Brands began to rethink their forms of communication and how to measure them and in this context Retail Media was born and makes available the physical and digital ecosystem of retailers along with the knowledge they have of the customer, to offer brands high-value marketing campaigns. This trend had a growth of 53% in 2021, which represents 36% of the digital investment of that same year. To promote it, Cencosud created Cencomedia, a Retail Media unit capable of generating optimal investment models to connect brands with their audiences in a more effective way, through advanced marketing metrics that allow them to get closer and get to know their customers.

Cencosud Media aims for brands (partners) to complement investment in mass media by using their digital ecosystem to carry out 360° marketing campaigns. Cencosud's Digital Commerce, Advanced Analytics and Loyalty teams developed this proposal that adds value to brands and combines data and algorithms from advanced analytics, technology, media and business cases, with the aim of bringing opportunities, value propositions and services of these brands/partners to their clients based on having identified the interests of each of them.

Cencosud Argentina has about 8 million clients, of which 6.3 million are part of the loyalty program. From there, an immense amount of monthly information is generated: 4.6 million visits, 9.3 million transactions and more than 57,000 different products sold per month. Since its launch in 2021, Cencosud Media is developing and expanding its presence in the different Latin American countries in which Cencosud operates, first in Chile, then in Colombia and now in Argentina.

Cencomedia provides a platform for audience recognition and action processes through consumer interaction in stores, online sites and third-party media iteration. The efficiency of brands is increased in the use of consumer knowledge at the point of sale, at the moment of decision-making and for the recognition of new products or brand launches.

Brands that already work with Cencomedia, in the countries where it already operates, can, for example, access the status of their guidelines using standard measurements (impressions, clicks, CTR, CR) and see results according to the objective of their campaigns, meeting new buyers, market share, omnichannel sales, ROAS, sales lift and customers. There are cases of campaigns that have achieved a 35% increase in new clients, a 30% increase in incremental sales and a 33% increase in market share.

With the use of Advanced Analytics, Cencosud's knowledge of its clients, their habits and tastes is integrated with the needs of the brands to identify unique audiences, discover trends and ensure that these impact the proposed objectives. Cencosud Argentina is the first retailer that developed, for its Supermarkets and Home Improvement business units, this media retail platform so that its partners/brands can interact with customer knowledge and achieve greater proximity to them.