With 140 stores across Catalonia and Andorra and an annual growth rate of nearly 20%, Ametller Origen has become a leader in healthy, sustainable, and local food retail. At the recent Retail Forum in Barcelona, we had the opportunity to explore how this chain is leveraging technology in its digital transformation process, together with comerzzia, to deliver superior shopping experiences focused on proximity and personalization.
Technology is a crucial tool for supporting Ametller’s expansion, but Ametller Origen emphasizes that it should be “imperceptible to the customer.” In the words of their CIO, Daniel Salvat, “Technology has to be present, but not invasive: we don’t want Ametller to feel like a spaceship.”
With nearly 1.5 million customers and 85% of transactions linked to their loyalty program, Ametller Origen faces the challenge of personalization. Deep customer knowledge and data unification are key to providing targeted promotions and fostering a shopping experience that drives loyalty. “We are customer-centric because we are data-centric,” says Salvat, underscoring the importance of effective data management in putting the customer at the heart of all decisions.
To achieve these goals, Ametller Origen has adopted comerzzia’s unified commerce platform, experiencing notable operational improvements and gaining agility to introduce new value propositions to its customers, such as coupons and personalized promotions.
As part of its strategy to enhance flexibility and agility in customer experience, Ametller Origen has implemented several innovative initiatives in its stores, including:
- Same-day Click&Collect: They recently added same-day in-store pickup, expanding on their traditional Click&Collect and delivery options to better meet customer needs.
- Autonomous Shopping Experiences (Self Check-Out): Although Ametller prioritizes personalized attention in its stores, they have integrated self-checkout options in certain locations to cater to customers seeking a faster and more efficient shopping experience.
We thank Grup Ametller Origen and their CIO, Daniel Salvat, for their trust and collaboration on this project, alongside our partner Tier1. At comerzzia, we continue to work to help retailers improve their operational agility and deliver increasingly personalized and effective shopping experiences.
