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Sustainable Digital Catalog: Albia’s Transformation

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Albia, a leading funeral services company in the Spanish national market, is part of the Santalucía Group. Committed to providing close, respectful, and high-quality care, Albia integrates responsible innovation into its strategy to meet evolving social demands without losing its essence. The digitalization of its catalog is part of this vision, adapting to current customer needs and strengthening its identity as a modern, people-centered company.

The Challenge

Albia faced the challenge of modernizing its funeral products and services catalog to meet the demands of a sector where immediacy, transparency, and sensitivity are paramount. Until then, its offerings were managed through printed materials or inflexible platforms, with high maintenance costs and a decentralized operation that hindered consistent and timely updates across locations.

Advisors, a key element in supporting families, worked with non-integrated tools, resulting in slow processes, duplicated tasks, and reduced service efficiency. Additionally, Albia lacked its digital channel and solutions that accurately reflected its personalized offerings.

In this context, digitizing the catalog was essential to provide a more agile, empathetic experience aligned with its brand identity. At the same time, the project needed to deliver a scalable, sustainable, and competitive solution consistent with its environmental commitment.

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The Approach

To meet these needs, Albia partnered with Avvale to create a digital solution that would reimagine its commercial model from the ground up. The result was a fully integrated platform within Albia’s SAP environment, designed for both advisors and family members to explore services, configure personalized options, and generate real-time offers through an intuitive, web-based interface.

Built on co-creation and empathy, the project included in-depth collaborative sessions to understand the emotional and operational nuances of the funeral service experience. This human-centered approach resulted in a seamless, visually refined interface that simplifies navigation, supports real-time updates, and organizes services by category.

With full SAP FIORI integration, the solution ensures end-to-end data synchronization, real-time traceability, and precise control over each customer interaction. The scalable architecture is designed for continuous improvement, enabling Albia to expand functionality in line with future strategic goals.

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The Impact

Since its launch, the platform has elevated Albia’s commercial process from end to end, improving both the operational efficiency of its advisors and the experience of the families they serve.  Information is now presented in a transparent, organized, and easily digestible format, allowing for faster, more informed decisions during emotionally sensitive times.

The introduction of mobile devices and tablets has allowed for more flexible and personalized service, tailored to each situation. Advisors now enjoy greater autonomy and adaptability, resulting in a more consistent, professional, and uniform level of service across all group locations.

Thanks to real-time content updates, the offerings are always aligned with customer expectations, preventing errors and enhancing process transparency. The elimination of physical catalogs has also led to a substantial reduction in paper, ink, and logistics usage, reinforcing Albia’s environmental commitment.

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