Retail Hall of Fame 2021

Background
The Retail Hall of Fame Chile program is an award by America Retail, which has been given since 2012 and recognizes the best retailers in Latin America. This award is presented in Chile, Colombia, Peru, Argentina, and Mexico.

After this recognition has been given in all countries, an award ceremony will be held with all the retailers at the Latin American level where the categories to be awarded are: Best Retailer of the Country, Best Omnichannel Retailer, Best e-Tailer of the Country, Most Innovative Retailer, and Most Sustainable Retail.

To nominate the winners this time, a professional and digital survey was used conducted by GFK where people were asked who the best retailers in each country were in these five categories; then the Nomination Committee was formed with opinion experts from each country, who used this information as a source. Along with this, and the experience and evaluation of the experts, the top three were nominated.

This time, it was determined that Cencosud was the winner in the category of Best Omnichannel Retailer.

The Retail Hall of Fame Chile 2021 award ceremony will take place under the sponsorship of the National Chamber of Commerce of Santiago on August 19 at 6:00 PM through Zoom.

Strategy

• We will take advantage of economic-focused media and the visibility provided by social networks to publicize the award given by America Retail to Cencosud.
• In the communication, we will highlight the advances/plans in terms of e-commerce developed by the company, positioning Cencosud as a leader in the e-commerce industry at both a national and Latam level.

Objectives

• Highlight the company's strengths in terms of e-commerce, both in logistical and service processes in the different group banners.

Actions

Social Media / LinkedIn

With the goal of achieving organic diffusion, it is proposed to make posts on LinkedIn with a tentative outline of what the text of the post should contain, with keywords, specific phrases, the name of the award, tag the medium, and most importantly, include a unique hashtag, such as #CencosudBestOmnichannelRetailer2021

To accompany these posts, it is suggested to develop a special banner or graphic to incorporate into the publications.

Using this in a coordinated way, a group of people from the company at a specific publication time is important to boost growth on the network.

• Publication on Cencosud's LinkedIn of the recognition obtained by the brand in the category of Best Omnichannel Retailer at the Retail Hall of Fame Chile 2021.
• Publication on the LinkedIn of Daniel Guell, Cencosud's e-commerce manager.
• Publication on LinkedIn of other relevant Cencosud executives.

Press Management

1. Interview with Daniel Guell in the interview section of America Retail, to discuss Cencosud's ecommerce, the transformation it has undergone, customer reception, and future projections.
2. Informational release announcing the recognition obtained by Cencosud as one of the best in the country. (To be evaluated as it is recognition from a specific medium).