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E-Commerce Media or Retail Media? Evolution-A la vuelta de tu vida
While the industry debates whether the future of retail media lives in e-commerce, in Mexico millions of purchase decisions happen at the corner store. OXXO Media shares its evolution: from Retina Media to a platform built on more than 25,000 stores and 13 million daily connections. We'll explore why the physical store is one of the country's most powerful media channels and how we connect ad exposure with real sales. A conversation about what it means to be close to the decision, where it truly happens.
While the industry debates whether the future of retail media lives on e-commerce screens, in Mexico millions of purchase decisions still happen at the corner store. In this session, OXXO Media shares its evolution: from Retina Media to a retail media platform built on the scale, proximity and consumer knowledge of OXXO, with more than 25,000 stores and 13 million daily connections. We'll explore why the physical store is today one of the country's most powerful media channels and how we integrate in-store, direct, digital and third-party channels into a single ecosystem. We'll also share how we moved from selling ad space to partnering with brands across the full campaign cycle: from insight to activation, and from measuring incremental sales to learning for the next campaign. A conversation about what it means to be close to the decision: close to the consumer, to the moment of purchase and to the result.
While the industry debates whether the future of retail media lives on e-commerce screens, in Mexico millions of purchase decisions still happen at the corner store. In this session, OXXO Media shares its evolution: from Retina Media to a retail media platform built on the scale, proximity and consumer knowledge of OXXO, with more than 25,000 stores and 13 million daily connections. We'll explore why the physical store is today one of the country's most powerful media channels and how we integrate in-store, direct, digital and third-party channels into a single ecosystem. We'll also share how we moved from selling ad space to partnering with brands across the full campaign cycle: from insight to activation, and from measuring incremental sales to learning for the next campaign. A conversation about what it means to be close to the decision: close to the consumer, to the moment of purchase and to the result.
Speakers
Key Takeaways
- Why retail media in Mexico can't be understood without the physical point of sale.
- How to move from selling ad space to owning the full campaign cycle, from insight to measurement.
- Learnings from the brand evolution from Retina Media to OXXO Media.
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