Over 120 brands join Falabella's annual Fmedia Day to explore retail media success
What: Falabella's Fmedia retail media platform achieves 30% sales growth for participating brands, with ROIs reaching 9x during key events.
Why it is important: The success of Fmedia validates the growing importance of retail media networks in Latin America, as retailers transform their digital assets into powerful advertising platforms. Falabella's annual Fmedia Day 2025 showcased the impressive growth of its retail media vertical, bringing together 150 major brands including Samsung, L'Oréal, Rosen, and Puma.
The event highlighted how Fmedia's omnichannel advertising approach has become a powerful tool for brand communication and sales growth. In 2024, over 3,000 brands invested in sponsored products, achieving sales increases exceeding 30%. The platform's success extends beyond digital, encompassing innovative physical activations including AI-powered experiences and interactive contests that engaged over 100,000 participants. Cristián Latorre, general manager of Fmedia Falabella Chile, emphasized their focus on helping partners enhance sales performance and reach the right customers through their extensive customer base. Looking ahead, Fmedia plans to expand its ecosystem with advanced digital advertising tools and enhanced reporting capabilities to drive the evolution of Retail Media in the region.
IADS Notes: As reported in February 2025, Falabella's strong financial performance has been supported by its digital transformation initiatives. The company's December 2024 announcement of a USD 650 million investment plan, including significant allocation for technological capabilities, reinforces their commitment to innovation. This aligns with their successful implementation of omnichannel strategies, enabling seamless integration of physical and digital retail experiences.
