The evolution of Mama Lucha
Bodega Aurrerá has undergone significant changes in the last 65 years. In collaboration with Walmart, the chain has modified its traditional red and white color scheme with a new palette that includes green, red and yellow. In addition, it has explored different formats that, according to analysts, have been successful in maintaining a close connection with consumers at the base of the pyramid, to whom the concept is aimed.
Bodega stores are located in larger urban areas and offer a greater variety of products. On the other hand, Mi Bodega stores are medium-sized, while Bodega Express are small and are located within residential neighborhoods.
Since 2018, Bodega Aurrerá has accelerated its efforts to digitize its points of sale, implementing kiosks where customers can consult an expanded catalog of products in stores. In addition, the brand has developed its e-commerce channels, with the aim of evolving towards an omnichannel model that integrates different sales platforms.
Geographic expansion is also a priority for Walmart. Between 2021 and 2022, the chain opened 94 new stores in the three Bodega Aurrerá formats, reaching a total of 2,292 establishments. At the end of the first quarter of 2023, the company had 2,300 stores, which represents 76% of all Walmart units in Mexico in all its formats.
“Bodega Aurrerá is one of the formats that has had a better performance in an environment of weak consumption. They are the formats where Walmart can make more price offers,” says Marisol Huerta, stock market analyst at Ve por Más.