In a move to optimize sales and transform the operational reality of millions of small retailers, Coca-Cola FEMSA shared its omnichannel strategy during the presentation of the 2025 Integrated Report.
Through tools like Juntos+ and Juntos+ Advisor , the company aims to position itself as one of the few global companies to successfully integrate a deep digital platform with large-scale physical execution . The former, an omnichannel physical and digital platform, reported 1.3 million users; the latter is ” the digital tool used by pre-sales agents to complete the omnichannel strategy” using tools such as Artificial Intelligence (AI).
“Our customers have the opportunity to place their orders at their own pace, using that application at their own pace, but when our sales representatives arrive to make their sales visit, they arrive with a tool called Juntos+ Advisor, which gives them very precise instructions, personalized for that customer,” said Gerardo Cruz, CFO of Coca-Cola FEMSA.
Likewise, Juan Pablo de Velasco, the company’s Marketing and Commercial Capacity Director, pointed out that the success of this transformation also lies in the fact that digitalization is not an end in itself, but the means to empower its sales force , and reiterated putting the customer at the center of the process.
“This platform vision leverages the belief that growth starts earlier. Growth begins, as one of our principles dictates, when we put the customer at the center. What are our customers’ pain points? What do they need? How can we help them grow more rapidly? And based on those pain points, we begin developing a digital vision from there,” he stated.
For his part, Rodrigo Espinosa, director of Digital Platforms, pointed out that the company is undergoing a technological transformation and is becoming “platformized ,” and stressed that its success is closely linked to the success of these micro-entrepreneurs.
“This business transformation we’re discussing has two very simple but very powerful concepts: one, empowering people. We want to empower various figures, but primarily the key players; and two, seeking the success of the shopkeeper, the small store owner, the kiosk owner, or the corner store owner. It’s about seeking the success of that small business owner because it’s a very logical concept: if the shopkeepers are successful, we will consequently be successful as well,” he stated.
During the last year, FEMSA’s digital sales represented three billion 500 million dollars (USD) in 2025 , a growth of 13.6% compared to 2024, and is approximately 40% of its total customers in the traditional channel.
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