Putting the Customer First: Grupo Comercial Control’s Journey with Publitas
Location: Mexico
Industry: Supermarket / Department Store
Grupo Comercial Control operates Tiendas Del Sol and Woolworth stores in Mexico and has a presence in more than 68 cities across the country. Operating across multiple markets, the company has consistently invested in strategies that put the customer at the center of its business.
In 2022, Grupo partnered with Publitas to take its digital catalogs to the next level – with the clear goal of increasing efficiency, lowering campaign costs, and delivering measurable impact.
Challenge
With their former solution, campaigns generated reach but came at too high a cost. The marketing team needed a more efficient way to engage customers, ensure budgets stretched further, and maximize the impact of their digital catalogs.
Antonio Pedrazzini, Marketing Digital Manager, during the Publitas event about the importance of audiences.
Solution
By adopting Publitas, the client gained access to a customer-focused, automated, and scalable platform. This gave them:
- Reduction in costs per open by more than 50% vs the prior solution
- Full integration with e-commerce (SKUs automatically tagged and linked to PDP)
- Traceability of traffic sources
- Reliable reports on catalog performance
- Possibility of investing in different media to centralize audiences in brochure readings
- Custom developments with geolocation for catalog to be displayed by city, depending on campaigns
Results
In just one year with Publitas, the client achieved:
- Reduction in costs per open by more than 50% vs the prior solution
- Full integration with e-commerce (SKUs automatically tagged and linked to PDP)
- Traceability of traffic sources
- Reliable reports on catalog performance
- Possibility of investing in different media to centralize audiences in brochure readings
- Custom developments with geolocation for catalog to be displayed by city, depending on campaigns
“At the core of everything we do is the client. They are the center, the unique reality, and the universe of metrics that exist. Everything must always be thought of with the client’s benefit in mind. Having this available in the tool is fantastic, and we’ve already been shown how it can be used universally.”
Where the old solution delivered volume at a higher cost, Publitas delivered lower costs, stronger engagement, and measurable ROI to Grupo Comercial Control.
If you think your company can benefit from similar customer solutions please contact our Enterprise Team.
