How Spin by OXXO Transformed Its User Communication with Braze
Spin by OXXO was growing fast. And like any company in expansion mode, it didn’t just need more users: it needed to engage them well. With relevant, consistent, and timely messages. With decisions driven by data. And with technology that empowers rather than complicates.
In this Braze case study with Spin by OXXO, the company shows how it moved from fragmented processes to a scalable, personalized, and data-driven communication strategy.
The challenge
They faced a common obstacle in growing companies: multiple platforms firing notifications separately, without coordination or control. This prevented them from designing personalized journeys, limiting send frequency, and—most importantly—understanding which campaigns were truly working.
Other barriers piled on: limited visibility into key metrics, difficulties running A/B tests, and heavy reliance on technical teams to execute campaigns. In the fast-paced digital financial services space, this was a recipe for friction
What They Were Looking For — and Found in Braze
The team evaluated several tools and chose Braze for three key reasons:
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True omnichannel: engage users across push, in-app, and email seamlessly.
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Advanced automation: avoid manual flows or tech tickets for complex campaigns.
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Technical flexibility: integrate the tool with their stack without forcing the business to adapt.
This decision brought an immediate structural shift: consolidating multiple channels into one platform. It reduced time, simplified processes, and turned “we have to request” into “we can do.”
What Changed in the Day-to-Day
Since implementing Braze, the team can:
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Launch campaigns faster, with more control, and less dependence on dev or data.
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Automate real-time benefit delivery.
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Design personalized journeys more intuitively.
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Test hypotheses weekly with multivariate A/B tests across multiple channels.
This didn’t just improve workflows: it transformed culture. Today, experimentation is routine. Decisions are more informed. And results are tangible.
Results of the Braze Case Study with Spin by OXXO
✅ +10x in conversion rates using In-App Messages compared to push notifications.
✅ Significant reduction in time-to-launch for new campaigns.
✅ Automated benefit delivery without intervention from other teams.
✅ Personalized card-usage campaigns: not only did they increase engagement, they also had a clear impact on activation and product usage.
✅ An active experimentation culture, with continuous weekly testing.
The Value of Strategic Support
The value didn’t come from technology alone. What made the difference was how it was implemented, adopted, and optimized. That’s where Minders came in.
More than an implementation partner, Minders was a strategic ally. We supported the team with workshops, best practices, QA, documentation, and ongoing support. Most importantly, we helped them build autonomy so Spin’s CRM team could operate independently, confidently, and with focus.
“They helped us scale. They gave us real tools to grow and ensure knowledge stays within the team”
Driving Scalable Growth Through Martech
Adopting Braze with Minders’ support redefined Spin’s relationship with its users. With a data-driven strategy, empowered teams, and well-informed decisions, Spin scaled without losing relevance or closeness.
Key Takeaways
🔍 A powerful tool needs a clear strategy
The real impact comes not from the tool itself, but from how it’s implemented and used.
🤝 Team autonomy is a competitive advantage
Thanks to Minders’ support, the CRM team gained independence, scaled campaigns smoothly, and reacted faster to new opportunities.
📊 More testing, better decisions
Continuous testing of multiple variables improved campaigns and transformed culture.
🚀 Optimization is not just growth—it’s smart growth
Automating processes, improving segmentation, and personalizing user experiences boosted conversions while strengthening product-user relationships.
