COMEX: Right channel, right time, perfect home

For a long time, customer engagement in retail was treated as a one-way street: mass messages, repetitive promotions, and uninspiring customer interactions. But in an industry like paints and coatings, where creativity and inspiration are everything, COMEX realized that every interaction must have a purpose.

We spoke with David Aguilera, CRM Manager at COMEX, to learn how the brand is reimagining customer communication, from large-scale personalization to the use of generative AI to inspire new spaces.

Experiences, not just products

COMEX, part of leading brand PPG in Mexico and Latin America, focuses on conversations that create value, connect emotionally, and reach customers at exactly the right moment, helping customers transform their spaces with confidence.

As the market grows more digital, COMEX stays ahead by focusing on experiences where communication is the bridge to the customer. The goal is to use communication to spark inspiration and guide customers as they bring their ideas to life.

The challenge of making every interaction personal

In Latin America, 71% of consumers expect personalized experiences (Salesforce, 2024).

The challenge is delivering this consistently at scale, where thousands of customers interact across different channels, each with unique needs and expectations. Meeting this demand requires not only technology but also the ability to balance automation with a human touch.

We helped COMEX centralize its strategy around digitalization and tailored communication across multiple channels. This way, they can reach each customer via their preferred channel, with the right message, at the right time.

Seamless omnichannel, start to finish

Customers don’t follow a single path anymore. A journey might start on social media, flow into WhatsApp, pass through the online store, and wrap up in person.

COMEX built a seamless omnichannel journey that follows the customer every step of the way:

• Inspire on social media and guide customers to WhatsApp.
• Support with personalized chats that answer questions and share promotions.
• Convert through in-store or online purchases, followed by engage with post-sale follow-ups via SMS, RCS, or email.

Generative AI: Imagine, preview, paint

Innovation also comes with artificial intelligence. Aguilera envisions a future where generative AI allows a customer to upload a photo of their living room to WhatsApp and see it in different colors or styles.

According to McKinsey, 75% of consumers using AI-driven experiences expect brands to integrate them naturally into their shopping journey. COMEX knows it: AI is not the future, it’s already here.

Results that paint success

The focus on digitalization and omnichannel is already paying off. During Painter’s Month, COMEX created automated flows on WhatsApp, RCS, and SMS, achieving a 60% increase in customer engagement compared to the previous year.

Infobip x COMEX: A partnership for perfect homes and customer journeys

Today, COMEX scales interactions digitally and at mass scale, giving every customer the freedom to choose the channel that works best for them. This has been made possible through their partnership with Infobip, where the integration was smooth and strategic.

With the right tone, channel, and timing, communication becomes more than a message. It becomes a part of customer experience. COMEX moved away from generic promotions and built a strategy focused on conversations that guide, support, and inspire. Working with COMEX, we demonstrate how the right approach to communication creates real connections at scale.

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