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OXXO
OXXO is one of the largest convenience store chains in Latin America. This project focused on developing a fully integrated Electronic Shelf Label (ESL) system to modernize in-store operations, automate price updates, and reduce human workload.
The Opportunity
OXXO identified a major opportunity to improve operational efficiency and pricing accuracy across its thousands of stores. The traditional manual process of updating prices was time-consuming, prone to human error, and slow to react to real-time market opportunities such as flash promotions, seasonal discounts, and competitor pricing. Automating this process would not only save thousands of labor hours annually, but also allow OXXO to remain competitive by offering dynamic pricing across all its locations—instantly.
The Research
Our team conducted in-depth research into in-store workflows, employee interaction with shelf labels, and the operational time lost during manual price updates. We also benchmarked ESL implementations from global retail leaders to identify best practices. The result was a tailored strategy to design a system capable of adapting to OXXO’s scale, speed, and regional needs.
The Outcome
We developed a complete ESL solution from the ground up. This included the custom hardware design of the shelf label, the firmware for individual configuration, a cloud-based admin platform to manage prices and label status by region or store group, and the access point device that wirelessly pushes updates to all ESLs in real time. The system enables instant price updates based on promotions, discounts, trends, and time-sensitive events—eliminating operational delays and outdated labels. While this project was part of an academic collaboration, our prototype was highly praised by OXXO and FEMSA’s executive team and became the foundation for the current development of their in-store automation strategy.
Feedback From Client
“The ESL system exceeded expectations and provided a powerful foundation for automation. The level of innovation and execution demonstrated by the team was outstanding, and the project has significantly influenced the ongoing strategy for in-store modernization at OXXO.”
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