Initial monthly sales
Real Case Study | Repuestos Total
From Q28,000 to Q100,000 monthly: digital channel recovery at Repuestos Total.
How restructuring customer service, payments, CRM, logistics, and paid media converted a weak digital channel into a functional commercial operation.
Subsequent monthly sales
Approximate monthly growth
Time to initial impact
Repuestos Total is a motorcycle spare parts and accessories company, with a value proposition focused on branded products and high-quality, cost-effective alternatives to expensive original spare parts.
During the pandemic, the digital channel reached monthly sales between Q60,000 and Q80,000. The initial assumption was that the channel was fully developed. However, once physical stores resumed normal operations, digital sales dropped to approximately Q28,000 monthly.
Problem
There was demand, but not an operation built to convert it.
The channel generated over 5,000 monthly leads, with an approximate mix of 80% organic and 20% paid media. Nearly 30% of those leads were qualified prospects. Even so, the operation averaged only 56 monthly sales with an average ticket of Q500.
Campaigns were focused on follower growth and engagement, not sales or high-quality leads. There was no CRM, follow-up was weak, customer service was inconsistent, appropriate payment methods were missing, and inventory was organized mainly for physical retail stores.
Monthly leads
Approximate qualified leads
Initial monthly sales
Initial average ticket
Organic vs. paid leads
Approximate monthly budget
The problem wasn't generating more leads. The problem was converting digital interest into a commercial operation capable of selling, collecting payment, dispatching, and following up.
Diagnosis
The channel needed to move from social media to a commercial system.
The issue was not a lack of demand. Digital demand existed, but it failed at the key points of conversion: response time, qualification, follow-up, payment methods, the buying process, inventory availability, dispatch, delivery, sales tracking, and team accountability.
Repuestos Total did not just need more campaigns. It needed to turn the digital channel into a complete, end-to-end commercial operation.
Strategy
Redesigning the digital channel as a revenue operation.
The strategy shifted marketing objectives from engagement and community growth to sales, qualified leads, and conversion. Additionally, customer service protocols were redesigned, digital payment methods were enabled, a CRM was introduced, and paid media was restructured to improve lead quality.
The focus was to align marketing, sales, warehouse, finance, and vendors around a single goal: converting digital demand into measurable revenue.
Before
- Campaigns focused on followers and engagement.
- No CRM and zero traceability of follow-ups.
- Inconsistent service and low sales discipline.
- Limited payment methods for digital sales.
- Warehouse and inventory designed for physical retail.
- Low conversion rates despite a high volume of leads.
After
- Objectives aligned with sales and qualified leads.
- CRM integration, logging, and sales follow-up.
- Standard customer service protocols for digital buying.
- Digital payment methods enabled.
- Warehouse and fulfillment aligned with the channel.
- Coordination among marketing, sales, finance, and ops.
Execution
The solution went far beyond marketing.
The work began with an audit of the channel, customer pain points, the current plan, and actual outcomes. Based on that diagnosis, changes were implemented across customer service, follow-up, payments, CRM, campaigns, and internal operations.
The team was strengthened by coordinating marketing, design, and two dedicated digital sales representatives. Guillermo led the restructuring and alignment between marketing, sales, warehouse, finance, internal audit, and providers.
1
Channel Audit
2
Goal Redesign
3
Service Protocols
4
Payment Methods
5
CRM & Follow-up
6
Warehouse & Delivery
7
Quality-Oriented Ads
8
Commercial Results
Result
The channel grew from Q28,000 to Q100,000 monthly in one month.
This represented an approximate growth of +257%, which is reported at the executive level as +260% in digital sales. Although full implementation was gradual, the initial impact came from correcting critical bottlenecks: customer service, warehouse logistics, product delivery, payment methods, lead quality, and sales follow-up.
Guillermo's Role
Connecting commercial strategy, marketing, and operations.
Guillermo led the audit, target definition, redesign of customer service protocols, CRM implementation, coordination with the digital team, restructuring of the warehouse and delivery processes, and the internal and external negotiations required to enable digital payments.
His role was to connect commercial strategy, marketing, customer service, finance, logistics, and vendors into a functional digital sales system.
Leadership Insight
Digital sales is not a campaign. It is a complete commercial operation.
A digital channel does not succeed simply because a website, a social media page, or active ads exist. To sell consistently, it requires commercial culture, operational structure, payment methods, logistics, follow-up, and accountability.