At Cultura, digital is not a project of rupture. It is a natural extension of what the brand has been advocating since its inception: proximity, advice and emotion around cultural products.
The e-commerce site, launched in 2005, is now based on Magento, a platform that allows the brand to manage a rich offer, connected to store stocks and adapted to the specificities of each product universe. But more than the tool, it is the philosophy that counts: e-commerce has never been thought as an isolated channel. It is part of a service dynamic, to the benefit of the client.
Culture’s e-commerce strategy reflects a desire to preserve the diversity of experiences. The online route is not modelled on that of the point of sale. It completes, extends — and sometimes even fades to make way for the human bond.
“The digital experience must remain consistent with our values, but without trying to standardize everything,” says Agnieszka. “We want the customer to find our world, but not copy and paste what’s happening in store.”
By focusing on a useful, fluid and integrated e-commerce, Cultura demonstrates that it is possible to make digital a lever for loyalty, not just conversion.
At Cultura, customer data isn’t a pretext for hyper-targeting. It’s used to understand, guide, and offer value — not to push aggressively.
The approach is clear: suggest, don’t impose. Recommend intelligently, without being intrusive. Data is there to create value, not generate noise.
But data use goes beyond digital channels. It’s also put to work for in-store teams, thanks to two complementary tools:
Together, these tools align headquarters and field teams by giving each the right information at the right time. Data becomes a tool for coordination, operational focus, and local activation, as much as a lever for understanding customers.
At Cultura, technology doesn’t replace human connection — it supports it, so it can be more precise, more fluid, and more in line with the brand’s values.
Culture’s approach demonstrates that a strong physical network is not a brake on digitalization. It’s even the opposite: when digital is at the service of customer experience and teams, it becomes a strategic accelerator.
To make this ambition possible, Cultura relies on a robust technical backbone. The e-commerce site, developed on Magento, allows a smooth and consistent management of supply, stocks and customer journeys. The ASM tool structures the commercial animation at local level, in connection with digital campaigns and the specificities of each point of sale.
It’s not the technology that makes the difference, but how it serves a mission: to make culture accessible, human and fluid—everywhere.
To go further, check out the full episode with Agnieszka Simon-Levy-Tovic:
