The Strategic Challenge: Orchestrating Complexity
Pozuelo faced the challenge of building an entirely new digital channel within its operation, integrating strategy, experience, technology, and commercial execution into a single, coherent model.
The challenge was not just to launch an ecommerce platform, but to design an operation capable of serving a different type of consumer—one with behaviors, expectations, and needs that differ from traditional channels.
This required coordinating multiple capabilities: understanding the customer, designing relevant journeys, implementing robust technology, and ensuring efficient commercial execution, all under an integrated approach.
Orchestrating this complexity meant evolving from a traditional mass-consumption model to one centered on a direct relationship with the end consumer.
Services Provided
Customer Experience & Strategy
- ICX Compass
- Persona Playbook Definition (buyer persona, empathy map, jobs to be done, value proposition)
- Customer journey and storyboard design
Business & Digital Transformation
- ICX Transformation Framework
- ICX Process Transformation Framework
Technology Implementation
- Adobe Commerce (Magento) implementation
- HubSpot integration (Sales, Marketing, Service)
- Marketing and commercial process automation
- Adobe Commerce & Magento Commerce
- BPM interfacing
Solution
ICX Consulting designed and implemented an end-to-end solution, covering both strategic definition and technological execution of the B2C channel.
Based on a deep understanding of the customer, buyer personas were defined and experiences were designed to match their needs, building clear journeys from discovery to purchase and loyalty.
The ecommerce platform was developed on Adobe Commerce, enabling flexible and scalable management of promotions, campaigns, and dynamic content.
Additionally, the integration with HubSpot enabled automation of the commercial cycle, including key processes such as abandoned cart recovery through personalized workflows—ensuring continuous follow-up and maximizing conversion.
Strategic Impact
The initiative enabled Pozuelo to evolve toward a business model closer to the end consumer, opening a direct channel for engagement and sales.
It established the foundation for a scalable digital operation, capable of adapting to new demands, campaigns, and customer behaviors.
The integration between ecommerce and CRM enabled intelligent lifecycle management, improving conversion rates and strengthening customer loyalty.
Additionally, the organization developed new digital capabilities, allowing it to compete in an increasingly experience-driven and direct-to-consumer environment.
