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El Cronista Mentions First Insight | From Lacoste to AI: Coppel's Plan to Win Over the Upper Middle Class and Digitize By 2030
Coppel wants to anticipate its customers' preferences with the help of artificial intelligence, both in e-commerce and in physical stores, in a context in which the company seeks to have 30% of its sales come from digital channels by 2030, Daniela Orduña, Coppel's divisional commercial director, told El Cronista.
The initiative is part of the modernization process being promoted by the company, backed by an investment of MXN $80 billion over five years, announced in June 2025, mainly intended for technological transformation, infrastructure and digital capabilities.
Orduña explained in an interview that the corporate strategy towards 2030 places the customer at the center of all business decisions.
"We are adjusting all our decisions and all our processes to meet the needs of our customers. Whether it's through our physical stores, our digital channels, the products we offer, or the financial services we provide," she stated.
As part of this vision, the company formalized an alliance with First Insight, a platform specializing in predictive analytics and artificial intelligence that allows it to evaluate, before launching a collection, which products, designs, colors and price ranges have the greatest potential for acceptance among consumers.
The executive noted that technology provides a new source of information for business decision-making.
"The advantage of First Insight is that it gives us the voice of the customer in a very quantitative way. We've never had this information readily available about what the customer expects to see. We believe this prediction can allow us to increase customer satisfaction," she said.
The tool began to be used through a pilot in the women's fashion category during the last quarter of 2025 and, after the results obtained, Coppel decided to expand its implementation to clothing and footwear for men and women.
Although the financial benefits will begin to be fully reflected in the autumn-winter collections, Orduña assured the buying teams have identified relevant advantages regarding which trends the retailer should bet on.
Read the full article on El Cronista.
