The CPG Guys Retail Media & Consumer Insights in South America with Walmart Chile's Lucas Barros & Pamela Castro
In this episode, the CPG Guys are joined by Lucas Barros, Head of Walmart Connect and Pamela Castro, Commercial Manager for Walmart Phronesis at Walmart Chile, the largest grocery retailer in Chile, operating under the "Lider" banner.
Follow Lucas on LinkedIn at: https://www.linkedin.com/in/lucas-barros-631955103/
Follow Pamela on LinkedIn at: https://www.linkedin.com/in/pamela-castro-8447bb13/
Follow Walmart Chile on LinkedIn at: https://www.linkedin.com/company/walmartchile/
Follow Walmart Chile online at: https://www.walmartchile.cl/
Lucas & Pamela answers these questions:
- Let’s start with some background on Walmart in Chile. Lucas, would you please share with us an overview of your retail operations.
- What is the state of omnichannel in Chile relative to the rest of Latin America and to North America? Any statistics on eCommerce penetration and mobile engagement would be great to hear.
- How long ago did Walmart Chile decide to formally enter the retail media space and would you walk us through the different ways that your suppliers can activate through your platform?
- Lucas, how is your team helping brands to activate through Walmart Connect? Do you offer them managed services, a self-serve platform or some combination of both?
- Pam, retail media success is highly dependent on the ability to personalize customer experiences. In comparison to its US counterpart, Walmart Chile has a very high transaction attribution rate to its customers. What is the story behind this?
- Pam, how do you make this customer data available to your suppliers to analyze behavior and help collaborate with the merchants at Walmart Chile?
- So how are brands effectively using Phronesis to inform their retail media strategy at Walmart Chile? Any case study you care to use as an example?
- Where are you focused on innovating the Walmart Connect and Walmart Phronesis offerings over the next few years?
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