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Cencosud's Digital Transformation: A Case Study in IoT Implementation
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
- Robots - Wheeled Robots
Applicable Industries
- Retail
- Telecommunications
Applicable Functions
- Sales & Marketing
Use Cases
- Traffic Monitoring
- Transportation Simulation
The Challenge
Cencosud, one of the largest and most prestigious retail conglomerates in Latin America, was facing significant challenges in managing its marketing operations. The company wanted to take internal control of its digital channels, allowing its marketing teams to create and deploy communications without having to rely on IT or agency suppliers. This was a part of their broader goal to manage all of their shopping center communications campaigns more efficiently and effectively. The challenge was to quickly respond to marketing needs and get to market faster with personalization and omnichannel integration capabilities. They also needed the ability to innovate and orchestrate marketing actions over several digital channels, including web, mobile, tablets, and kiosks. Furthermore, they wanted a platform that offered a high return on investment, providing a wide range of capabilities for the money spent.
About The Customer
Cencosud is one of the largest and most prestigious retail conglomerates in Latin America, with active operations in Argentina, Brazil, Chile, Peru, and Colombia. The company’s operations are spread across different lines of business, such as supermarkets, home improvement, department stores, shopping centers, and financial services. Cencosud was looking for a more efficient and effective way to manage all of their shopping center communications campaigns. They wanted to take internal control of their digital channels, allowing their marketing teams to create and deploy communications without the need for IT department or agency suppliers.
The Solution
To overcome these challenges, Cencosud partnered with Realmedia and selected Drupal and Acquia as their solution. The decision was influenced by Drupal and Acquia's standardized multisite code, as Cencosud needed to administer more than 20 digital products including responsive websites, mobile sites, and shopping center kiosk directories. With this solution, all properties could be operated by several contributors within a single console. This allowed Cencosud to streamline its marketing operations, enabling the marketing teams to take control of the digital channels and execute campaigns without the need for IT or agency suppliers. The solution also provided the company with the ability to quickly respond to marketing needs, integrate personalization and omnichannel capabilities, and innovate marketing actions across various digital channels.
Operational Impact
Quantitative Benefit
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