Department Stores in Chile

2021 DEVELOPMENTS

Omnichannel the way forward as department stores start to recover

Adopting an omnichannel strategy has no doubt become the main route taken by department stores as the channel remains relevant to many local consumers. As one of the preferred channels chosen by Chileans to buy a wide range of products from apparel to home furnishings, department stores have been able to capitalise in 2021 on established relationships formed over the years.

Players look to reformulate physical stores to attract consumers

The return to in-person shopping has meant that in-store experiences have resumed in many ways, with both Falabella and Paris returning to offer the personalisation of products and special displays presented by experts in their stores. While e-commerce continues to be an attractive alternative, special events, such as showing products by influencers or in-person cookery classes, have been well received by consumers and have driven visits.

Inflation and availability impact prices and stock

Inflation rose steadily in Chile during the pandemic, and by December 2021 it had reached levels not seen since 2008. The impact of the increase in international prices and domestic liquidity, amongst other factors, resulted in a notable increase in the cost of living for Chileans, including the prices of products offered by department stores.

PROSPECTS AND OPPORTUNITIES

Loyalty programmes garner greater interest and help increase value/price ratio

Loyalty programmes should continue to be a key component in attracting consumers and helping them feel that by choosing a specific retailer for many of their purchases, they are receiving a greater return for their money, not only based on competitive prices but by gaining something back from the store. Both Cencosud and Falabella allow consumers who have signed up for their loyalty programmes to collect points for purchases made in-store and online, which can then be applied towards purchases or exchanged for products from a selected catalogue.

Department stores not expected to experience major changes over forecast period in terms of brands

Department stores are not expected to experience major changes over the forecast period in terms of brands, as the main players already present in Chile experienced a positive 2021, as consumers gradually returned to in-person shopping, allowing them to achieve a more balanced distribution of sales between online and physical operations. While space has certainly been created by the closure of Cencosud’s Johnson's Mega, it is likely that its sister brand Paris has mostly absorbed the former’s consumer base due to familiarity, whilst those with no previous connection to the brand proposition of Paris have gravitated towards other banners such as Hites, Ripley or Falabella, meaning that the emergence of new department stores is unlikely over the forecast period.

Online marketplace strategy set to continue over the forecast period

The launch and expansion of online marketplaces has been leveraged by department stores as a way of not only quickly expanding their catalogue of products, but also of diversifying delivery options, as many brands present on department stores’ websites deal with distribution themselves. It is anticipated that this push will continue over the forecast period.