$3,674 $m
With approximately 8 million shoppers daily and more than 9,000 points of sale open 24 hours, every day of the year throughout Mexico, Oxxo is the undisputed leader in the convenience store category. It’s also the most valuable retail brand in Mexico by a large margin. Oxxo is able to fulfill its brand slogan, “Always ready, always there,” by offering a wide variety of products and a range of payment options in convenient locations. Last year, the brand achieved significant growth (9.2 percent in same–store sales) due to three factors: increasing levels of consumer knowledge, logistic support and improved IT systems to optimize the distribution chain. By orienting its strategy around a deeper understanding of its consumers, Oxxo was able to focus not only on supply factors, but also on demand, which allowed the brand to further satisfy consumer needs and occasions.