A CHICOOH+, media trading desk for OOH and DOOH, announced the creation of RX Experience, a new company focused on Retail Media and brand activation, aiming to integrate data, technology, and creativity. Focusing on advertising agencies, RX Experience emerges as a complete solution, ready to meet the demands of the advertising market across all regions of Brazil. The new area will be led by Rogério Barreto, a retail specialist with experience in major companies in the sector.
With over two decades of experience in retail, Rogério Barreto, operations director of RX Experience, emphasizes the potential of this new segment. Retail Media as a concept is a very broad area, it is an ecosystem with a series of particularities, specific areas, and a lot of data analysis. We will consolidate brand activations at the point of sale and offer advertising agencies a range of possibilities for brands to have direct contact with the audience. Your career includes significant stints at Carrefour, where you led the national visual merchandising department and helped implement strategies that align branding and performance in brick-and-mortar retail.
Retail Media is recognized for its ability to combine first-party data with personalization, offering an approach focused on the consumer's journey.According to the study "Latin America Retail Media Advertising Trends 2023," published by e-Marketer, Latin America is surpassing US$ 1 billion in investments in retail media advertising. This data refers to 2021, and the expectation is that it will reach $1.66 billion by the end of 2025. According to Barreto, RX's diferencial is in the complete integration of the brand experience: "RX will be a branch of activation for the rollout of campaigns for brands. Agencies will rely on our expertise."
Chico Preto, CEO of CHICOOH+, highlights the importance of this initiative: “We are building solutions that value the role of agencies in the creative and execution process. Our focus is to offer innovation and security so that campaigns can take place anywhere in Brazil.”
With RX Experience, CHICOOH+ reaffirms its commitment to the advertising market, expanding the possibilities of Retail Media and brand activation throughout Brazil. Whether in physical or digital retail, the RX Experience is ready to transform the point of sale into an engagement platform.
