Grupo Falabella offers fast, convenient order support with Agentforce.

A huge range of possible customer service scenarios complicated support.

Whether a customer in Latin America wants to spruce up their summer wardrobe, refresh their kitchen appliances, or buy ingredients for the perfect family dinner, Grupo Falabella has them covered. As one of Latin America's most trusted retailers, their multispecialist stores, Sodimac home improvement centers, Tottus supermarkets, Banco Falabella financial services branches, and Mallplaza shopping centers serve over 36 million customers across seven countries.

As online sales rose 17% and digital sales continued to climb, the number of customer service inquiries coming in via phone and WhatsApp increased as well. To reduce call volume, Grupo Falabella introduced a chatbot within WhatsApp to handle common questions. But while more than 80% of customers use WhatsApp daily for general purposes, only half chose it for support — and many who did still had to call in because the chatbot couldn’t address complex requests.

Reducing call volumes was only part of the challenge. Meeting the needs of a growing customer base also meant preparing service teams to handle the wide variety of questions that came their way.

“Returning a refrigerator or a TV is different from returning a T-shirt, or a carton of milk,” said Daniel Arancibia, Grupo Falabella’s E-commerce Services & Product Corporate Executive Director. “There are a lot of processes, definitions, and policies around what you can return, when, and how depending on the product. And solutions are different in every country. Training a human being to really understand what to do in every single situation is extremely difficult.”

Despite these service complexities, Grupo Falabella sees their variety as a strategic advantage. The depth and breadth of their offerings give them a unique opportunity to become their customers’ go-to destination for the products that make life simpler. With more insight into where customers shop across categories, Grupo Falabella knew they’d be able to increase brand loyalty and make their stores the go-to destination for those kinds of purchases.

To realize that opportunity, Grupo Falabella needed a better way to serve customers across channels and time zones — and a smarter way to connect the dots across their vast ecosystem.

The deeply unified Salesforce Platform delivers a unified data foundation “gold mine.”

Grupo Falabella aims to be customers’ go-to destination for the products that make life simpler — whether that’s a new couch or fresh groceries. The deeply unified Salesforce Platform is helping them get there with full visibility into how customers shop and the tools to turn that insight into greater loyalty, stronger relevance, and more reasons to keep shopping.

Marketing Cloud is the backbone of their customer-centric experiences, powering multichannel campaigns across WhatsApp, SMS, email, and loyalty programs. By personalizing messages like targeted discounts or cross-brand promotions to individual customers, Grupo Falabella makes every communication more effective at driving sales and deepening loyalty.

“With Salesforce, we’re more efficient with our customer communication. We’re able to send targeted messages to customers, and those messages are more effective thanks to rich information,” said Gustavo Lopez, Grupo Falabella’s Tech Manager for Customer and Seller CRM. “That directly improves the efficiency and cost of our customer contact.”

Once a purchase is made, Service Cloud steps in to help service teams deliver responsive, high-quality support — from billing and returns to delivery tracking and account updates across seven countries. Integrated with Agentforce, every conversation, whether automated or live, is captured and summarized in Service Cloud. Service reps draw on this full history to deliver personalized help, while audit and quality teams use it to pinpoint areas for improvement.

Grupo Falabella also relies on Sales Cloud to handle their B2C operations, like managing customer accounts, orders, and payments. At the same time, the company has built deep integrations to their identity, ERP, and logistics systems using APIs and middleware. All of these systems connect into Salesforce, creating what the company calls its “gold mine”: a unified data foundation that gives teams a complete, 360-degree view of every customer.

Each part of the Salesforce Platform helps Grupo Falabella identify high-value customers, segment them effectively, and deliver the right value at the right time. Omni-channel flows in Salesforce route cases, escalate issues, and send proactive updates, keeping customers informed and engaged.

These connected, relevant experiences keep customers coming back — and buying more across categories.

“What I value most about Salesforce is that it helps us build a unified, seamless customer experience in one place,” said Lopez.

Unlike other platforms, Salesforce didn’t just slot into the business — it fit perfectly into Grupo Falabella’s broader digital architecture. “Salesforce, with its experience and capabilities, has allowed us to move quickly in developing customer contact and relationship management, both qualitatively and quantitatively,” said Lopez. “One of the first things we’ve noticed is the ability to integrate Salesforce with its world-class capabilities into our tech ecosystem. The second thing is customer insight. It has significantly reduced the effort needed to understand the customer in a complete and concrete way.”

At the heart of this seamless experience is Agentforce, which Grupo Falabella selected for its ability to provide customizable support around the clock. Agentforce’s low-code and no-code tools let the team build and deploy quickly, then iterate and expand capabilities with ease.

Another differentiator for Salesforce was their shared approach to values. Grupo Falabella builds trust through transparency, honesty, and accountability — principles that shape every customer interaction. The Salesforce Trust Layer was a major draw because Grupo Falabella knew their customer data would be protected to the highest standards.

At its core, this partnership isn’t just about technology — it’s about helping Grupo Falabella deliver on their mission to make life simpler and more enjoyable for their customers. By focusing on what truly matters, they’re creating experiences that add value, reduce friction, and help people spend more time doing what they love.