C·Top Design deepens relationships with designers through digitalization

Cosentino’s Digital Business Unit, led by Francisco Martinez-Cosentino Alfonso, is at the forefront the company’s digital transformation.

Cosentino’s Digital Business Unit (DBU) is leading the company’s digital transformation, creating new tools, services, and resources that connect our online and offline businesses seamlessly. 

Under the leadership of Francisco Martinez-Cosentino Alfonso, DBU Director, this business unit is making huge strides, bringing Cosentino closer than ever to its clients and partners. Nowhere is this clearer than with the launch of the new C·Top Design, an integrated program with a strong digital component created exclusively for the design community. 

Join us as Francisco gives us an inside look into Cosentino’s digitalization strategy and what the future holds.

Tell us about your role as Director of Cosentino’s Digital Business Unit.

In January 2021 the new Digital Business Unit (DBU) was created in Cosentino, and as Director, I am responsible for leading the transformation of our business into the digital world. 

My responsibilities include the development of our digital strategy and action plan to achieve our business goals. I seek to implement and evolve our omnichannel strategy, connecting our online and offline tools in a more efficient way, making us more customer-centric in our approach to sales and marketing. 

In this role, I have the honor of working with many different teams across the company, including marketing, data, and business technology to ensure the integration of new processes and platforms. It is my job to be aware of the opportunities and impacts digital technologies present and drive digital innovation for Cosentino. 

In everything we do, we aim to add value to our partners and clients, offering digital products and services to stay better connected and making our business processes and communication more efficient and agile. 

How is Cosentino betting on digital transformation?

Digital transformation is one of Cosentino’s key strategic projects and priorities. The company has an important growth and diversification strategy where the translation of our business into the digital world is key to success.

We are developing, and evolving day-by-day, professional digital platforms that are personalized and adapted for each business segment. We have four digital platforms dedicated to Kitchen & Bath Retailers, Architects, and Fabricators, and our new one for Interior Designers (C·Top Design). In the near future, we are planning also to develop new platforms for other professionals. These platforms are integrated into the Cosentino website, where they can find valuable information on our products and services. 

All this, of course, is within a global scope. The company is carrying out this strategy in all the different countries in which we operate across the five continents, taking our global strategy to the local level.

Additionally, another key part of our strategy is centered around online communication through diverse channels such as social media, email marketing, and external online portals, to name a few. This helps increase our company's visibility and deliver, in an efficient way,  important information to the market, generating brand awareness and consumer demand to buy our products through Cosentino partners.

Share with us a bit about the recently launched C·Top Design program

C·Top Design is our company's value proposition for interior designers. We have created an ecosystem of inspiration, connection, and support throughout the creative and project process for design professionals.

This new program encompasses a wide range of services and benefits, from exclusive rewards and commissions, to support from our specialized team of Design Sales Managers and access to our Cosentino City showrooms, as well as customized digital services and project exposure on social and trade media.

 The program consists of four key pillars:

1. 1. Inspiration: we provide tools and resources to inspire design professionals, such as the Cosentino Inspiration Book, C.Top magazine, design content, case studies, interviews with top designers, project galleries, and more. 
   2. Community: we put our global network of Cosentino Cities, Distribution Centers, and digital platforms at the designer´s disposal. This includes specialized sales services, factory visits, events, and networking. 
   3. Services: catalog of specialized services such as online sample orders, e-commerce, quoting system, 360 project support, VIP visit requests, digital mood board generators, AR tools, and 3D visualizers, among many others.
   4. Visibility: maximize exposure through our online and offline channels including Cosentino.com, social media, and trade publications.

What does C·Top Design represent for Cosentino’s global strategy?

It is a revolution for our company strategy and a means to be closer to design professionals. We have created a wide net of tools and resources to support designers in every step of their project, making their work easier and deepening their relationship with Cosentino.

We are making a heavy investment in this business segment and plan to continue growing and evolving in the coming years. We truly believe that C·Top is the perfect program to embark on this journey together.

Looking ahead, how do you see Cosentino’s relationship with the design community evolving?

With our customer-centric vision, we plan on making C·Top even bigger and better, adapting and evolving to add value. Additionally, we are developing products with designers in mind, creating colors that satisfy their needs and allow them to use high-value sustainable surfaces in every type of project and application. 

This is only the beginning for C·Top and we’re so excited for the future ahead!

Anything else you’d like to add

Digitalization is part of our reality. In the last couple of years, and especially with the onset of COVID, the world has evolved fast and we expect to see a huge evolution in the coming years.

Cosentino is riding this wave of transformation and the creation of the Digital Business Unit is proof of that. It is generating a competitive advantage in our business strategy and making a difference for our clients and partners as well.