#E28 – FROM CATALOGUE TO eCOMM: MAPPING RETAIL’S DIGITAL TRANSFORMATION JOURNEY W/ KRISTINA HERMANSSON, CCO @CELLBES

In recent years, Cellbes has been going through an extensive digital transformation journey, moving from being a leader within catalogue retail to becoming a full-fledged e-commerce company.

In this podcast episode, Sanna Ödmark talks to Kristina Hermansson, CCO at Cellbes about this transformation journey, how Cellbes work with diversity and inclusivity as two integral parts of their business, and how they use social media and influencers to reach and attract their audience, which has slightly more life experience than the Gen Zs and Millennials.

We talk about:

• The importance of always putting the customer first and adapting the communication based on their needs and wants
• Why content is an important outcome from their collaborations
• How Cellbes managed to reach new customers with influencer marketing – and increase their number of Instagram followers with 100%!