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Wal-Mart Mexico plans to expand the reach of its retail media network to its supercenters and Bodega Aurrera locations in Mexico, which are visited by millions of shoppers every month.
Wal-Mart will work with Thomson's Premier Retail Networks, Inc. (PRN), the provider of digital media solutions for retail it currently uses for its U.S. in-store media network. As part of the agreement, PRN will provide Wal-Mart with an end-to-end solution that includes a digital in-store media strategy, customized programming, advertising sales, and operations.
As a result of the agreement, PRN now operates and manages the largest in-store media network in Mexico, which is currently installed in 287 large-format Wal-Mart Supercenter stores. The system features large plasma screens in select areas within the store and 19-inch flat-panel LCD screens at checkout lanes and waiting areas.
"After entering the Brazilian market a year ago, we're [going to] further develop the in-store media industry in Mexico and take a leading position in Latin America, one of the most attractive markets in the world," said Julien Bellanger, general manager for PRN in Latin America. "The intense growth area of retail media will continue to be an essential piece of Thomson's growth in digital out-of-home media."
The Wal-Mart network is driven by two channels with displays and programs specifically designed for each location within the store. The storewide channel, positioned at the traffic hot spots in the main alleys guides shoppers and informs them of products sold in the store, encouraging cross-shopping via short and targeted messages. The waiting area channel enables shoppers to watch entertaining and informative content to reduce perceived wait time while they are in line at checkout and service areas. The waiting area channel broadcasts longer messages to provide more detail to the shopper about products and services.
The in-store media network programming will be custom designed by a dedicated PRN creative team to enhance the shopping experience and enable Wal-Mart to further brand its in-store environment and communicate with its shoppers.
The in-store media network programming mix includes original content and content developed in conjunction with partners and advertisers. In Mexico, PRN will primarily rely on key Mexican broadcasters to source high-quality branded content from a variety of areas to enrich the Wal-Mart in-store media network.