How Magazine Luiza creates 3 thousand Marketing assets per month with Pipefy
Magazine Luiza, Magalu
More than 1,100 stores spread over 819 Brazilian cities; this is Magazine Luiza’s logistics network. Magazine Luiza’s story, or simply Magalu, began in Franca, a Brazilian city located in the interior of the federal state of São Paulo, in 1959, and has since reached increasingly surprising numbers.
In 2002, the chain earned its first billion (in Brazilian currency, reais) from sales in physical stores. In 2012, Magazine Luiza reached their first billion in e-commerce. Magalu’s marketplace reached the same figure after 2 years since it started to operate in 2019, creating one of Brazil’s largest digital ecosystems in Brazil.
Driven by inclusion and accessibility to once restricted products, Magazine Luiza has become a dear and admired brand by many Brazilians.
Present in 21
Brazilian states
17 distribution
centers
Over 15,000 sellers
on the Marketplace
Malha Luiza (highway network) and Logbee:
2500 truckers for logistics
Challenges
Magalu’s Design and Branding Studio creates and approves more than 3 thousand assets every month
A partner agency is responsible for 85% of the operation, creating and unfolding the assets
The Studio supports 15 Magalu’s business areas, dealing with a total of 62 people
Delays in delivery were frequent due to poor communication and tasks’ decentralization
47% of briefings had missing information that blocked tasks
We found out that 47% of the briefings we were receiving did not provide all the details we needed to start the work. Usually, they lacked goals, clarity, materials, and copy.”
In 2018, the company started Magalu’s Design and Branding Studio to take care of its visual and verbal communication, an internal agency to manage all content and the brand. “Our studio is responsible for the creative ideas, campaigns management, and activation. From the store to digital, we are the final responsible, Magalu’s branding guardians”, explains Thiago Sieiro, Magalu's Brand Designer.
Their goal is to connect customers to the Magalu style, the brand’s purpose and values while functioning as a branding guardian. The Studio also evaluates and approves the assets that come from suppliers.
Partnering with an external agency is decisive for managing, creating content, and running more than the 3 thousand media assets delivered every month.
“We have a team of 10 people, plus 8 professionals at the external agency to support 15 of the company's main businesses and strategic centers. Altogether, 62 people contact our team daily”, says Sieiro.
The Studio handles centers such as Multichannel Marketing, E-commerce, Social Networks, and Marketplace.
Given this scenario, the Design and Branding Studio’s great challenge was to centralize operations in a single management tool.
Sieiro says that, in 2019, the marketing team used a management tool that did not centralize all the information and activities. They used 8 different boards to make the operation possible, making it difficult to keep the processes organized. This occurred because that software did not support the board size they needed, so they split them into various boards.
Besides, it was hard to customize briefings and start asset production, which led to poor communication and misunderstandings about instructions. Consequently, the team spent a lot of time answering questions about assets and ended up delayed on several parts of the process.
It was also difficult to define a strategic plan, what to do, how to do it, and, mainly, strategic next steps.
The lack of standardization was also a problem. On the platform the Studio was using, they couldn’t insert mandatory criteria for each briefing.
“We found out that 47% of the briefings we were receiving did not provide all the details we needed to start the work”, says Lucas Moreira, Magalu’s Web Designer Leader. “Usually, they lacked goals, clarity, materials, and copy.”
Solution
Briefing standardization, creating forms and using mandatory fields
Briefings and requests centralization
Manual procedures automation
Rework elimination
With Pipefy, they are automatically moved after a specified period, which helps to clean the work area and allows the team to not worry about moving the cards manually.”
Studio Magalu’s team identified those problems after a 40-hour immersion to map the department’s communication flows. They have realized they were missing a complete and uncomplicated tool to centralize workflows. That is when they found Pipefy.
Pipefy Marketing was different because it allowed complex processes’ management such as those of Magalu's size.
“The first thing that impressed us was related to briefing,” says Moreira. “We needed specific information from each center to start producing their assets. B2B is different from CRM and E-commerce, for example. With Pipefy, we were able to create a flow of forms and mandatory fields, such as asset’s format, category, and goals.”
Among the features that have helped transform Magalu’s marketing work management are Pipefy’s Marketing Request forms. Used cleverly by Magalu's team, they also involve the entire flow of orders, processes, and deliveries for the design and execution of campaigns.
They now could collect briefings and requests through a single tool to streamline the process. Thus, the solution developed by Pipefy eliminated rework and the lack of standardization. Every requester who sends a briefing needs to fill in all the information regarding the request, which improves productivity and assertiveness.
Besides, Pipefy’s solution automated several tasks. According to Moreira, many request cards were opened and then forgotten, never making it to the “completed” phase. “With Pipefy, they are automatically moved after a specified period, which helps to clean the work area and allows the team to not worry about moving the cards manually.”
Labeling requests sizes and expected time to conclude them using colors also helped the team prioritize deliveries and flows, becoming more organized.
Therefore, not only does the Studio’s internal team easily sends and monitors requests, but the supplying agency follows Magalu’s standards and important steps when carrying out their tasks.
Results
Board reduction from 8 to 2
Organized information to extract reports
Incomplete briefings decreased from 47% to 31%
5 times increase in automated processes per semester
With Pipefy, we can create custom projects and fields, organize teams, workflows, and collect all the information to export and create reports.”
One of the main Pipefy Marketing advantages is its ability to integrate with other applications and connect to other processes without technical assistance. The previous tool Magalu’s team used did not provide this kind of integration.
This way, the process was streamlined from 8 boards in the other tool to 2 within Pipefy. “Instead of each center having its own board, we thought it would be more logical to divide the creation from the production flow,” says Sieiro.
Regarding briefings, Magalu's Design and Branding Studio managed to reduce incomplete ones from 47% to 31%.
“This means a lot for us,” Moreira adds. “Before Pipefy, almost half of our 3,000 monthly campaigns were delayed or went through rework. Now, we only bring up doubts and concerns on 31% of them, and we are getting better and better”.
Besides, the automation Pipefy provides helps to improve processes. In the first semester of 2020, they were using 3,800 automated actions, while in the second semester, this number rose to 16,400 automation. That means more efficiency.
Another crucial change for Magalu’s Marketing team was keeping information organized on the Pipefy platform to extract reports. Before implementing the process within Pipefy, they did not monitor their metrics because that would mean migrating a lot of information to various platforms.
“Decoupling the data is easy; what is hard is to gather and extract it,” Moreira says. “With Pipefy, we can create custom projects and fields, organize teams, workflows, and collect all the information to export and create reports.”
Magalu's marketing team wants to expand Pipefy's usage to other departments and boost efficiency and communication in other operation types. Pipefy also has solutions for Human Resources, Finance, and Customer Success departments.
