Wal-Mart Mexico and Televisa launch digital signage and kiosk network, powered by WireSpring's FireCast software
Latin America's top retailer teams with the region's largest media company to reach shoppers at the first-moment-of-truth.
Fort Lauderdale and Mexico City - September 26, 2006 - In a partnership that unites two of Latin America's most dominant companies, Grupo Televisa ("Televisa") and Wal-Mart de Mexico ("Wal-Mex") have launched an in-store media network covering 292 Wal-Mex stores across Mexico. Consisting of over 5,000 digital signage displays and touchscreen kiosks, the network is centrally managed using FireCast software and media player hardware from WireSpring Technologies.
Televisa creates original, retail-specific programming for the Wal-Mex network, combining informational segments and advertising spots. For shoppers, the content enhances the store experience and helps them make smart purchasing decisions. For advertisers, the network provides an additional opportunity to highlight key selling points, complementing traditional point-of-purchase advertising. Content is delivered through large-screen LCD displays in key store locations, as well as touchscreen kiosks in the pharmacy and other areas.
For Televisa, already Latin America's largest media company, the Wal-Mex network provides new out-of-home ad inventory that can be sold to Wal-Mex product suppliers and other advertising clients. By outsourcing the content delivery technology and in-store playback software to WireSpring, Televisa retains focus on its core competencies of content production and advertising sales.
Key facts about the network:
• 292 stores under the Wal-Mart Supercenter and Bodega Aurrera brands.
• 21-28 large-screen LCDs per store (over 5,000 total), plus touchscreen kiosks.
• Content is customized by store type, with multiple channels per store -- including a dedicated channel for the pharmacy in Supercenter locations.
• Products used include WireSpring's FireCast OS, FireCast ClientCenter, and FireCast Media Appliance, as well as IBM's Anyplace Kiosk.
"After working with Televisa and Wal-Mart for the past two years, it's great to see the Wal-Mex network go live," said WireSpring CEO Bill Gerba. "In an industry that's often more hype than substance, Televisa has taken a bold position in the world of retail media, combining digital signs and interactive kiosks to create a tightly-integrated media environment at the store level."
The Wal-Mex network rollout began in July 2006 and will be completed by early November, in preparation for the holiday shopping season.
Learn more about in-store media at Wal-Mex and other retailers:
- See photos of the Wal-Mex screens
- Visit the official website for this network: "POP Digital"
- View articles and press coverage
- Read about the retail media industry on our blog
Last updated: June 9, 2007