📉 Ending Partnerships
C&A is ending its partnership with Amazon, Wehkamp, and Zalando. These collaborations, started with Wehkamp in 2008 and expanded to Amazon and Zalando in 2022, did not bring the expected margins despite increasing sales. "An extensive evaluation showed that while sales increased, margins did not meet our expectations," said the company. Therefore, C&A decided to make agreements for a controlled closure of these partnerships.
🔄 Shifting Focus
From now on, C&A will focus on strengthening and growing its own digital channels. The company believes in the potential of its 'C&A for you' membership program to drive this growth. Launched last year, the program has already garnered nearly 4 million members across Europe. "We strongly believe in the growth trajectory ahead," said Wim Blaauw, Chief Digital & Transformation Officer.
📈 Successful Membership Program
The 'C&A for you' membership program aims to build long-term customer relationships. According to Blaauw, "The program had a successful launch with almost four million members across Europe, and we are convinced that we have the potential to modernise, simplify, and grow our digital business." This program will play a crucial role in C&A's strategy to enhance customer loyalty and increase direct sales through its own digital channels.
🌍 Looking Ahead
C&A's decision to end its partnerships with online marketplaces and focus on its digital channels marks a significant shift in strategy. The company aims to leverage the success of its membership program and modernise its digital presence. As C&A continues to grow and evolve, it remains committed to providing quality fashion directly to its customers through its own platforms.
What do you think of C&A's strategic shift?
