Cristian Lay, regarded as Spain’s first direct sales company, has undergone this year the transition from the first generation, led by founder Ricardo Leal, to the second generation, headed by Víctor Leal, the company’s CEO since January.
In this interview, Víctor explains what the digitalisation process has been like, moving from what had been its hallmark for all these years — the paper catalogue — to a new and powerful ecommerce platform that makes it possible to reach more customers more efficiently.
In addition, the role of Beauty Manager has also been created, offering a new way of understanding the sales network in this digital stage the brand is currently experiencing.
