Cencosud Media: New Omnichannel Platform

Santiago, July 2021.- Cencosud, with the strategic support of Accenture, launches Cencosud Media, a new business unit that seeks to generate advertising strategies through a technological platform with advanced analytics models and artificial intelligence, following the trend of major retailers in the United States and Europe.

"We are confident that Cencosud Media will help various brands accelerate their digital transformation efforts with a new platform that complements their traditional marketing investments. All with an analytical approach focused on performance and based on data. Today we are in the 'soft launch' stage with several suppliers, but the plan is to continue growing in the other countries where we are currently operating, as we strengthen the digital capabilities of the rest of the businesses," comments Nicolás Montero, Manager of Advanced Analytics and Loyalty at Cencosud.

This new business unit of Cencosud was created to strengthen the company's digital capabilities, in addition to a series of innovative initiatives, such as the alliance with Cornershop and the creation of Jumbo Prime, SPID, and Cencommerce, among others. On this occasion and through the use of "Big Data", which is obtained from the different business units of Cencosud, it will be possible to generate measurable marketing strategies in the various channels of the Cencosud Ecosystem.

For his part, Nicolás Goldstein, executive president of Accenture Chile, explains that:

"Cencosud, hand in hand with Accenture, will work on the implementation of advanced analytics models, artificial intelligence, and technology, to enhance Cencosud's digital capabilities to carry out omnichannel marketing, with 100% traceability, through digital platforms."

According to market data, 80% of customers want to have more personalized experiences, which is achieved with this type of actions in which the customer experience is improved, with relevant content at the right time. Then, it is the same customers who declare that they value having more personalized experiences, which then translates into higher sales.

"Here there are suppliers that have different degrees of maturity in terms of their expertise in digital marketing and advanced analytics, so for many of them it will be a great tool to have new and better metrics to operate the business and connect better with their customers, both in physical and digital channels," indicates Montero."