OXXO to deploy in-store retail media network in Mexico

The brand has partnered with Irish developer Intouch.com to build customer experiences through its retail footprint in the country.

OXXO and Intouch.com have agreed to enter a nationwide, multi-year partnership agreement to create Mexico’s largest retail media network. Screen deployment will commence to over 1,000 stores in 2023 with plans to extend it to over 7,000 stores in the coming years.

This initiative will build customer experiences by utilizing artificial intelligence to ensure timely, relevant and targeted in-store communications. The network will also create new opportunities for CPG brands to advertise 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 outlets. The deployment of two 43” screens per store across 1,000 sites will enable CPG brands and other interested advertisers to deliver targeted advertising at the point of purchase, improving communication and improving the shopping experience for customers, in addition to boosting sales.

“Retail Media business cases have historically struggled with adoption at scale, but with the technology we developed at Intouch.com, 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,” said Tim Arits, CEO of Intouch.com.

The Intouch.com 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.