Raul Filip (Altex), will be joining re:FOCUS on eCommerce, Retail & Logistics 2023 as a speaker

Mihai-Alexandru Cristea 06/02/2023 | 16:34

Raul Filip, Acquisitions Director at Altex Romania, will be joining Business Review’s re:FOCUS on eCommerce, Retail & Logistics 2023 as a speaker in the first panel of the day, titled “The Future of Retail & eCommerce.” To preface the conference dedicated to Romania’s eCommerce, Retail, and Logistics sectors, Business Review sat down with the Altex Director to talk about the company’s latest developments and future plans.


What did 2022 means for Altex both in terms of online and offline sales?

The year 2022 was marked by challenges. In the difficult macroeconomic context from last year, Altex succeed to consolidate its growth through more efficient processes and improved customer experience. Our company managed to attract new customers, consolidate its position as a specialist in the electro-IT sector and develop new categories of products in its portfolio.


What is the ratio of online and offline sales?

At Altex we have the omnichannel approach that provides customers with a relevant and diverse range of products and services available for all channels: online, mobile-app, and offline. Online is about convenience and comfort while offline is about experience, testing the product and asking for the expert’s advice. The share of customers who preferred an online purchase varies depending of the period: season, shopping events, urgency, necessity and convenience.

Hybrid orders are added to the above: book online and pay in the store, order online with delivery in the store, visit the store and purchase online, etc. The omnichannel concept provides customers the maximum flexibility to purchase.


What you have been working for 2023 as development plans?

We will continue to focus on a high-quality shopping experience for our clients, both online and offline. This is our main driver. Also, Altex plans for 2023 to expand its store’s network with 14 new stores, by the end of the year, and modernize some of the existing ones. One of the biggest challenges is to build Altex Marketplace as a modern and innovative shopping solution, following our values and customer experience quality (product quality and origin, selection, services). Moreover, Altex continues its commitment to be an example of environmental protection policies in Romanian retail, by transforming its owned stores and logistic centers into green buildings through photovoltaic panels.

Altex anticipated the development of green energy and invested in expanding green projects. So far, Altex has commissioned over 8000 photovoltaic panels and also a considerable number of electric charging stations.


How did the retail segment evolve in Romania in 2022? What were the main achievements of the company in the last year and what do you expect this year?

We are proud to be the leader of electro-IT in Romania and also one of the main contributors to the collection of electronic and household electric waste. Only last year we managed to collect over 20.000 tons of DEE from our customers.

About 2023, we will face a more mature and sophisticated market with a high level of volatility. Clients’ expectations for quality products and services have increased. Digitization and retail automation will certainly represent a focus. Technology and innovative tools will improve processes and ensure efficiency in operations.


What tools have you used in recent years for maintaining the loyalty of existing customers but also for attracting new clients?

Customer experience is the main loyalty factor. From the first interaction with the brand, website or store, for customers, the entire omnichannel purchase experience, product assortment, availability, promotions, punctuality of delivery, after-sales services like warranty, return, financial services, and the possibility to finance the purchase. The most important thing for retailers is to keep their promise to the customers.



Raul Filip has been coordinating ALTEX Romania’s purchasing, assortment, pricing and promotional policies since 2018, ensuring, together with his 65 team members, ALTEX’s promise to provide customers with access to comfort through technology at the lowest price in Romania.

His vast professional experience is based on the continuous learning gained in senior leadership roles during his 10 years at ALTEX and the retail and electro-IT market knowledge gained as Head of AV Division in Samsung Romania and Electro IT Product Manager Carrefour Romania.

Raul Filip actively contributes to ALTEX’s sustainable growth, constantly developing people and helping them to reach their full potential, using the knowledge gained in the leadership courses he attended at Instituto Internacional San Telmo, inspiring them day by day by applying ALTEX’s values and vision in all activities.

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Mihai-Alexandru Cristea | 12/04/2024 | 17:28
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