OXXO and partner to build state-of-the-art customer experiences through in-store retail media network

Perihan El Etreby
Copywriter at - M.A. in Creative Writing from Bath University
November 28, 2022
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OXXO and have agreed to enter a nationwide, multi-year partnership agreement, creating Mexico’s largest retail media network. Screen deployment will commence to over 1,000 stores in 2023 with ambitions to extend the network to over 7,000 stores in the coming years.  

This initiative will build state-of-the-art customer experiences by utilizing artificial intelligence to ensure timely, relevant and targeted in-store communications. The network will also create new and exciting opportunities for CPG brands to advertise where it matters most; in-store, at the point of sale.

With over 20,000 outlets, OXXO operates the largest retail chain in Latin America and one of the largest retailers in the world by a count of retail outlets. The deployment of two 43” screens per store across 1,000 outlets will enable CPG brands and other interested advertisers to deliver targeted advertising at the point of purchase, improving communication and delivering a better shopping experience for customers, in addition to boosting sales. The platform will enable ad buyers to target by specific location, consumer profiles, and even weather conditions.

Besides advertising, the partnership will focus on unlocking new digital opportunities throughout the store and drive insights into purchasing behaviour to further optimize in-store journeys. This is powered by the artificial intelligence platform which enables OXXO to dynamically display their own content and promotions on the digital screens, improving agility and time-to-market capacity to communicate to their customers. Hector Urbina, Prices and Promotions manager at OXXO said: “This is another key step for OXXO as we keep working to improve the customer experience in our stores.”

Tim Arits,’s CEO said: “Retail Media is booming. Amazon, Walmart, and Walgreens already built multi-billion dollar opportunities on the back of this trend. is on a mission to help retailers with physical outlets replace printed ads with digital, dynamic displays. Retail Media business cases have historically struggled with adoption at scale, but with the technology we developed at, we can finally unlock exciting large-scale opportunities for retailers and brands to further enhance their communication at the point of sale with in-store shoppers. And that matters because it is still where over 90% of purchases are happening.”

About FEMSA's Proximity Division
FEMSA's Proximity Division generates economic and social value in the countries where it has a presence. It operates different small-format retail chains in Mexico, Brazil, Colombia, Chile and Peru, including OXXO stores. It also uses service stations under the OXXO GAS brand in Mexico. Through its business units, FEMSA's Proximity Division serves more than 13 million consumers every day. It employs more than 160,000 people, promoting inclusion, diversity and Sustainability practices in its teams to operate in harmony with the planet, community and value chain.

About is an Irish technology company that is building the world’s largest retail media network, operating in LATAM, Europe and the Middle East. helps retailers harness the power of data, by providing smart AI-driven solutions that drive sales growth by delivering better customer experiences and high reach and frequency against target segments at a low cost. The company is currently gaining intercontinental momentum in the global Retail Media market with the continuous development of their proprietary AI platform.

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