Magazine Luiza automates over 16,000 processes with Pipefy

Magalu’s Design and Branding Studio acts as an internal agency and brand guardian, responsible for all visual and verbal communication.The operational challenge was immense: coordinating the creation and approval of over 3,000 assets monthly to serve 15 business hubs, involving an internal team of 10 people, an external agency with 8 professionals, and over 60 requesters on a daily basis.

Before Pipefy, operations were decentralized and managed in a tool that did not allow the consolidation of information. The team used 8 different boards, which became heavy and difficult to organize. This fragmentation generated constant noise in communication, delays in deliveries, and a total lack of visibility over project status. The biggest bottleneck, however, was at the origin of the demands.

About 47% of the briefings received were incomplete, lacking objectives, clarity, or basic materials to start production. Without the ability to insert mandatory criteria in the previous tool, the team wasted hours on manual tasks and rework just to be able to start a task.

To resolve the informational chaos, Magalu adopted Pipefy as its central marketing platform.

The implementation focused on the total standardization of demand entry through intelligent forms. Now, each requesting area (like E-commerce or CRM) uses specific mandatory fields, ensuring that the briefing arrives complete to the creative team, eliminating unnecessary back-and-forths.

The operation was drastically simplified, going from 8 to only 2 main boards (Creation and Production). This new structure allowed both the internal team and the partner agency to follow the same execution standard. The use of colored labels to indicate the size of the jobs and the creation time brought a visual layer of prioritization that did not exist before.

In addition to standardization, Magalu explored Pipefy’s automation engine to eliminate manual procedures. Cards are automatically moved between phases after specific periods, ensuring workspace cleanliness and process fluidity without human intervention.

Finally, integrating Pipefy with Google Data Studio allowed leadership to extract precise reports, transforming operational data into strategic intelligence.

The workflow transformation allowed Magalu to scale its creative production efficiently. The almost 5-fold increase in the volume of automations in just one semester demonstrates how the team was freed from bureaucratic tasks, like moving cards or updating status, to focus on the quality of the assets.

The impact on productivity was direct: the 16 percentage point reduction in incomplete briefings means that hundreds of campaigns stopped suffering delays due to a lack of information.

With centralized and exportable data, the Studio now proves its value through clear metrics, ensuring visual consistency and agility for one of the largest digital ecosystems in Brazil.

Magazine Luiza (Magalu) is one of the largest retail chains in Brazil, founded in 1959. With more than 1,100 physical stores and a robust e-commerce, the company has built one of the largest digital ecosystems in the country, recognized for constant innovation and its purpose of making consumption accessible to Brazilians.