{"id":12716,"date":"2025-07-28T07:34:32","date_gmt":"2025-07-28T07:34:32","guid":{"rendered":"https:\/\/sigespana.es\/servicios\/casos-de-exito\/%ed%99%94%ec%9e%a5%ed%92%88-%eb%b6%84%ec%95%bc%ec%9d%98-%ec%86%8c%eb%a7%a4-%ed%98%81%ec%8b%a0\/"},"modified":"2026-08-28T10:50:12","modified_gmt":"2026-08-28T10:50:12","slug":"retail-transformation-for-cosmetics","status":"publish","type":"caso_exito","link":"https:\/\/sigespana.es\/ko\/servicios\/casos-de-exito\/retail-transformation-for-cosmetics\/","title":{"rendered":"\ud654\uc7a5\ud488 \ubd84\uc57c\uc758 \uc18c\ub9e4 \ud601\uc2e0"},"content":{"rendered":"\n
\n

\u23af \ub3c4\uc804<\/span><\/p>\n\n\n\n

464\uac1c \ub9e4\uc7a5. 55\uc77c.
\uc624\uc804 \uc2dc\uac04\uc5d0\ub9cc.<\/span><\/h2>\n\n\n\n

\ud654\uc7a5\ud488 \ubc0f \ud5a5\uc218 \uc5c5\uacc4\uc758 \uc120\ub3c4\uc801\uc778 \ube0c\ub79c\ub4dc\uac00 \uc2a4\ud398\uc778 \uc804\uc5ed\uc5d0 \uc788\ub294 \uc790\uc0ac \ub9e4\uc7a5\uc758 \uac00\uad6c\ub97c \uad50\uccb4\ud574\uc57c \ud560 \ud544\uc694\uac00 \uc788\uc5c8\uc2b5\ub2c8\ub2e4. \uc774\ub294 \ubd80\ubd84\uc801\uc774\uac70\ub098 \ub2e8\uacc4\uc801\uc778 \uad50\uccb4\uac00 \uc544\ub2c8\ub77c, \ud574\ub2f9 \uc5c5\uacc4\uc758 \uc8fc\uc694 \uc18c\ub9e4\uc5c5\uccb4\ub4e4\uacfc \ud611\ub825\ud558\uc5ec 464\uac1c \ub9e4\uc7a5\uc5d0\uc11c \ub3d9\uc2dc\uc5d0 \ub300\uaddc\ubaa8\ub85c \uc9c4\ud589\ub41c \uad50\uccb4<\/strong> \uc791\uc5c5\uc774\uc5c8\uc2b5\ub2c8\ub2e4.

\ubcf5\uc7a1\uc131\uc740 \uaddc\ubaa8\uc5d0\ub9cc \uc788\ub294 \uac83\uc774 \uc544\ub2c8\uc5c8\ub2e4. \uc9c4\uc815\ud55c \ub09c\uad00\uc740 \uc2dc\uac04\uc801 \uc81c\uc57d\uc774\uc5c8\ub294\ub370, \ub9e4\uc7a5 \ub0b4 \uc791\uc5c5\uc744 \uc9c4\ud589\ud560 \uc218 \uc788\ub294 \uc2dc\uac04\uc740 \uc624\uc804\uc5d0\ub9cc \uac00\ub2a5\ud588\ub2e4.<\/strong>\ub9e4\uc7a5\ub4e4\uc740 \uac00\uad6c \uad50\uccb4\ub85c \uc778\ud574 \ud558\ub8e8 \uc911 \ub098\uba38\uc9c0 \uc2dc\uac04 \ub3d9\uc548\uc758 \uc601\uc5c5 \uc6b4\uc601\uc774 \ucc28\uc9c8\uc744 \ube5a\ub294 \uac83\uc744 \ud5c8\uc6a9\ud560 \uc218 \uc5c6\uc5c8\uc2b5\ub2c8\ub2e4. \uc774\ub85c \uc778\ud574 \uc791\uc5c5 \uac00\ub2a5 \uc2dc\uac04\uc774 \uc808\ubc18\uc73c\ub85c \uc904\uc5b4\ub4e4\uc5c8\uace0, \ubc00\ub9ac\ubbf8\ud130 \ub2e8\uc704\uc758 \uc815\ubc00\ud55c \ubb3c\ub958 \uc870\uc728\uc774 \ud544\uc694\ud588\uc73c\uba70, \uc989\ud765\uc801\uc778 \ub300\uc751\uc758 \uc5ec\uc9c0\uac00 \uc804\ud600 \uc5c6\uc5c8\uc2b5\ub2c8\ub2e4.

\ubaa9\ud45c\ub294 \ucd5c\uc885 \uace0\uac1d\uc758 \uc1fc\ud551 \uacbd\ud5d8\uc5d0 \uc9c0\uc7a5\uc744 \uc8fc\uc9c0 \uc54a\uc73c\uba74\uc11c, \uc5b8\uc81c\ub098 \ud760\uc7a1\uc744 \ub370 \uc5c6\ub294 \ube0c\ub79c\ub4dc \uc774\ubbf8\uc9c0\ub97c \uc720\uc9c0\ud55c \ucc44 55\uc77c<\/strong>( \uadfc\ubb34\uc77c \uae30\uc900) \ub0b4\uc5d0 464\uac1c \ud310\ub9e4\uc810\uc744<\/strong> \ubaa8\ub450 \uc644\ub8cc\ud558\ub294 \uac83\uc774\uc5c8\uc2b5\ub2c8\ub2e4.<\/p>\n<\/div><\/div>\n\n\n\n

\n

\u23af \ubaa9\ud45c<\/span><\/p>\n\n\n\n

\uace0\uac1d\uc774 \ud544\uc694\ub85c \ud588\ub358<\/span> \uac83<\/h3>\n\n\n\n
\n
\n
\n

55\uc601\uc5c5\uc77c \ub3d9\uc548 464\uac1c \ud310\ub9e4\uc810\uc5d0\uc11c \uac00\uad6c \uad50\uccb4\uac00 \uc644\ub8cc\ub418\uc5c8\uc2b5\ub2c8\ub2e4.<\/strong>

\ud569\uc758\ub41c \uae30\uac04 \ub0b4\uc5d0 \uacc4\ud68d\uc5d0 \ud3ec\ud568\ub41c \ubaa8\ub4e0 \ud310\ub9e4\uc810\uc758 \ubcc0\ubaa8\ub97c \uc644\ub8cc\ud558\ub418, \ucc98\uc74c\ubd80\ud130 \ub9c8\uc9c0\ub9c9\uae4c\uc9c0 \ub3d9\uc77c\ud55c \uc218\uc900\uc758 \ud488\uc9c8\uc744 \uc720\uc9c0\ud574\uc57c \ud569\ub2c8\ub2e4.<\/p>\n\n\n\n

\uc2e4\ud589\uc740 \uc624\uc804 \uc2dc\uac04\ub300\uc5d0\ub9cc \uac00\ub2a5\ud569\ub2c8\ub2e4.<\/strong>

\ud300\uc758 \uc6b4\uc601\uc5d0 \ucc28\uc9c8\uc744 \uc8fc\uc9c0 \uc54a\uc73c\uba74\uc11c \uac01 \uc2dc\uc124\uc758 \uc2dc\uac04 \uc81c\uc57d\uc744 \uc900\uc218\ud558\uace0, \uacbd\ub85c, \ud300 \ubc0f \ubb3c\ub958\ub97c \uc7ac\ud3b8\uc131\ud558\uc5ec \ub9e4\uc77c\uc758 \uc77c\uc815\uc744 \ucd5c\uc801\ud654\ud569\ub2c8\ub2e4.<\/p>\n\n\n\n


\ubb3c\ub958, \ud604\uc7a5 \ud300, \uc18c\ub9e4\uc5c5\uccb4 \uac04\uc758 \uc644\ubcbd\ud55c \ud611\uc5c5<\/strong>

\uc0c8\ub85c\uc6b4 \uac00\uad6c\uac00 \uac01 \ub9e4\uc7a5\uc5d0 \ub531 \ub9de\ub294 \uc2dc\uae30\uc5d0 \ub3c4\ucc29\ud558\ub3c4\ub85d \ubcf4\uc7a5\ud574\uc57c \ud588\ub2e4. \ub108\ubb34 \uc77c\ucc0d \ub3c4\ucc29\ud574 \ubcf4\uad00\ud560 \uacf5\uac04\uc774 \ubd80\uc871\ud558\uac70\ub098, \ub108\ubb34 \ub2a6\uac8c \ub3c4\ucc29\ud574 \uc124\uce58\ud560 \uc5ec\uc720\uac00 \uc5c6\ub294 \uc0c1\ud669\uc774 \ubc1c\uc0dd\ud558\uc9c0 \uc54a\ub3c4\ub85d \ub9d0\uc774\ub2e4.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n

\n

“\uc774 \uc815\ub3c4 \uaddc\ubaa8\uc758 \ud504\ub85c\uc81d\ud2b8\uc5d0\uc11c \uc131\uacf5\uc740<\/span> \uc989\ud765\uc801\uc73c\ub85c \uc774\ub8e8\uc5b4\uc9c0\uc9c0 \uc54a\uc2b5\ub2c8\ub2e4. \uccab \ub9e4\uc7a5\uc5d0 \uc785\uc810\ud558\uae30 \uc804\ubd80\ud130, \uc815\uad50\ud558\uac8c \ub2e4\ub4ec\uc5b4\uc9c4 \ubb3c\ub958 \uc2dc\uc2a4\ud15c, \uc720\uae30\uc801\uc73c\ub85c \ud611\ub825\ud558\ub294 \ud300, \uadf8\ub9ac\uace0 \uc774 \uacfc\uc815\uc744<\/span> \uc2e0\ub8b0\ud558\ub294 \uc18c\ub9e4\uc5c5\uccb4\ub4e4\uc744 \ud1b5\ud574 \uc131\uacf5\uc758<\/span> \ud1a0\ub300\ub97c \ub2e4\uc838\ub098\uac00\ub294 \uac83\uc785\ub2c8\ub2e4.” <\/p>\n\n\n\n

SIG \uc2a4\ud398\uc778 \uc6b4\uc601\ud300<\/p>\n<\/div><\/div>\n\n\n\n

\n

\u23af \ud574\uacb0\ucc45<\/span><\/p>\n\n\n\n

\uc804\ubc18\uc801\uc778 \uc870\uc815:
\ubb3c\ub958, \uc7a5\ube44 \ubc0f \uc18c\ub9e4\uc5c5\uccb4<\/span><\/h3>\n\n\n\n

55\uc77c \ub3d9\uc548 464\uac1c \ud310\ub9e4\uc810\uc744 \ub300\uc0c1\uc73c\ub85c \ud558\ub294 \ud504\ub85c\uc81d\ud2b8\ub294 \ub2e8\uc21c\ud55c \ud300\ub9cc\uc73c\ub85c\ub294 \uc218\ud589\ud560 \uc218 \uc5c6\uc2b5\ub2c8\ub2e4. \uc804\ubb38 \ud504\ub9ac\ub79c\uc11c, \ud310\ub9e4\uc810 \uad00\ub9ac\uc790, \uc9c0\uc5ed \ucf54\ub514\ub124\uc774\ud130 \ub4f1\uc73c\ub85c \uad6c\uc131\ub41c \uc870\ud654\ub85c\uc6b4 \uc0dd\ud0dc\uacc4\uac00 \ud544\uc694\ud558\uba70, \uc774 \ubaa8\ub4e0 \uad6c\uc131 \uc694\uc18c\uac00 \uac01 \uc18c\ub9e4\uc5c5\uccb4\uc758 \ubc30\uc1a1 \ubb3c\ub958 \ubc0f \uc77c\uc815\uc5d0 \ub9de\ucdb0 \uc644\ubcbd\ud558\uac8c \uc870\uc728\ub418\uc5b4\uc57c \ud569\ub2c8\ub2e4. <\/p>\n\n\n\n

\n
\n
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\uad6c\uc5ed\ubcc4 \uacbd\ub85c \uacc4\ud68d \ubc0f \uc77c\uc815
<\/strong>
\uc6b0\ub9ac\ub294 \uad6c\uc5ed\ubcc4\ub85c \uc2e4\ud589 \uc77c\uc815\uc744 \uc124\uacc4\ud558\uace0, \ub9e4\uc77c \uc544\uce68 \ubc29\ubb38\ud558\ub294 \ud310\ub9e4\uc810 \uc218\ub97c \uadf9\ub300\ud654\ud558\uae30 \uc704\ud574 \uacbd\ub85c\ub97c \ucd5c\uc801\ud654\ud588\uc2b5\ub2c8\ub2e4. \uac01 \ud300\uc740 \uc0ac\uc804\uc5d0 \uacbd\ub85c\ub97c \uc54c\uace0 \uc788\uc5c8\uae30 \ub54c\ubb38\uc5d0 \ub300\uae30 \uc2dc\uac04\uacfc \ubd88\ud544\uc694\ud55c \uc774\ub3d9\uc744 \uc5c6\uc568 \uc218 \uc788\uc5c8\uc2b5\ub2c8\ub2e4. <\/p>\n\n\n\n

\uc2e4\ud589\uacfc \uc5f0\ub3d9\ub41c \ubb3c\ub958 \uad00\ub9ac<\/strong>

<\/strong>\ud604\uc7a5 \ud300\uc758 \ubc29\ubb38 \uc9c1\uc804\uc5d0 \uac01 \ud310\ub9e4\uc810\uc5d0 \uc0c8 \uac00\uad6c\uac00 \ub3c4\ucc29\ud560 \uc218 \uc788\ub3c4\ub85d \ubc30\uc1a1 \uc77c\uc815\uc744 \uc870\uc728\ud588\uc2b5\ub2c8\ub2e4. \ub9e4\uc7a5\uc5d0 \uc784\uc2dc\ub85c \ubb3c\uac74\uc744 \uc313\uc544\ub450\ub294 \uc77c\ub3c4, \uae30\ub2e4\ub9ac\ub294 \uc2dc\uac04\ub3c4, \uc6b4\uc601 \uc911\uc778 \ub9e4\uc7a5\uc5d0 \uc124\uce58\ub418\uc9c0 \uc54a\uc740 \ubb3c\ud488\uc774 \uc313\uc5ec \ubc1c\uc0dd\ud558\ub294 \ud63c\ub780\ub3c4 \uc5c6\uc5c8\uc2b5\ub2c8\ub2e4. <\/p>\n\n\n\n

\uc790\uc601\uc5c5\uc790\uc640 \uac1c\uc778 \ucc28\ub7c9 \uad00\ub9ac\uc790 \uac04\uc758 \ud611\ub825
<\/strong>
\uc6b0\ub9ac\ub294 \uac00\uad6c \ub9ac\ud3fc \uc804\ubb38\uac00\uc640 \ud654\uc7a5\ud488 \ucc44\ub110 \uacbd\ud5d8\uc774 \uc788\ub294 \ud310\ub9e4 \uad00\ub9ac\uc790 \ub4f1 \ub2e4\uc591\ud55c \ubd84\uc57c\uc758 \ud504\ub9ac\ub79c\uc11c\ub85c \uad6c\uc131\ub41c \ud63c\ud569 \ud300\uc744 \uafb8\ub838\uc2b5\ub2c8\ub2e4. \ud575\uc2ec\uc740 \ud611\uc5c5\uc774\uc5c8\uc2b5\ub2c8\ub2e4. \ubaa8\ub4e0 \uad6c\uc131\uc6d0\uc774 \ubb34\uc5c7\uc744 \uc5b8\uc81c \ub204\uad6c\uc640 \ud611\ub825\ud574\uc57c \ud558\ub294\uc9c0 \uc815\ud655\ud788 \uc54c\uace0 \uc788\uc5c8\uc2b5\ub2c8\ub2e4. <\/p>\n\n\n\n

\uc18c\ub9e4\uc5c5\uccb4\uc640\uc758 \uc9c0\uc18d\uc801\uc778 \ud611\ub825
<\/strong>
\uc6b0\ub9ac\ub294 \uac01 \uc18c\ub9e4 \uccb4\uc778\uc810 \uad00\ub9ac\uc790\ub4e4\uacfc \uc6d0\ud65c\ud558\uace0 \uc9c0\uc18d\uc801\uc778 \uc18c\ud1b5\uc744 \uc720\uc9c0\ud588\uc2b5\ub2c8\ub2e4. \uadf8\ub4e4\uc758 \uc9c0\uc6d0\uc740 \uc601\uc5c5\uc2dc\uac04 \uc81c\ud55c \uc2dc \ub9e4\uc7a5 \uc811\uadfc, \uc608\uc0c1\uce58 \ubabb\ud55c \uc0c1\ud669 \ubc1c\uc0dd \uc2dc \uc77c\uc815 \uc870\uc815, \uadf8\ub9ac\uace0 \uac00\uad6c \uad50\uccb4\uac00 \ub9e4\uc7a5 \uc6b4\uc601\uc5d0 \uc601\ud5a5\uc744 \ubbf8\uce58\uc9c0 \uc54a\ub3c4\ub85d \ud558\ub294 \ub370 \ud544\uc218\uc801\uc774\uc5c8\uc2b5\ub2c8\ub2e4. <\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n

\n

\u23af \uacb0\uacfc<\/span><\/p>\n\n\n\n


\uc5d0\uc11c \uc911\uc694\ud55c<\/span> \uc218\uce58\ub4e4<\/h3>\n\n\n\n
\n
\n

464\uac1c \ud310\ub9e4\ucc98<\/span><\/p>\n\n\n\n

\uacc4\ud68d\uc758 \ubaa9\uc801<\/p>\n\n\n\n

\ubc1c\ub80c\uc2dc\uc544\ub97c \uc81c\uc678\ud558\uace0 100% \uc644\ub8cc\ub428<\/p>\n<\/div>\n\n\n\n

\n

55 \uc77c<\/mark><\/p>\n\n\n\n

\uae30\ud55c \uc900\uc218<\/p>\n\n\n\n

\uc624\uc804 \uc2dc\uac04\ub300\uc5d0\ub9cc<\/p>\n<\/div>\n\n\n\n

\n

100 %<\/span><\/p>\n\n\n\n

SIG\uc758 \ud6a8\uc728\uc131<\/p>\n\n\n\n

\uc7a5\ube44\uc5d0 \uae30\uc778\ud55c \uc774\uc0c1\uc740 \ubc1c\uc0dd\ud558\uc9c0 \uc54a\uc558\uc2b5\ub2c8\ub2e4.<\/p>\n<\/div>\n<\/div>\n\n\n\n

\uc774 \ud504\ub85c\uc81d\ud2b8\ub294 \uc2a4\ud398\uc778 \uc804\uc5ed\uc758 \ubaa8\ub4e0 \uc9c0\uc5ed\uc5d0\uc11c \ubaa9\ud45c\ub97c 100%<\/strong> \ub2ec\uc131\ud588\uc73c\ub098, \uc815\uc9c1\ud558\uac8c \uc5b8\uae09\ud574\uc57c \ud560 \ub2e8 \ud55c \uac00\uc9c0 \uc608\uc678\uac00 \uc788\uc5c8\ub2e4.<\/p>\n\n\n\n

\u26a0\ufe0f \ubc1c\ub80c\uc2dc\uc544\uc640 DANA\uc758 \uc601\ud5a5.<\/strong> 2024\ub144 \uac00\uc744 \ubc1c\ub80c\uc2dc\uc544 \uc790\uce58\uc8fc(Comunitat Valenciana)\uc5d0 \uc2ec\uac01\ud55c \ud53c\ud574\ub97c \uc785\ud78c \uc790\uc5f0\uc7ac\ud574\uc778 DANA\uc758 \uc601\ud5a5\uc73c\ub85c \uc778\ud574, \ubc1c\ub80c\uc2dc\uc544 \uc9c0\uc5ed\uc758 \ud310\ub9e4\ucc98 \ud655\ubcf4\uac00 \uc608\uc815\ub41c \uae30\ud55c \ub0b4\uc5d0 \uc644\ub8cc\ub418\uc9c0 \ubabb\ud588\uc2b5\ub2c8\ub2e4. \uc774\ub294 \ud504\ub85c\uc81d\ud2b8 \uad00\ub9ac\uc640 \uc804\ud600 \ubb34\uad00\ud55c \ubd88\uac00\ud56d\ub825\uc801\uc778 \uc0ac\uc720\uc600\uc73c\uba70, SIG Spain \ud300\uc740 \uc774\ub97c \uc2e4\uc2dc\uac04\uc73c\ub85c \uae30\ub85d\ud558\uc5ec \uace0\uac1d\uc5d0\uac8c \uc804\ub2ec\ud588\uc2b5\ub2c8\ub2e4. <\/p>\n<\/div><\/div>\n\n\n\n

\n

\u23af \ud575\uc2ec \ud559\uc2b5 \ub0b4\uc6a9<\/span><\/p>\n\n\n\n

\ub2e4\uc74c \ud504\ub85c\uc81d\ud2b8\ub97c \uc704\ud574
\uc5d0\uc11c \uc5bb\uc740 \uac83\ub4e4<\/h3>\n\n\n\n
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\n
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\n
<\/path><\/svg><\/span>El apoyo del retailer no es un detalle \u2014 es una condici\u00f3n de \u00e9xito.<\/strong>\u00a0

En proyectos de cambio de mobiliario a gran escala, la colaboraci\u00f3n de los equipos de tienda y los responsables de las cadenas es tan importante como la log\u00edstica y el equipo de campo. Sin ese apoyo, los accesos se complican, los calendarios se rompen y la ejecuci\u00f3n se resiente. Alinearse con el retailer desde el principio no es cortes\u00eda profesional \u2014 es estrategia.<\/span><\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n
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<\/path><\/svg><\/span>La sincronizaci\u00f3n log\u00edstica y operativa es lo que hace posible la restricci\u00f3n horaria.<\/strong>

Trabajar solo por las ma\u00f1anas parec\u00eda una limitaci\u00f3n \u2014 en realidad fue un ejercicio de optimizaci\u00f3n. La clave estuvo en que la log\u00edstica de entrega y la ejecuci\u00f3n en tienda llegaran coordinadas al minuto. Cuando eso funciona, la restricci\u00f3n deja de ser un problema.<\/span><\/div>\n<\/div><\/div>\n<\/div>\n\n\n\n
\n
\n
<\/path><\/svg><\/span>La transparencia ante la fuerza mayor construye confianza.<\/strong>\u00a0

El impacto de la DANA en Valencia fue inesperado e inevitable. Lo que marc\u00f3 la diferencia fue c\u00f3mo se gestion\u00f3 la comunicaci\u00f3n: documentaci\u00f3n inmediata, informaci\u00f3n clara al cliente y cero intento de maquillar el resultado. Esa honestidad es parte del servicio.<\/span><\/div>\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div><\/div>\n\n\n\n
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\ud654\uc7a5\ud488 \ubd84\uc57c\uc5d0\uc11c \ube44\uc2b7\ud55c \ud504\ub85c\uc81d\ud2b8\ub97c \uc9c4\ud589 \uc911\uc774\uc2e0\uac00\uc694 <\/strong>?<\/strong><\/p>\n\n\n\n

\uc5b4\ub5a4 \uacfc\uc81c\uac00 \uc788\ub294\uc9c0 \uc54c\ub824\uc8fc\uc2dc\uba74, \uc800\ud76c\uac00 \ud574\uacb0 \ubc29\ubc95\uc744 \uc81c\uc2dc\ud574 \ub4dc\ub9ac\uaca0\uc2b5\ub2c8\ub2e4. 24\uc2dc\uac04 \uc774\ub0b4\uc5d0 \ub2f5\ubcc0\ud574 \ub4dc\ub9ac\uaca0\uc2b5\ub2c8\ub2e4. <\/p>\n\n\n\n

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