Retina Media, the retail media platform of FEMSA Proximity and Health-owned OXXO convenience stores, and Place Exchange have announced a collaboration that will, for the first time, enable automated access to OXXO’s extensive network of more than 8,000 digital screens in Mexico, strategically located in high-traffic areas to engage consumers while they shop, and consolidate the retail media market in the country.
“This collaboration represents an important step in the way brands engage with consumers in stores,” said Juan Restrepo, Director of OXXO-Retina Media. “By leveraging the presence of our stores, we offer advertising solutions that deliver real value for our business partners.”
Advertisers and media buyers will now be able to integrate OXXO’s screens into their digital and omnichannel strategies, reaching people more directly and effectively during their shopping journeys at physical store locations, alongside digital touchpoints online, across mobile, and other programmatic channels.
Thomas Roberts, Commercial Director for Latin America at Place Exchange told us “This development positions OXXO as the largest programmatic media owner in Mexico, and we are excited to offer this highly demanded inventory to our global audience. Advertisers will be able to achieve campaign objectives ranging from awareness and consideration to performance, thanks to the reach and popularity of OXXO stores.”
FEMSA’s Proximity and Health Division runs various small-format retail chains in Latin America and Europe, including OXXO and Bara stores. Additionally, it operates service stations under the OXXO GAS brand in Mexico and Valora, their European retail unit that manages convenience stores and food service operations.
FEMSA Health manages pharmacy chains across Latin America, including YZA, Farmacon, and Moderna in Mexico; Cruz Verde in Colombia and Chile; Fybeca and SanaSana in Ecuador; and Maicao in Chile, as well as a pharmaceutical production and wholesale laboratory. Currently, it operates more than 4,400 units in the countries where it has a presence.
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