL OHK OPZ ÄYZ[ L_WLYPLUJL PU [OL 4HZ[LYZ *\W H JVTWL[P[PVU VUS` VWLU [V the 10 best tennis players of the year. Granollers and Dodig, for their part, both sponsored by Joma, entered the doubles competition thanks to the excellent duo they formed during the 2017 season.
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PRODUCT Swarovski crystals feature in a new Joma line The co-branding initiative between the two brands will add value to Joma in the Streetwear segment. Autumn 2018 will see an exclusive Joma product line on the market, including Swarovski crystal that will position the brand at the highest level in the Streetwear fashion world. These are two products for women: a new version of the C.200 sneaker and a casual bag, both with original crystals. Hundreds of Swarovski crystals will make up the classic ‘J’ in Joma, in the two versions of the shoe in both pink and white. It is made with a Memory Foam insole and a lace loop. Clara Lago has been chosen as the brand’s ambassador to launch this campaign, and to promote its image at points of sale.
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Magazine Joma - June 2018
STORES Joma opens new Brand Stores around the world 1VTH JVU[PU\LZ ^P[O P[Z V^U Z[VYL L_WHUZPVU WYVQLJ[ ,Z[HISPZOTLU[Z ^LYL VWLULK PU :WHPU PU [OL ÄYZ[ OHSM VM PU 4\YJPH Martorell and two in the city of Valencia. These will be joined by the opening of new stores in the coming months, highlighting (SIHJL[L HUK .PQ}U HZ [OL` ^PSS IL SVJH[LK PU [OL THPU ZOVWWPUN Z[YLL[Z PU IV[O JP[PLZ HUK 3HUaHYV[L ^OPJO ^PSS IL [OL ÄYZ[ VU [OL island. Internationally, Joma stores have been established in Poland, Mongolia, *OPSL (SIHUPH 2`YN`aZ[HU <RYHPUL 4VSKV]H HUK 9VTHUPH 0U HKKP[PVU Joma and its distributor in Algeria are working on an ambitious project to open Joma stores in Algiers, Oran, Setif, Constantine and Bejaia during 2018.
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SPECIAL The King and Queen of Spain visit Joma Sport’s facilities Mr Fructuoso López, president and founder of the company, and his children, who make up the board of directors at this family business, were the hosts for the visit by the King and Queen of Spain, accompanied by institutional representatives such as the president of the Castilla-La Mancha Regional Government, Mr Emiliano García-Page, the Minister of Defence at the time, Ms María Dolores de Cospedal, and the Government representative in Castilla-La Mancha, Mr José Julián Gregorio López. +\YPUN [OPZ ZWLJPHS ]PZP[ [OL 2PUN HUK 8\LLU HUK [OL YLZ[ VM [OL WLYZVUHSP[PLZ NHPULK H ÄYZ[OHUK ]PL^ MYVT P[Z JYLH[VY -Y\J[\VZV López, of the important work that Joma has been doing for more than 50 years in the sports industry in Spain, as well as its L_WHUZPVU [OYV\NOV\[ [OL ^VYSK ( IYHUK [OH[ KVLZ UV[ Z[VW NYV^PUN HUK ^P[O UV WYL KLÄULK SPTP[Z Felipe and Letizia were interested in the daily work details of the company. Those in charge of each area were responsible for explaining the work of each department to the monarchs, as well as the operation of the robots managed by the logistics centre.
The King and Queen of Spain visited the facilities that the Spanish company JOMA SPORT owns in Portillo de Toledo on 19 January.
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Magazine Joma - June 2018
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SPECIAL Felipe VI unveiled a plaque at the companyâ&#x20AC;&#x2122;s warehouse commemorating the visit, and which will remain on the premises as a souvenir of this distinguished visit. The Royal Family then had a family photo taken with the 200 employees, with the monarch congratulating them on the 50th anniversary of the company.
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Magazine Joma - June 2018
The King and Queen signed the company visitor’s book and received several gifts from the president, including a sentimental souvenir for King Felipe, a photograph as a young man at the Naval Academy wearing Joma sneakers. Finally, the King and Queen chatted with Fructuoso’s family and all the company’s employees, who they greeted warmly.
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MARKETING â&#x20AC;&#x2DC;Made to be freeâ&#x20AC;&#x2122; Jomaâ&#x20AC;&#x2122;s new campaign focuses on the design, technology and values of the brand.
As part of the new emotional marketing trend, Joma has launched a campaign that reinterprets the manufacturing process by personifying its product. This campaign connects with the public through a shared goal: Developing our life purpose.
;OL ¹ ZWV[Z Ã&#x201E;STLK PU + JPULTH [V NP]L [OLT TVYL JYLH[P]L YLHSPZT RLLW \Z VU V\Y [VLZ [OYV\NOV\[ [OL WYVJLZZ MLLKPUN V\Y J\YPVZP[` ^OPSL ZOV^PUN \Z [OL [LJOUVSVNPJHS JOHYHJ[LYPZ[PJZ VM LHJO TVKLS HUK P[Z ILULÃ&#x201E;[Z 6UJL [OL JYLH[PVU WYVJLZZ PZ V]LY [OL new model, like people, only wants one thing, to be free and to do what it was created to do: play, run, compete... Three models have been chosen for the campaign from three key markets for Joma: Joma Propulsion Lite, football; the new Sierra trail model; and the Storm Viper for the running market.
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Magazine Joma - June 2018
3D worlds for new products New look for Spring Summer 2019. The new Spring Summer 2019 advertising campaign has a very powerful image and introduces Joma’s products in three-dimensional ^VYSKZ <ZPUN ÄN\YLZ [HRLU MYVT UH[\YL VY MYVT [OL characteristic elements of each sport, it stresses the qualities of the fabrics, the materials and technology. These images feature in all the brand’s communication in national and international media, online, points of sale and trade fairs.
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MARKETING Joma launches a campaign to demand the presence of sportswomen in the media Only 5% of current sports news features women, even though they train, compete and win like men. Faced with this situation, in March Joma launched a communication campaign to help promote gender equality in the media, consisting of a video and advertising spaces that it gave over to sports news featuring women. This news appeared in the Marca, As and El País newspapers and on marca.com, giving a voice to sportswomen in an audience of millions of people. Great sportswomen have participated in this campaign, such as Theresa Zabel, the gymnast :HUKYH (N\PSHY (THPH ,YIPUH YLJLU[ ,\YVWLHU JOHTWPVU PU 9\NI` <UPVU 4HY[H Torrejón, captain of the Spanish National Football Team or Teresa Bernadas, named the best goalkeeper in the world of roller hockey in 2016. This has been the campaign with the most views in Joma Social Media , reaching two million views.
Joma opens the social debate on stereotypes in sport in Spain The ‘Proud Sponsor of the Spanish Rugby Team’ spot was highlighted by all media outlets.
With the aim of promoting and supporting women’s sport, with special attention to rugby and transmitting the positive ]HS\LZ VɈLYLK I` WYHJ[PZPUN ZWVY[ 1VTH SH\UJOLK H ZWV[ where the players of the Spanish Women’s Rugby Team show the stereotypes they face every day. This spot opened a window to the most unknown part of this sport and a social debate without precedent in Spain for a sports brand. ;OL YLWLYJ\ZZPVU ^HZ ^PKLZWYLHK PU HSS [OL VɊPUL HUK VUSPUL media, which published extensive reports on the subject. In Social Media, prominent politicians and personalities shared the spot, congratulating Joma for its initiative. Like the former President, Mariano Rajoy, or the Home Secretary.
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Magazine Joma - June 2018
HALF MARATHON Joma sponsors the Movistar Half Marathon in Madrid Y\UULYZ ÅVVKLK 4HKYPK PU [OL th edition of the Movistar Half Marathon, with Joma being the technical sponsor for the race. JJoma added one of the biggest events in Spain to its list of popular races. On this occasion, the brand designed a special t-shirt that each of the participants received along with the runner’s bag.
The Spanish sportswear company’s slogan was ‘If you’ve made it this far, you can make it anywhere’. Being a part of the LɈVY[ P[ [HRLZ [V Y\U H OHSM THYH[OVU But the sponsorship went further, also collaborating with the 7YVM\[\YV YHJL ^OPJO ÄNO[Z [V IYPKNL [OL KPNP[HS KP]PKL PU education, and producing a white kit for participants in the 5 km race. ;V ÄUPZO [OPZ KH` [OL VYNHUPaH[PVU ^HZ JV\Y[LV\Z LUV\NO [V allow the brand to be represented on the podium, it being Marina López, head of the Marketing Department, who presented the awards to the winners in the female and male events.
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TEAMS
HAVRE ATHLETIC CLUB The shirts for next season at Havre Athletic Club are once again in two colours, with a striped design, half of the shirt being a lighter blue colour and the other half a darker blue, the distinctive colours of the French club.
VILLARREAL C.F =PSSHYYLHS * - MYVT [OL :WHUPZO Ã&#x201E;YZ[ KP]PZPVU WYLZLU[LK [OLPY RP[ MVY [OL 2018/2019 season on 15 June. The feature of the design is the lines created with the embossed technique and inspired by the new Ceramics Stadium in the area.
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Magazine Joma - June 2018
Presentation of VɉJPHS RP[Z MVY [OL new season ‘Can’t be better at 90’ Club Deportivo Leganés celebrates its 90th anniversary in 2018. To celebrate it, we created an advertising campaign with the slogan of ‘Can’t be better at 90’. The light-natured spot shows the good form of both the team and its fans. The spot had a great impact in both online versions of the major newspapers and on sports television. It was also deluged with comments for its originality.
C.D. LEGANÉS
PARTICK THISTLE F.C. The Scottish team presented their new kit for the coming season on the morning of 18 June. Partick is characterized by the red and yellow colours that take the form of vertical stripes this season, leaving behind the three wider stripes of the previous season.
SWANSEA CITY A.F.C. Swansea presented their 2018/2019 shirt on 20 June. White has been the traditional colour at the club, so all the shirt remains that colour, but adding a touch of black at the collar and on the logos.
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FAIRS Ispo Munich highlights the boom in running and outdoor gear Joma was once again present at the most important sports fair in Europe. That’s more than 30 years in a row. Like every edition, Joma installed its collections in the pavilions at the ISPO Munich in Germany. With a new-look stand aimed at exhibiting the design and technical nature of its 2018 sport textiles and footwear JVSSLJ[PVU [OL IYHUK JVUÄYTLK P[Z NYV^PUN presence in the European market. ISPO Munich is the meeting point for manufacturers and retailers of sports equipment from all over the world, especially Europe. On this occasion, more than 84,000 visitors among the exhibitors ^P[ULZZLK [OL ZPNUPÄJHU[ NYV^[O VM Y\UUPUN HUK V\[KVVY LX\PWTLU[ YLÅLJ[PUN [OL increased market share of the sports equipment business.
NEC MODA SHOW 2018
SAPICA 2018
Birmingham hosts the most famous shoe fair in the north of the UK every year.
Joma repeats its presence at the SAPICA footwear fair in Mexico.
National fairs are strategic for Joma as they allow it to expand its retail channel by making contact with local businesses and groups. This is why Joma exhibits items at so many fairs around the world.
At the SAPICA fair in Mexico, the main manufacturers and distributors of footwear and leather goods meet to showcase their products and see the new features and trends in the industry.
In this case, it was the NEC, the footwear trade fair held every six months in Birmingham, which brings together the main retailers in Ireland and England. Joma presented the Fall Winter 2018 collection.
Mexico is a strategic market for Joma for several reasons, including brand recognition, as it has been in this market for more than 20 years.
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Magazine Joma - June 2018
Joma on display at the Krakow Marathon On Sunday 22 April, the 17th edition of the Krakow Marathon was held, in which Joma participated as a technical sponsor, responsible MVY Ä[[PUN V\[ [OL THU` Y\UULYZ ( ZHSLZ Z[HUK ^HZ HSZV ZL[ \W ZV [OH[ WHY[PJPWHU[Z HUK ]PZP[VYZ [V [OL Y\UULY»Z MHPY JV\SK NL[ H ÄYZ[OHUK ]PL^ VM [OL IYHUK»Z WYVK\J[Z
Joma supplies products to Kazakhstan The technical product has been very well received. The Spanish brand is increasingly strong in JV\U[YPLZ ^P[O 9\ZZPHU PUÅ\LUJL HUK [OLYL are also more opportunities to showcase its products at trade fairs and exhibitions. Joma OHZ ILLU WYLZLU[ PU [OL ÄYZ[ TVU[OZ VM H[ various sporting events and fairs in Kazakhstan and Kyrgyzstan.
Joma exhibits again at FN Platform Las Vegas It is the leading footwear exhibition in the world. -5 7SH[MVYT PZ OLSK PU 3HZ =LNHZ [OL <:( ^OLYL Joma has one of its fastest growing subsidiaries in recent years. The most important brands in the world of footwear come together at FN Platform, making it an essential showcase for the Spanish brand, and multiplying its business possibilities.
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COMMUNICATION Joma extends its media plan to Europe
With the aim of positioning and increasing brand awareness, Joma will be present in the main international media outlets, through a media plan that includes physical and digital formats. The campaign starts in June and will continue until December, with colour pages in lifestyle magazines such as Men´s Health, Women´s Health and specialised sports media such as Running, Four Four two, Runners World, 11 Freunde and *VYYLYL PU 0[HS` <2 .LYTHU` HUK -YHUJL HTVUN V[OLYZ
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Magazine Joma - June 2018
VISITS Great champions visit the headquarters Some prestigious teams and clubs have visited the facilities at the Toledo company’s OLHKX\HY[LYZ K\YPUN [OL ÄYZ[ OHSM VM
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SOCIAL MEDIA
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Magazine Joma - June 2018
New SM strategy Since sportswear is strongly positioned in the world of fashion. Joma is focusing on new consumers linked to values related to healthy living, and who also care how they look, in addition to technical innovation and design. The SM presence will be strengthened as part of the new digital strategy to boost brand image and sales to individual customers. Joma followers on SM expect an attractive and very visual content from the brand, so in addition to a higher quality in the image and content published, and the implementation of new formats, Joma is using the latest sales news in social media, such as Instagram Shopping and Facebook catalogues, which allow you to buy directly from these platforms, and which will soon be available in Instagram stories. This change of image is being very well received by users, increasing the U\TILY VM MVSSV^LYZ VU ZVJPHS TLKPH TVYL LɈLJ[P]LS` HUK YLHJOPUN H SHYNLY number of users with each new post. 6M HSS [OL WSH[MVYTZ 1VTH»Z 0UZ[HNYHT WYVÄSL Z[HUKZ V\[ ^P[O H PUJYLHZL in users, and an engagement rate that is increasing by almost 10% with each new post.
1VTH OHZ VɉJPHS 0UZ[HNYHT WYVÄSLZ PU [OL <:( 0[HS` :WHPU HUK [OL <2 HZ ^LSS HZ H Z[YH[LN` [OYV\NO HNLUJPLZ PU ULHYS` [^LU[` V[OLY countries, where the brand image has an excellent acceptance and an increase in followers all over the world.
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INNOVATION Logistics innovation: Joma installs a new robot to check orders ;OL Z\JJLZZP]L PTWSLTLU[H[PVU VM KPɈLYLU[ THJOPULY` PU [OL JVTWHU`»Z PU[LYUH[PVUHS SVNPZ[PJZ ^HYLOV\ZL PU 7VY[PSSV KL ;VSLKV YLX\PYLZ Z[YPJ[ JVU[YVS VM NVVKZ PU LHJO WYVJLZZ ;OL ÅL_PIPSP[` WYV]PKLK I` UL^ Z`Z[LTZ T\Z[ IL HJJVTWHUPLK I` HU H\[VTH[PJ organization, and for which Joma continues to invest in the latest technology. ;OPZ ^HYLOV\ZL J\YYLU[S` WYVJLZZLZ ^VYR VYKLYZ MYVT KPɈLYLU[ Z`Z[LTZ ]LY` X\PJRS` ^OPJO JHU SLHK [V H Z[HNUH[PVU PU VYKLYZ 0U order to ensure that the customer receives their goods within the agreed deadlines, Joma has installed a new robot that checks all the boxes and temporarily stores those whose order is not complete. The order is completed in a maximum of 24 hours. ;OL ILULÄ[Z MVY 1VTH J\Z[VTLYZ ^PSS IL YLK\JLK [YHUZWVY[ [PTL HUK JVZ[Z HUK ILPUN HISL [V M\SÄS JVTTP[TLU[Z ^P[O [OL ÄUHS consumer regarding product availability.
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Magazine Joma - June 2018
INTERVIEW Interview with Sonia Bautista Sonia Bautista, successfully combines traditional and online commerce. With her multidisciplinary WYVÄSL PU [OL JVTTLYJPHS HYLH ZOL OHZ [HRLU JOHYNL VM WVZP[PVUPUN 1VTH PU [OL THPU THYRL[WSHJLZ developing and adapting. We come from a traditional business working with retailers, and introducing a new operator involves a major adjustment process. In the medium term, it will be an important part of Joma’s business share. Do you think Joma’s traditional J\Z[VTLYZ JVUÅPJ[ ^P[O [OLZL UL^ customers? In my view, they are complementary. In Spain, 25% of the population seeks online product information but buys VɊPUL ZV [OL ILULÄ[ PZ YLJPWYVJHS
When did you start working at Joma? More than 20 years ago, in 1998. I have grown at work along with Joma. What has your career path at the company been? I’ve passed through almost every department, something which has given me a good understanding of all the work processes, although the company has changed since I arrived. I started helping in textile design for a short period of time and then joined the Call Centre when there were only three of us. It’s changed so much! Now there are more than 25 of them! Four years later, the main change in my professional career took place. I switched to accompanying sales Z[HɈ HZ [OL THUHNLY >L ]PZP[LK V\Y J\Z[VTLYZ PU [OLPY V^U VɉJLZ VY PU their shops to show them our textile and shoe samples. The company continued to grow and after a restructuring of the commercial area I am now in charge of the relationship with major accounts, and for the last four years I have been in charge of B2B e-commerce. For those who don’t know what your job is, tell us what you do at Joma?
As a sales manager, my main task is to implement a 360° view of my customer portfolio, including negotiation, sales and after-sales service. It is important to OH]L H Å\PK JVTT\UPJH[PVU ^P[O [OLT throughout the year to give a quick response. With respect to e-commerce I still learn something every day as it is a constantly developing market. My job is to analyze the type of sale by the operator, negotiate the budget assigned to Joma and the marketing ZJOLK\SL HZ ^LSS HZ ÄSSPUN VYKLYZ HUK monitoring sales. I also do research work in the market to analyze our customers’ trends and direction, to analyse the sell out and the positioning of the product at the point of sale. What is the position of e-commerce, HUK ZWLJPÄJHSS` [OL THYRL[WSHJL in Joma’s business? How has it increased in recent years? In recent years, e-commerce has grown exponentially. Joma has been able to adapt to this change and has developed a B2B area from where 95% of orders are already received, although this is not my area. As for the marketplace, we are in the process of
However, traditional retail must adapt to new ways of shopping if it is to survive. The store already has a physical door where regular customers enter, those whose trust has been gained on a daily basis, but if you also open another online ‘door’, you will have more business opportunities. There are many who are already doing this, but there is still a lot of work to be done. A customer adapted to 21st century commerce can play a complementary role to the large end consumer operators. How do you work with these new operators? As I said, marketplaces are new operators for everyone and their ways VM ^VYRPUN HYL HSZV ]LY` KPɈLYLU[ MYVT traditional retail. We also work with them on programming but, unlike traditional retail, it is the manufacturer who chooses the product to be sold based on a budget given by the platform. This trade allows us to have more information and control over the sale, which is much more complicated in traditional retailing. You know the WYVÄSL VM [OL LUK J\Z[VTLY VUSPUL [OL geographic segmentation of sales, you can plan advertising campaigns, JOHUNL [OL VɈLY HJJVYKPUN [V [OL evolution of sales and update your product image.
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