{"id":244447,"date":"2026-07-20T12:24:56","date_gmt":"2026-07-20T10:24:56","guid":{"rendered":"https:\/\/ipmark.com\/?p=244447"},"modified":"2026-07-20T13:35:03","modified_gmt":"2026-07-20T11:35:03","slug":"caso-de-exito-winchannel-catrice","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=244447","title":{"rendered":"\u201cSin ejecuci\u00f3n no hay resultados\u201d. El lado menos visible del \u00e9xito"},"content":{"rendered":"

Las acciones de cambio de mobiliario en el punto de venta forman parte de lo habitual del sector. Sin embargo, lo que convierte este proyecto en un verdadero caso de \u00e9xito no es \u00fanicamente su volumen, sino su dimensi\u00f3n y el momento en que se ejecuta.<\/strong><\/p>\n

\"\"TEXTO MARISA FADRIQUE, <\/span><\/b>BEAUTY & PERSONAL CARE ACCOUNT MANAGER<\/i><\/b> DE WINCHANNEL\u00a0<\/b><\/span><\/p>\n

Renovaci\u00f3n de mobiliario en 720 puntos de venta de diferentes retailers especialistas en beauty & care desplegada en toda la Pen\u00ednsula e Islas, est\u00e1 muy por encima de los est\u00e1ndares habituales del mercado. Solo grandes marcas, con altos niveles de inversi\u00f3n, asumen proyectos de esta magnitud.<\/span><\/p>\n

Si a esto se le suma su ejecuci\u00f3n en el mes de agosto, el periodo m\u00e1s complejo del a\u00f1o a nivel operativo en Espa\u00f1a, el resultado es un proyecto que rara vez se plantea, y a\u00fan menos se acepta.<\/span><\/p>\n

Nosotros decidimos hacerlo.<\/span><\/p>\n

Objetivos<\/b><\/h3>\n

El objetivo era claro: completar la implementaci\u00f3n del nuevo mueble de Catrice en el 100% de los puntos de venta en siete semanas garantizando una imagen homog\u00e9nea de marca sin impacto en tienda.<\/span><\/p>\n

Para Winchannel supon\u00eda un doble reto; era la primera vez que Catrice trabajaba con nosotros y esta acci\u00f3n era una prueba decisiva de la que depend\u00eda la continuidad de la relaci\u00f3n. <\/span>\u201cToda la carne en el asador\u201d<\/span><\/i><\/p>\n

Acciones realizadas<\/b><\/h3>\n

El proyecto se activ\u00f3 en abril, con cinco meses de planificaci\u00f3n intensiva, anticipando cada variable para asegurar el \u00e9xito en un escenario cr\u00edtico.<\/span><\/p>\n

La ejecuci\u00f3n incluy\u00f3:<\/span><\/p>\n

    \n
  • M\u00e1s de 60 profesionales movilizados en plena campa\u00f1a vacacional.<\/span><\/li>\n
  • Acuerdos de transporte con 70 camiones dedicados en exclusiva, en un momento de m\u00e1xima tensi\u00f3n log\u00edstica.<\/span><\/li>\n
  • 23 almacenes de apoyo, cubriendo toda la Pen\u00ednsula e Islas.<\/span><\/li>\n
  • Compleja gesti\u00f3n de accesos a CC y PDV, con estructuras de retailers reducidas.<\/span><\/li>\n
  • Control y seguimiento en tiempo real.<\/span><\/li>\n<\/ul>\n

    Pero el verdadero diferencial fue el equipo de gesti\u00f3n <\/span>back office<\/span><\/i>. Profesionales con m\u00e1s de 10 a\u00f1os de experiencia en la categor\u00eda <\/span>beauty & care<\/span><\/i>, capaces de anticipar, decidir y ejecutar con precisi\u00f3n incluso en condiciones adversas.<\/span><\/p>\n

    \"\"<\/p>\n

    Resultados<\/b><\/h3>\n
      \n
    • 100% de los 720 puntos de venta ejecutados en plazo<\/span><\/li>\n
    • Implantaci\u00f3n homog\u00e9nea de la marca en toda la red<\/span><\/li>\n
    • Validaci\u00f3n de la confianza en una primera colaboraci\u00f3n estrat\u00e9gica<\/span><\/li>\n<\/ul>\n

      Este tipo de acciones existen. Pero no en esta escala. Y no en agosto.<\/span><\/p>\n

      Por eso, hemos convertido este proyecto en un caso de \u00e9xito, apoy\u00e1ndonos en tres pilares diferenciales:<\/span><\/p>\n

        \n
      • Expertise<\/i><\/strong>:<\/strong> m\u00e1s de una d\u00e9cada en el punto de venta<\/span><\/li>\n
      • Recursos y medios:<\/strong> capacidad real de ejecuci\u00f3n a gran escala<\/span><\/li>\n
      • Garant\u00edas:<\/strong> compromiso incluso en los contextos m\u00e1s adversos<\/span><\/li>\n<\/ul>\n

        Hay algo que no se ve; el consumidor no es consciente de este trabajo y, en ocasiones, tampoco se dimensiona su impacto. Pero la realidad es clara,<\/span>
        \n<\/span>somos el \u00faltimo eslab\u00f3n que convierte la estrategia de marketing en resultados reales en el punto de venta.<\/span><\/p>\n

        Sin ejecuci\u00f3n, no hay venta.<\/span><\/p>\n

        Este caso no es solo un \u00e9xito operativo, es la prueba de que, cuando hay conocimiento, estructura y valent\u00eda, lo improbable se puede convertir en est\u00e1ndar.<\/span><\/p>\n

        Ficha t\u00e9cnica<\/b><\/h3>\n
          \n
        • Anunciante: <\/b>Cosnova GmbH.<\/span><\/li>\n
        • Marca: <\/b>Catrice.<\/span><\/li>\n
        • Producto:<\/b> Catrice.<\/span><\/li>\n
        • Agencia:<\/b> Winchannel.<\/span><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"

          Caso de \u00e9xito. Winchannel para Catrice.<\/p>\n","protected":false},"author":30,"featured_media":244449,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[44],"tags":[2114,2227],"class_list":["post-244447","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-creatividad","tag-marketing"],"acf":[],"yoast_head":"\nCaso de \u00e9xito. Winchannel para Catrice<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=244447\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Caso de \u00e9xito. Winchannel para Catrice\" \/>\n<meta property=\"og:description\" content=\"Caso de \u00e9xito. Winchannel para Catrice.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=244447\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2026-07-20T10:24:56+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-07-20T11:35:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/Winchannel-para-Catrice-.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Roc\u00edo Calder\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Roc\u00edo Calder\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=244447#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=244447\"},\"author\":{\"name\":\"Roc\u00edo Calder\u00f3n\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/0cd80129b6d6c318e9e1c6188e323a60\"},\"headline\":\"\u201cSin ejecuci\u00f3n no hay resultados\u201d. El lado menos visible del \u00e9xito\",\"datePublished\":\"2026-07-20T10:24:56+00:00\",\"dateModified\":\"2026-07-20T11:35:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=244447\"},\"wordCount\":560,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=244447#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Winchannel-para-Catrice-.jpg\",\"keywords\":[\"creatividad\",\"marketing\"],\"articleSection\":[\"Marketing\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=244447\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=244447\",\"name\":\"Caso de \u00e9xito. Winchannel para Catrice\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=244447#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=244447#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Winchannel-para-Catrice-.jpg\",\"datePublished\":\"2026-07-20T10:24:56+00:00\",\"dateModified\":\"2026-07-20T11:35:03+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/0cd80129b6d6c318e9e1c6188e323a60\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=244447#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=244447\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=244447#primaryimage\",\"url\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Winchannel-para-Catrice-.jpg\",\"contentUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Winchannel-para-Catrice-.jpg\",\"width\":1140,\"height\":635},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=244447#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"\u201cSin ejecuci\u00f3n no hay resultados\u201d. El lado menos visible del \u00e9xito\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/0cd80129b6d6c318e9e1c6188e323a60\",\"name\":\"Roc\u00edo Calder\u00f3n\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g\",\"caption\":\"Roc\u00edo Calder\u00f3n\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=30\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Caso de \u00e9xito. Winchannel para Catrice","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=244447","og_locale":"es_ES","og_type":"article","og_title":"Caso de \u00e9xito. Winchannel para Catrice","og_description":"Caso de \u00e9xito. Winchannel para Catrice.","og_url":"https:\/\/ipmark.com\/?p=244447","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2026-07-20T10:24:56+00:00","article_modified_time":"2026-07-20T11:35:03+00:00","og_image":[{"width":1140,"height":635,"url":"https:\/\/ipmark.com\/wp-content\/uploads\/Winchannel-para-Catrice-.jpg","type":"image\/jpeg"}],"author":"Roc\u00edo Calder\u00f3n","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Roc\u00edo Calder\u00f3n","Tiempo de lectura":"3 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=244447#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=244447"},"author":{"name":"Roc\u00edo Calder\u00f3n","@id":"https:\/\/ipmark.com\/#\/schema\/person\/0cd80129b6d6c318e9e1c6188e323a60"},"headline":"\u201cSin ejecuci\u00f3n no hay resultados\u201d. El lado menos visible del \u00e9xito","datePublished":"2026-07-20T10:24:56+00:00","dateModified":"2026-07-20T11:35:03+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=244447"},"wordCount":560,"image":{"@id":"https:\/\/ipmark.com\/?p=244447#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/Winchannel-para-Catrice-.jpg","keywords":["creatividad","marketing"],"articleSection":["Marketing"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=244447","url":"https:\/\/ipmark.com\/?p=244447","name":"Caso de \u00e9xito. Winchannel para Catrice","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=244447#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=244447#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/Winchannel-para-Catrice-.jpg","datePublished":"2026-07-20T10:24:56+00:00","dateModified":"2026-07-20T11:35:03+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/0cd80129b6d6c318e9e1c6188e323a60"},"breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=244447#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=244447"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=244447#primaryimage","url":"https:\/\/ipmark.com\/wp-content\/uploads\/Winchannel-para-Catrice-.jpg","contentUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/Winchannel-para-Catrice-.jpg","width":1140,"height":635},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=244447#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"\u201cSin ejecuci\u00f3n no hay resultados\u201d. El lado menos visible del \u00e9xito"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/0cd80129b6d6c318e9e1c6188e323a60","name":"Roc\u00edo Calder\u00f3n","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/412548896651c633328d8cc2c85d187a30911c48a59855bf50ba032ec6525d33?s=96&d=mm&r=g","caption":"Roc\u00edo Calder\u00f3n"},"url":"https:\/\/ipmark.com\/?author=30"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/244447","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/30"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=244447"}],"version-history":[{"count":6,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/244447\/revisions"}],"predecessor-version":[{"id":244468,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/244447\/revisions\/244468"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/media\/244449"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=244447"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=244447"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=244447"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}