Personalized experiences: new ways to understand the consumer

One of the strategic components of the relationship between client and brand is the digital experience. It is not enough that it be satisfactory. It must also be differentiating and personalized to avoid frustrations during the consumer purchasing process.

More than 81% of companies expect to compete largely or entirely based on  customer experience . This, in order to create authentic and valuable connections for users  according to a study carried out by Gartner.

In fact, one in three  customers  express frustration with a  brand  in basic aspects such as not recognizing them as a frequent consumer  or having sent them offers for products they had previously purchased.

Brands must evolve and  generate connections  and interactions with users. In this way, lasting relationships can be built in which they feel that they generate value.

Experiential communications: the success story of Grupo Familia

They transformed the focus of their portfolio promotion strategies by changing the way they display their products from the start of the business. Its objective, more than promoting sales, was to transfer knowledge and educate its consumers on responsible purchasing, physical and emotional well-being, and the correct use of hygiene and disinfection products to mitigate the spread of the virus. As a result, in record time, they created the channel to be present in the most restrictive moments of the pandemic.

“We have learned that personalization is magical when we are able to respond to the needs of our most segmented communities and even to specific people directly. This is how we have managed to create links between customers and our brands”, says Lucas López, vice president of marketing for Grupo Familia.

Key points of your digital communications

  • Two-way communication with consumers

Through their  online platforms , social networks and website, they develop   brand  strategies  that generate value and memorable experiences  for their communities.

His goal is to have direct interactions with the audience to understand what their pains, feelings and motivations are. In this way they achieve recommendation, recall and connection with brands from emotions.

  • Active listening

Along this path, they have more clearly identified the interests and concerns that their audiences have regarding social, environmental, well-being and mental health issues. In response to the opinions of their consumers, they created different initiatives, including:


Loving  the Planet,  in which women were invited to participate in the planting of more than 1,000 trees in the Amazon.


They made an  alliance with  WorldVision  to deliver 60,000 feminine hygiene products to girls and young people from the most vulnerable strata, so that they do not have limitations in their daily lives, can attend their schools and enjoy their leisure time.


They created  free consultation spaces   with health specialists to accompany and advise their consumers during the pandemic.

  • Communications within the organization

The key to the success of  external digital experiences  is to implement them for internal audiences as well. For this reason, it is important that  employees  are aligned with the purpose of the  company  , the business objectives and the shared vision.

  • Omnipresence and multichannel strategies

One of the differentiators of  Grupo Familia is that its  brands  offer  ubiquitous experiences  in any channel that the user looks for. To do this, they develop online navigation with a   clear, easy and fast onboarding .

An example is  Íntima wear , which has as an added value the freedom, security and confidence it provides in its sales channels  , where they provide personalized advice and educate their consumers in an exclusive digital space for this solution.

  • Receive and take action on customer feedback

Data creates value for  consumers . For this reason, Grupo Familia optimizes  communications  to understand its communities, not in a massive way but in a personalized way, and thus they have managed to connect with more than 80 million people, focusing on their tastes, needs, and lifestyles.

One of the greatest lessons learned by Grupo Familia was understanding that its customer relationship points do not function as isolated entities, but must be interconnected to improve the digital experience. One example is the free clinics of the Nosotras brand, which have now been extended to other brands such as Pequeñín, so that parents also receive advice in their day-to-day lives.
Source:  Lucas López, vice president of marketing for
Grupo Familia.



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