The customer is the center of Grupo Lamosa’s business strategy, so the company ensures that it leads market trends, offering the best solutions and anticipating new product developments and preferences.
SUSTAINABLE HOUSING
In 2022, Grupo Lamosa promoted the development of new products with sustainable criteria across the portfolio of its different brands, especially in the adhesives sector. One example of this was the launch of OxiMuro, a cement-based powder mortar that can be used as a coating on smooth surfaces exposed to the sun. Thanks to its photo-catalytic properties, it transforms nitrogen oxides (NOx) from the environment into non-polluting compounds, which are then eliminated by rainwater.
The adhesives business has gradually integrated recycled blown glass as a raw material and additive for some of its insulators, using it to create world-class products. Moreover, complementary materials are used in the production processes to reduce cement use, thus decreasing the carbon footprint, and Grupo Lamosa’s adhesives boast UL GREENGUARD certification that recognizes materials, additives and finishes manufactured with low emissions.
All these efforts respond to international standards such as Green Squared from the Tile Council of North America (TCNA) to which Grupo Lamosa remains aligned.
The tile business also maintains its certification from the Porcelain Tile Certification Agency (PTCA) for a number of porcelain products that are manufactured with much less water.
The aforementioned certifications for Grupo Lamosa’s adhesives and tiles help its customers obtain international construction-sector sustainability certifications, such as LEED.
Grupo Lamosa is developing strategies for training and publicizing the benefits of its sustainable products, targeting groups such as the sales force, distributors and final consumers.
DISTRIBUTOR DEVELOPMENT
In addition, Grupo Lamosa has implemented initiatives to co-create prototype products with the network of distributors, enabling an assessment of the feasibility of a given product before it goes on the market. Through the “Obra Blanca Expo” finishings exhibition, the brands of the tile business in Mexico present new products that have been developed, with the objective of receiving feedback and, if necessary, making changes to their characteristics.
Grupo Lamosa also operates a series of programs to improve the capabilities of its distributors. For example, for more than five years, a management skills development program has been offered in partnership with the Pan-American Institute of Senior Business Management (IPADE) with the direct participation of Grupo Lamosa’s CEO and members of the management team. The program is mainly aimed at family businesses.
Some of the most important topics addressed in the sessions are: the company and its environment, profitability and resource efficiency, relations with suppliers and distribution channels, family businesses, commercial strategy, leadership and decision-making, the political environment, and innovation and strategy in the face of adversity.
CUSTOMER EXPERIENCE
Different initiatives are being implemented to bring the company closer to final consumers and understand their needs. One of them is the development of the Lamosa App for the tile business, which uses augmented reality to enable customers and potential customers to visualize and interact with the company’s different floor options.
Efforts are also being made in the area of online purchasing, with some specific products already available online, while the company is strengthening its customer service capabilities in digital channels such as social networks.
Finally, Grupo Lamosa carries out an annual brand perception study to find out how it is positioned compared to its competitors. The process consists of a digital and physical consultation with people who intend to purchase ceramic items or who have purchased one in the last twelve months. The exercise helps the company to identify main purchase motivators in order to improve communication strategies aimed at the final consumer.
INFORMATION PRIVACY AND SECURITY
GRI 3-3, 418-1; SASB CG-MR-230A.1
Grupo Lamosa has a Corporate Policy on Information Security, Security Risk Management and Confidentiality, which establishes guidelines to ensure the correct use of information related to both customers and company assets.
The information protection strategy is based on the recommendations of the ISO 27000 standard, using three fundamental pillars: personnel, technology and processes. Grupo Lamosa has a preventive approach, where possible associated risks are analyzed and managed in conjunction with the Information Security Committee.
In 2022, internal staff awareness campaigns were strengthened through the Information Security Program with monthly simulated phishing tests and diverse technological measures, such as web content filters, authentication processes, and electronic devices protected against computer viruses.
Grupo Lamosa will continue to provide ongoing training for specialized and non-specialized personnel. No claim for the violation of personal data was registered in 2022.