CEO Insights Magazine

What begins as a passion can often evolve into a powerful professional journey, especially when that passion aligns with a deep understanding of people and their needs. This embraces the story of Jennifer Patton, the Director of Global Sourcing, Coppel, one of Mexico's largest retail and e-Commerce companies. Based in Sinaloa, Mexico, Coppel is an 83-year-old, family-owned department store that now operates more than 1,800 stores in Mexico, 27 stores in Argentina, and is a growing online business. Jennifer's career path, which spans more than two decades, reflects a deep sense of determination and relentless efforts to understand the market and its behavior and needs, as well as the experience of global exposure and working with government sectors. With a sharp eye on global trends, she brings a visionary approach to retail, thanks to her experiences in Mexico, China and Europe. Combining this approach with persistence, adaptability and dynamic leadership, she has built an envious career.

Today, taking Coppel to the future of consumer products sourcing, Jennifer has mastered the art of sourcing all products, from fashion to furniture and electronics, sold on credit to lower-income consumers. Below is an excerpt from CEO Insights' exclusive interview with Jennifer, in which she talks about her journey, success strategies and future. 

What strategies have you implemented to enhance customer retention in an e-Commerce environment?

Our primary focus is on the low-income market segment. Consumers in this segment still prefer visiting physical stores, as they value the ability to see and feel products before making a purchase. As a result, we continue to expand our offline presence by opening new stores, and our business model has proven to be highly successful in this regard. At the same time, we are also experiencing significant growth in our e-Commerce operations, allowing us to strengthen our position across both offline and online channels.

What about team management? What strategies do you utilize to manage your team effectively?

I consistently prioritize creating a positive and supportive working environment, as I believe it is essential for team success. At the same time, I maintain a strong focus on being results-oriented. I am quite flexible in many aspects of work, provided that the expected outcomes are achieved. This approach allows me to balance performance with a healthy and motivating workplace culture.

How do you keep yourself informed about evolving industry trends and innovations?

We regularly review all categories not only within Mexico, the US, and the broader American continent, but also in key international markets such as Asia and Europe. This involves regularly visiting international retail stores and conducting extensive online research to identify emerging trends. Additionally, we engage specialized firms to support us in tracking and analyzing global market developments.

What roadmap have you envisioned for yourself over the next five years?

I am focused on expanding Coppel’s sourcing capabilities across Asia. The goal is to secure more competitive prices and innovative designs for our products, enabling us to offer even better value to our customers. By strengthening our supply chain and diversifying our sourcing partners, we aim to improve product quality and reduce costs, which will help us stay ahead in the competitive retail landscape. Ultimately, our vision is to position Coppel as the leading retailer in Mexico, both offline and online, by continuously enhancing our offerings and customer experience.

What piece of advice would you like to offer to the aspiring leaders in the retail segment?  

I believe in fostering a healthy and effective working environment that prioritizes both performance and employee well-being. Although I am an extremely result-oriented person, I also value flexibility in how those results are achieved. As long as the team delivers on its objectives, I’m a firm believer in creating a happy and supportive workplace that allows individuals to thrive both personally and professionally. 

Jennifer Patton, Director (Global Sourcing), Coppel Corporation

Jennifer is a passionate leader with more than two decades of experience and a significant global exposure. She has been working with Coppel for over eight years, bringing a global perspective and strategic insights to the retail and e-Commerce industry

• Hobbies: Spending time with family, travelling and shopping
• Favorite Book: The Little Prince by Antoine de SaintExupery
• Favorite Travel Destination: Beaches in Mexico
• Favorite Cuisine: Mexican 

Awards & Recognition:
•I’ve done several speeches for different fashion events and government meetings
•Director for China of OMCPL
•Board member of my family business in Mexico of Venture