How Old's Spain reduced support time by 80% with Konvo's AI
Pablo Herrera - Operations Director at Old's Spain
AI resolution rate
Team Members (including, their AI Agent)
Region
Spain & Europe
Industry
Fashion eCommerce
Key features
Konvo AI agent, LiveChat, Product recommendations, Whatsapp integration, automated post-purchase flows
We spoke with Pablo Herrera, Operations Director at OldsSpain, to understand how a fashion brand built over eight years through reinvestment made a bet on AI, and how that decision transformed pre- and post-purchase into a key operational competitive advantage.
Old's Spain at a glance
Old's Spain has spent eight years building a fashion brand that doesn't chase trends, it outlasts them. What started with a few corduroy caps is now a full collection, with iconic products like their waxed jackets, present in over eight countries and with a strong foothold in Spain.
Today they sell across Europe and have made it into El Corte Inglés in Madrid. Carlos and Lucía, its founders, continue to lead the strategy, while day-to-day operations fall on a small but highly capable team.
At the center of it all is Pablo Herrera, Operations Director and the person responsible for keeping everything running daily: support, campaigns, logistics, and suppliers. He joined the team in September 2024, after meeting the founders that same summer while managing a pop-up. The fit was immediate.
We spoke with Pablo to understand how a brand that started at a market, built over eight years through reinvestment, has fully digitized its operations and how the bet on AI has turned pre- and post-purchase into a key competitive advantage.
"We're a small team running a brand that operates in nine markets. There's no room for inefficiency. Every process either works at scale or it becomes a problem."
Pablo Herrera
Operations Director • Old's Spain
The challenge: responding on time isn't a detail. It's what separates a sale from a ticket queue
In fashion eCommerce, customer trust isn't only won at the moment of payment. It's won or lost in what happens after: order status, return deadlines, sizing questions before confirming a purchase. These are conversations that can't wait.
And in online retail, "can't wait" means two minutes. Not two hours.
"If a customer reaches out and we don't respond within the first two minutes, they abandon the purchase. During Christmas or a collection launch, our inquiry volume can multiply by six. We couldn't keep up."
— Pablo Herrera, Operations Director OLD'S Spain
During Christmas 2024, Pablo was spending 80% of his time on support. A year later, with Konvo's AI, that number is 20%, part of his time goes to training the AI agent, the rest to resolving tickets the AI can't yet handle.
Before Konvo, everything was manual. WhatsApp, email, Instagram — each channel separately, every message answered by hand. In quiet periods, it was manageable. During peaks, it was an impossible choice: respond fast or respond well?
A customer asking about a return on day 14, at 7pm on a Friday. A buyer in France with sizing questions at 11pm. Without an immediate response, that inquiry doesn't sit in a queue, it becomes a lost sale, a missed return window, a customer who doesn't come back. The manual model had a ceiling. And Pablo saw it clearly..
The solution: An AI Agent working side by side with the OLD'S team
OLD'S deployed Konvo's AI Agent across two channels, WhatsApp and live chat on their website, creating a 24/7 support layer, trained from day one on brand policies, products, and tone of voice.
The agent doesn't respond with fixed scripts. It understands the context of each conversation, adapts its messaging to the season (Black Friday, sales, capsule launches), and escalates to the human team only when the situation calls for it — with the full conversation history available so Pablo can respond without friction.
The Konvo Agent was deployed with:
Trained knowledge base covering 24h shipping policies, 14-day returns, size guides, and product FAQs
Contextual peak management — the agent updates in real time for Black Friday, sales periods, and collection launches
Live chat + WhatsApp integration as a single centralized support channel
Smart escalation — when the agent can't resolve an issue, it generates an email ticket with the full conversation context
Continuous learning — every knowledge gap becomes an opportunity to improve the knowledge base
"The AI teaches us, and we teach the AI. A question comes in that we'd never considered — not even on our website. The AI surfaces it, we solve it, and that knowledge is there forever."
— Pablo Herrera, Operations Director OLD'S SpAIN
The results: Support that scales without scaling the team
From 80% to 20% — the number that says it all. December 2024: Pablo was spending 80% of his working day managing support tickets. December 2025, with Konvo's AI Agent active: 20%. Same demand volume. A team that didn't grow. An operation that did.
537 tickets in December — handled. The highest demand peak of the year, absorbed without hiring, without collapsing, without losing customers due to slow responses.
Drastic reduction in WhatsApp volume within 1 week Since the live chat launch with product recommendations, inbound WhatsApp tickets dropped immediately. Customers resolve their questions at the point of purchase, before needing to escalate.
0 returns missed due to lack of response. Customers asking about their returns receive an instant reply with the link and deadlines clearly stated — regardless of the time or day.
57%
of conversations resolved by AI without human intervention
Deployed in under 2 weeks
Live chat and WhatsApp active, with the AI Agent trained and operational
The vision: AI doesn't replace closeness, it makes it possible at scale
What started as a solution to a volume problem has become a structural competitive advantage. OLD'S Spain now operates with the response capacity of a large team — while maintaining the personal touch of an independent brand.
The next Black Friday won't require a new hire. It will require updating the knowledge base.
And Pablo, the only fixed operational profile at a fashion brand selling in nine markets with a presence in El Corte Inglés, can dedicate his time to what actually grows the business: new markets, new collections, and continuing to reward the customers who have been with them from the beginning.
"If you're still answering every ticket by hand, you're not just losing time. You're putting a ceiling on your growth. AI doesn't replace the relationship with the customer, it protects it."
Pablo Herrera
Operations Director• Old's Spain
