Retailers use data analytics and digital signage to optimize physical stores

Retailers are increasingly utilizing sensors, analytical cameras, and measurement tools to track person flows within physical stores. This data allows for the optimization of product displays and digital content to create more relevant shopping experiences.

Despite the rise of e-commerce, physical stores remain dominant in Chile. According to the Santiago Chamber of Commerce, online sales accounted for only 12% of retail in Chile during the first quarter of 2026. This has led to the development of retail media, where companies like Cencosud have installed over 1,200 screens across their stores to integrate digital media into the physical environment.

However, industry growth faces hurdles. A Comscore study indicates that 87% of retail leaders in Latin America identify a lack of standards and attribution issues as significant obstacles to the growth of retail media. The IAB Chile 2026 Digital Marketing Trends Report also highlights this phenomenon as a developing infrastructure within the industry.