Question · Q3 2025
Renata Cabral asked about FEMSA's ambition for the OXXO Digital Ecosystem (Spin by OXXO and Spin Premia), its distinctive position against other fintech solutions in Mexico, and the top capabilities the company plans to invest in.
Answer
José Antonio Fernández Garza-Laguera, CEO of Fomento Económico Mexicano, views Spin by OXXO as a digital extension enhancing OXXO's value proposition and user lifetime value, noting that combined Premia and Spin users consume significantly more. He aims to embed the ecosystem for rewards, personalized promotions, and frictionless experiences, seeing it as an opportunity to dramatically increase customer interaction. He highlighted the convenience of Spin by OXXO, even for cash withdrawals via QR codes, and expressed optimism about digital transactions covering potential service declines.
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