In Brazil, brands can include ads in “NIC,” a robot in stores that interacts through artificial intelligence, adapting to the customer’s profile and mood, providing a more engaging and personalized shopping experience.
In the ecommerce, a new “Shoppable Content” format has been launched, allowing customers to click on a promotional banner, email marketing, or offsite campaign and be directed straight to their cart with the advertised products, facilitating easy purchase with a high conversion likelihood thanks to technology developed to enhance the customer shopping experience.
Additionally, Cencosud Media is focusing on customer self-management through a self-service reporting platform, offering real-time campaign result monitoring. This tool provides brands with easy access and continuous updates to understand the impact of each activation with a closed-loop focus and track incremental sales generated from first-party data audiences.
Finally, Cencosud Media’s analytics team employs machine learning and artificial intelligence models to create customer segments, propensity engines, and predictive models, among other tools, to offer products and services tailored to each consumer’s interests.
What’s next for Cencosud Media?
Cencosud Media is working to further strengthen its technology platforms to enhance the experience for its regional brand partners by standardising ad formats, technologies, and measurement across all operating countries. Retail Media in Latin America has evolved in recent years to integrate even more in-store channels into its omnichannel strategy, and Cencosud is well-positioned to tackle this trend with innovative formats that complement its 360-degree approach.
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Publish date : 2024-09-30 21:35:00
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