The customer is the center of Grupo Lamosa’s business strategy. To ensure a product portfolio aligned with market needs, the company has implemented a robust process involving areas such as Marketing, Sales, Product Development and Industrial Management across its businesses. Strategic product committees also participate.
Through its brand managers in different countries, the company identifies key trends in formats, designs, colors and textures, and conducts sales analyses by product type and distribution channel. Subsequently, prototypes are developed, validated in collaboration with major distributors to assess their feasibility before launch, and then sent to the production plant for industrial production.
Grupo Lamosa takes part in the most prestigious industry fairs and exhibitions. Every year, in March, it participates in CEVISAMA in Spain and REVESTIR in Brazil. Additionally, in April, it takes part in the COVERINGS fair in the United States. In September, the company attends the CERSAIE fair in Italy, one of the sector’s flagship events showcasing the best ceramic products. Finally, it is at the EXPO OBRA BLANCA held in Mexico City in October that the Tile Business presents its new products.
Through its brand managers in different countries, the company identifies key trends in formats, designs, colors and textures, and conducts sales analyses by product type and distribution channel.
PRODUCT DEVELOPMENT PROCESS IN THE TILE BUSINESS
1.
MARKET DIAGNOSIS AND UNDERSTANDING
2.
PROTOTYPE DEVELOPMENT AND VALIDATION WITH CUSTOMERS
3.
PRODUCT INDUSTRIALIZATION
4.
PRESENTATION OF NEW PRODUCTS AT EXHIBITIONS AND FAIRS
SUSTAINABLE HOUSING
SASB CG-BF-410A.1
Grupo Lamosa has made a great effort to develop products with sustainable criteria.
Since 2019, without compromising quality, the Tile Busines has implemented strategies to reduce the thickness of a number of its tiles, which has a significant impact on reducing fuel, energy and water consumption in production and distribution. Additionally, the company is exploring the use of water-based colorants in diverse enamels, in order to replace traditional solvents. As a result of these efforts and in recognition of their good practices and efficiency in production, the Monterrey and San Luis Potosí Plants in Mexico boast GREEN SQUARED certification, awarded by the Tile Council of North America (TCNA).
The Adhesives Business has developed products that help improve air quality. An example is the OxiMuro powder mortar, used as a coating on smooth surfaces exposed to sunlight. Because of its photocatalytic properties, it can transform nitrogen oxides (NOx) into non-polluting compounds.
Furthermore, complementary materials are used to reduce the use of cement, which in turn decreases the carbon footprint. Also noteworthy are products, such as the company’s waterproofing agents and stuccos, that comply with Mexican thermal insulation standards, such as NOM-018-ENER-2011.
Some of Grupo Lamosa’s adhesive products, especially those used for installing tiles, have UL GREENGUARD certification, which recognizes materials, additives and finishes produced with low overall emissions and optimal levels of volatile organic compound release. Nevertheless, all the company’s adhesives are produced taking into account the recommendations of this certification, ensuring their safety.
Finally, the Insulating and Lightening Materials Business produces much of its polystyrene from recycled materials.
These features can contribute to Grupo Lamosa customers obtaining international sustainability certifications in the construction sector, such as LEED at its different accreditation levels.
The company will continue to develop strategies to communicate the sustainable characteristics of its products to its different stakeholders, including the sales force, distributors and end consumers.
This year, Home Depot recognized Grupo Lamosa as its 2023 Supplier of the Year in the Hardlines category, for its commitment to its customers.
The Lamosa team receiving home depot’s 2023 supplier of the year award in the hardlines category.
DISTRIBUTOR SATISFACTION AND DEVELOPMENT
GRI 3-3
A fundamental element for the sustainability of the business is its network of distributors, through which commercial relationships are established and products promoted.
To ensure customer satisfaction, Grupo Lamosa conducts a satisfaction survey twice a year where distributors of the Porcelanite, Lamosa and Firenze brands evaluate the company’s performance in aspects such as: inventory and delivery; displays; sales force capacity; and product training. The survey results help to identify areas of opportunity and develop response plans to improve service quality. Similar processes are carried out for the other brands of the Tile and Adhesives Businesses.
Moreover, since 2013 Grupo Lamosa has been offering a Management Competencies Development Program aimed at strengthening distributor competencies. In partnership with recognized business and management schools, it also offers family businesses training programs on topics such as: supplier relations, business management, commercial strategies, leadership, and decision making, innovation and corporate resilience.
CUSTOMER EXPERIENCE AND SAFETY
GRI 3-3; SASB CG-BF-250a.1, RT-CH-410b.2
During 2023, several projects were launched to improve the shopping experience for both end consumers and construction professionals. Important among these was the Adhesives Business’s introduction of a tile installation service, supported by the renowned brand Perdura.
The Lamosa brand has an Augmented Reality (AR) app that enables customers to visualize 3D models of their spaces according to their specific requirements and measurements. Additionally, during the year, Cerámica San Lorenzo and Coordillera implemented a virtual environment simulator that enables customers to upload a real photo of an area to be remodeled and experiment with different types of tiles.
The company is currently exploring complementary tools supported by artificial intelligence so that customers can customize and even obtain visual design suggestions according to their particular preferences. These initiatives contribute to Grupo Lamosa’s omnichannel strategy.
Customer service has also been strengthened with Grupo Lamosa’s official social media networks, which serve to address users’ doubts, suggestions and comments.
Every year, the company conducts a perception study in Mexico for the Lamosa, Porcelanite and Firenze brands, to evaluate their position compared to the competitors in the sector. During the process, aspects such as product variety and accessibility, safety, price-quality ratio, the aspirational aspect, warranty and recommendations are evaluated through digital and physical consultations with people intending to purchase ceramic tiles and those who have made a purchase in the last twelve months. This initiative serves to identify the main factors influencing the purchase decision, as well as weaknesses in all aspects of the service supplied.
Finally, product safety is guaranteed through exhaustive analyses of the materials used, in accordance with Grupo Lamosa’s operational model and quality standards. In order to prevent accidents, each adhesive product is sold with a technical data sheet that provides detailed instructions for use. Additionally, all products comply with volatile organic compound (VOC) content standards. With regard to tiles, antifungal and antibacterial components have been incorporated into some Cerámica San Lorenzo products, contributing to customers’ health and safety.
INFORMATION PRIVACY AND SECURITY
GRI 3-3
Grupo Lamosa has a Corporate Information Security, Security Risk Management and Confidentiality Policy, which establishes the guidelines required to ensure the correct use of information related to both customers and company assets.
The company’s information protection strategy is based on the recommendations of the ISO 27000 standard, grounded in three pillars: personnel, technology and processes. Grupo Lamosa operates with a preventive approach, where potential risks are analyzed and mitigated in conjunction with the Information Security Committee.
Regarding software security, since 2021 the controls implemented have been transferred to the NIST international cybersecurity framework, especially in the production plants as a result of ongoing business digitization. In this way, the organization’s critical assets are protected and response plans can be created in the case of any eventuality.
Furthermore, training sessions are conducted for employees through the Information Security Program. Every month, the company performs simulated phishing tests and has implemented a range of technological measures, including web content filters, authentication processes and virus protection. Grupo Lamosa will continue its efforts with ongoing training for both specialized and non-specialized personnel. It is important to note that, in 2023, there were no reports of data breaches or compromised information.