Cencosud Media begins operations in Brazil and achieves presence in five Latin American countries

• Cencosud's Retail Media business unit already covers the markets of Chile, Colombia, Argentina, and Peru, giving brands the ability to complement their mass marketing campaigns with a 360° strategy, analytical vision, and artificial intelligence.

Santiago, August 21, 2023.- Cencosud Media, Cencosud's Retail Media business unit, officially started operations in Brazil, betting strongly on regional presence as the main differential to continue promoting attractive marketing strategies for brands, using Cencosud's 360° ecosystem -physical and digital- along with the creation of high-value audiences to impact customers with communication that fits their interests and achieves an effective reach in marketing campaigns.

Cencosud Media already covers the markets of Chile, Colombia, Argentina, Peru, and now Brazil, giving brands the opportunity to complement their mass marketing campaigns with a 360° strategy, analytical vision, and artificial intelligence.

The manager of Advanced Analytics, Loyalty and Cencosud Media at Cencosud, Nicolás Montero, commented that "with this new launch we reach presence in all Latin American countries where Cencosud has operations. Being one of the largest retailers in the region allows us to know our customers and guide brands to achieve effective marketing strategies hand in hand with the growing Cencosud ecosystem”.

Retail Media is a trend that is growing strongly and, according to market intelligence firm eMarketer, investment in this advertising strategy will reach US$45 billion by 2023, growing at higher rates than digital investment and is expected to grow by 22.9% in 2024. In addition, more than half of ad buyers in Latin America say they will use Retail Media's digital ads in the next 12 months.

Cencosud Media is part of this trend, and the combination of advanced analytics and artificial intelligence, added to the knowledge of customers in the countries where it operates, has allowed it to achieve a valuable segmentation to communicate in the different advertising spaces of the Company, achieving the success of several campaigns, registering rates of increase in the base of new customers, growth in sales and market share of more than 30%.

"Effective investment is about allocating resources and efforts to the channels where the customer is. Through Cencosud Media Brazil we can now help brands complement their marketing strategies with a more analytical vision, focused on data and performance, to offer a differentiated experience to consumers," says Cencosud Brazil Country Manager Sebastian Los.

In the Brazilian market, Cencosud is present in nine states in the Northeast, Southeast, and Midwest regions, operating through the supermarket chains Bretas, GBarbosa, Perini, Prezunic, cash & carry Mercantil Atacado and GIGA Atacado, Spid (convenience format), in addition to the Cencosud Card, the Company's financial services business.

This new milestone for Cencosud allows it to further strengthen its digital ecosystem and continue expanding its services in the region, offering greater business opportunities and an increasingly complete value proposition.

Cencosud Media in Latam

With a volume of information of great magnitude, rethinking the forms of communication and how to measure them, know and understand their consumers and offer them what they are looking for in a more efficient way, is not always easy.

To drive this increasingly present trend in the market, in 2021 Cencosud created Cencosud Media, a Retail Media unit capable of generating optimal investment models to connect brands with their audiences in a more effective way through advertising spaces that are part of the Cencosud ecosystem.

Since its launch in 2021, Cencosud Media has developed and expanded its presence in the different Latin American countries in which Cencosud operates, first in Chile, then in Colombia, continuing in Argentina and Peru, and now concretizing its arrival in the Brazilian market.

Brands already working with Cencosud Media can not only measure traditional marketing metrics such as clicks, impressions, CTR or CR, but go beyond, quantifying buyers, market share, omnichannel sales, ROAS, sales lift, and customers according to the marketing objectives of each brand. There are cases of campaigns that have achieved +35% of new customers, +30% in incremental sales, and a +33% increase in market share.