OXXO rebrands its retail media platform as OXXO Media
The former Retina Media combines in-store screens, direct messaging, the Spin Premia app and off-site campaigns, reaching around 13 million daily customers across nearly 25,000 stores in Mexico.
OXXO has renamed its retail media platform, Retina Media, as OXXO Media, building on the brand’s recognition among consumer goods manufacturers and media agencies. The platform combines technology, data, targeting and measurement across nearly 25,000 stores in Mexico, which serve around 13 million customers every day.
OXXO Media is built on four pillars. In stores, it offers advertising across the physical infrastructure and a network of digital screens that will reach almost 7,000 locations by the end of 2026. Its direct-to-consumer channel reaches shoppers through email, RCS, push notifications, SMS and WhatsApp.
On OXXO’s own platforms, brands can advertise on its website and the Spin Premia loyalty app, which has more than 29 million users. Off-site, campaigns run on Meta, Google and delivery apps, supported by OXXO’s first-party data.
FEMSA cites eMarketer data showing that around 89% of consumer goods purchases in the region still take place in physical stores. According to Trinity McQueen and Co-op Media Network, 68% of people walk into a convenience store without a shopping list.
“Behind every OXXO store there are people who, through their daily work, make the experience of millions of consumers possible,” said Juan Restrepo, Director of OXXO Media.
