Grupo Familia: An Omnichannel Platform
Description: Grupo Familia, the LATAM branch of the Swedish company Essity, has enhanced well-being and quality of life through its range of products for incontinence, baby care, feminine hygiene, and consumer tissue for 60 years. It has become one of the most trusted and well-known companies in South America and the Caribbean, thanks to its development and innovation of brands such as Familia, Nosotras, and Pequeñín, among others. The challenge: To define, design, and implement a comprehensive, flexible, and scalable omnichannel architecture that can accommodate various brands and functions. We addressed a wide array of resources, including educational materials, interactive platforms, and entertainment campaign systems; developed innovative websites tailored to customer expectations; and established virtual care courses, loyalty initiatives, and rewards catalogs, among others. The solution: Pragma opted to build an omnichannel architecture utilizing AWS cloud services. Key elements of this architecture included both relational and non-relational databases, containerization (EKS and ECS) and serverless technologies as the foundation for business logic, and micro frontends as a design pattern for user experience. Contentful was selected as the headless content management system to provide a cohesive user experience and digital services across all countries where Grupo Familia operates. The outcome: A unified technological framework that guarantees a consistent user experience across the company’s websites and channels, addressing both commercial and technical challenges. This has resulted in faster implementation of digital initiatives. The new architecture has facilitated the agile development of new digital assets, delivering incremental value to brands and consumers. Customer loyalty has risen, as seen by the enrollment of over 47,000 individuals in the Pequeñin Club across four Latin American countries and the establishment of a Pequeñin Loyalty program. Additionally, there is a Nosotras community in ten Latin American countries.