AVIXA Conference: The Iconn Case Study: How to Decide on Investing in AV Technology in Retail
October 21, 2026
Education 2 - Monte Albán
Business and Project Management
Conference and Collaboration
End User
Most investment decisions in AV are discussed after they have already been implemented; the actual process behind them is rarely explained: how the business case was developed, what internal resistance had to be overcome, and what adjustments had to be made once the project was already underway.
In this session, José Manuel De la Peña of Iconn (the company behind 7-Eleven Mexico) shares firsthand how the decision to invest in AV technology within a large-scale retail operation was made: what figures and arguments were used to secure approval, what was negotiated with the operations and finance teams, and what lessons were learned from the implementation.
The conversation is rounded out by two voices who experienced the same project from a different angle: Andrés Martínez of AVI-SPL, who was responsible for technical integration, and Roberto Milano of Cushman & Wakefield, who was in charge of designing the spaces where that technology is implemented. The result is a comprehensive overview of the same project—covering business, execution, and design—rather than a single perspective telling the story.
Ideal for those who are considering how to justify, negotiate, or implement a similar investment in their own organization.
