Coppel is Mexico's 2nd largest retail group with more than 1.500 stores, 120.000 employees, and a yearly net profit of 15 billion MXN $.

The challenge: a PDF problem

Coppel’s printed catalogs play an important role in the brand’s retail communication strategy - and will continue doing so.

But for years, Coppel relied on PDF-based digital catalogs across several key product categories. And those digital catalogs were time-consuming to produce, difficult to update and delivered limited business impact.

Seeing this, Coppel and 3P Marketing Agency, Coppel’s marketing agency, began searching for an alternative.

The idea was not to replace print, but to unlock the format’s full potential online: adapting the editorial design, product structure and commercial storytelling of the printed catalog into a more intuitive, engaging and conversion-driven online experience.

We needed a solution to allow us to transform a digital catalog into a true shopping experience: customizable, agile, intuitive and results-driven.”

The solution: an automatic process

Coppel wanted to reduce production time, get greater flexibility after publication and improve performance.

They chose iPaper Horizon.

Unlike PDFs, Horizon creates vertical, scrollable catalog experiences using product data and automation. Prices, descriptions, and product information update automatically, while content can still be adjusted manually in seconds.

Horizon allows us to combine the best of two worlds: the catalog is built by experts who understand our users' tastes, needs and shopping moments, with a natural browsing experience for digital consumers.”

Without replacing print, which remains essential to Coppel, they wanted to implement Horizon to transform the digital shopping experience to improve business results and reduce production times using automations.

Not cautious, just calculated

But rather than replacing all PDF-based digital catalogs immediately, Coppel tested Horizon in three product categories:

• Home Improvement
• Home (Starhaus)
• Motorcycles

The goal was to directly compare Horizon’s workflow and business results against their existing PDF workflow.

The results: growth and opportunities

The result was a digital experience that still felt like a catalog, but behaved more like a store: easy to explore, product-focused, interactive and designed to drive business impact.

Averaged across all three categories, Horizon delivered:

• +300% growth in sales attributed to digital catalogs
• 40% lower bounce rate

This demonstrates Horizon catalogs’ ability to connect with broader purchase intentions, trigger exploration within the Coppel ecosystem, and transform catalog affinity into real commercial opportunities.”

Coppel's Home Improvement Horizon catalog also generated more than MXN $52,000 in attributed sales, with 1,370 MXN average basket value, after recording none the previous year.

Why performance improved

According to Coppel, Horizon offers a more engaging and effective shopping experience than static catalogs or regular ecommerce experiences.

Unlike a static catalog or a landing page based only on filters, Horizon gives us the ability to tell a commercial story, prioritize the offer and make it more attractive, explorable and actionable.”

The mobile-optimized, vertical scrolling experience also improved usability and engagement:

“It’s a clear improvement in the browsing experience, especially on mobile, thanks to Horizon's responsive format. It helps sustain navigation within the digital catalog, thereby strengthening the potential to convert into sales.”

Faster production and greater scalability

Horizon also improved operational efficiency. 3P Marketing Agency, Coppel’s marketing agency, can now produce Horizon catalogs in as little as 48 hours.

This gives Coppel a scalable way to create and maintain up-to-date digital catalogs - no matter if the digital catalog is for an impulsive, short-term campaign, or a larger campaign planned months ahead.

Looking ahead

Following the successful test, Coppel plans to migrate more product categories to Horizon.

The results demonstrate that Horizon catalogs can be:

• Created faster than manual PDFs
• More engaging through vertical scrolling and responsive design
• A significant driver of conversions and attributed revenue

Horizon takes the best of the classic, PDF-based catalogs but makes it faster and optimized for digital. For Coppel, that led to great business results.