Mimoo

What Mimoo does

Mimoo is a São Paulo-based B2B2C platform that operates what it calls the "1st behavior activation system for physical retail." The company connects consumer goods manufacturers and brick-and-mortar retailers with end consumers through a mobile app (Mimoo App) where users discover and redeem "mimos" — perks, gifts, or trial experiences — at nearby physical stores. Each redemption is verified via the consumer's CPF (Brazilian tax ID) at the point of sale, enabling the platform to capture the "antecedent of sale" — the visit, timing, and store context — that traditional checkout systems never record. The core technology stack combines a consumer-facing mobile app, a rules-based activation engine that lets retailers and manufacturers configure campaigns by store, day, time, and volume, and a behavioral data layer that accumulates with each cycle.

The platform is composed of three layers: the Mimoo App (consumer acquisition and redemption interface), the Mimo Economy orchestration system (data capture and targeting rules), and modular solutions including Zero Waste/Zero Perdas (converting write-off and delist inventory into identified traffic without discounting) and a Retail Media Platform (selling planned, contracted foot traffic by store, day, and time). Named enterprise adoption includes Colgate (100k+ delist products converted) and Saint-Gobain (300k+ write-off products converted), plus São Paulo pilot cases in a 36-store pharmacy chain (26% conversion, R$1M incremental sales) and an atacarejo store (34% conversion, R$200k+ sales over 7 days). Cumulative platform activity is reported at 5+ million mimos delivered and 2+ million in-person services.

Mimoo monetizes through three documented streams: Mimo activation fees paid by retailers and manufacturers to run verified-traffic campaigns, inventory conversion campaigns that monetize write-off products, and outcome-based trade spend optimization that charges for verified behavior rather than exposure. Pricing is quote-based and undisclosed. Go-to-market is sales-led via WhatsApp contact with specialists, paired with limited proof-of-concept pilots to demonstrate ROI before scaling — a motion visible across all four named enterprise cases. As of source material, operations are confined to São Paulo, Brazil, and only two undisclosed-amount funding checks are recorded (Hindiana in 2021 and AcNext Capital in 2022).

Name

Mimoo

Legal name

Mimoo

Website

https://mimoogratis.com.br

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Mimoo is a São Paulo-based B2B2C platform that activates CPF-verified consumer behavior in physical retail through a mobile app, converting trade spend and write-off inventory into measurable foot traffic for retailers and manufacturers.

Ownership category

akta.pro rank

Product category

Retail Media and Behavior Activation Platform

NAICS

Hobby, Toy, and Game Retailers (45912)

akta.pro primary industry

In-Store Marketing & Retail Activation (POS/POP, Displays) (MPAAAJAC)

akta.pro secondary industries

Brand Activations & Pop-Ups (Retail/Street/Guerrilla) (BPAFAGAF), Mass Beauty & Drugstore Beauty Distribution (CRAOAEAA)

Keywords

• Retail media platform
• Behavior activation system
• Consumer loyalty app
• Trade spend optimization
• Inventory conversion platform

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Mimo activation fees: Retailers and manufacturers pay to activate mimo campaigns that drive verified foot traffic. Pricing based on volumes by store, day, and time with contracted results. Revenue is incremental and verified by the retailer.
2. Inventory conversion campaigns: Transforms write-off and delist inventory into traffic activation. Manufacturers and retailers finance behavior results from products already written off in budgets, turning predicted losses into strategic value.
3. Trade spend optimization: Trade spend that traditionally financed exposure (discounts, promotions) now finances verified behavior. Each real behavior has a verifiable event as counterpart — not an estimate or projection.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels3 records

Core offering

Mimoo provides a behavior activation platform for physical retail that connects consumer-facing mobile app users to brick-and-mortar stores through "mimos" (perks/gifts). Retailers and consumer goods manufacturers pay for activation campaigns that convert dead inventory, trade spend, and promotional budgets into CPF-verified in-store visits, with full behavioral data capture and incremental sales verification.

Product overview

Mimoo offers a unified platform centered on the Mimoo App and the Mimo Economy system — a behavior activation platform for physical retail. The system enables brands and retailers to offer 'mimos' (perks/gifts) in exchange for verified physical store visits, capturing CPF-verified behavioral data that goes beyond transactions. The platform includes a Zero Waste/Zero Perdas module that converts write-off inventory into customer engagement, and a Retail Media Platform module that transforms physical stores into media and traffic generation channels. Together, these products enable planned store traffic with predictable volumes, behavioral data capture, and incremental revenue verification.

Differentiator

Problem solved

Functional benefit

Brands

• Mimo Economy: The 1st behavior activation system for physical retail, described as enabling physical retail to know not just the CPF but the person and what made them appear.

Products and services

• Mimoo Mobile App Consumer-facing mobile application where end users discover mimos (perks/gifts), reserve store visits, confirm identity via CPF at point of sale, and redeem perks. Drives 5+ million mimo deliveries and 2+ million in-person services.
• Mimo Economy (Behavior Activation Platform) Core B2B platform that captures CPF-verified behavioral data — who appeared, when, and at which store — enabling retailers and manufacturers to activate planned store visits with contracted volumes by store, day, and time, and to convert dead inventory into traffic without discounts.
• Retail Media Platform Platform module that turns physical retail locations into media and traffic generation channels, enabling planned visits with contracted volumes and predictable results by store, day, and time.
• Zero Waste (Zero Perdas) Solution module that transforms write-off inventory and delisted products into identified retail traffic, preserving brand positioning without discounting. Validated by Colgate (+100k delist products) and Saint-Gobain (+300k products converted from write-off).
• Product Launches (Launch Solution) Go-to-market solution that delivers product trials and launches to identified consumers with documented real behavior, going beyond traditional sampling.
• Micro Creator Program Program that connects pre-qualified micro-creators with real product experiences at physical stores, generating authentic content grounded in verified in-store behavior rather than briefings.

Quantifiable outcome

• 26% conversion from mimo redemption to purchase in pharmacy (36 stores, São Paulo)
• +7 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• I2WminorOthersI2W is mentioned as the developer of the Mimoo website (mimoogratis.com.br). This appears to be a web development/agency relationship rather than a strategic partnership.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Shopkick: Mobile app rewarding consumers for in-store visits and purchases; closest functional analog with a B2B monetization model tied to verified foot traffic to brick-and-mortar retailers and brands.
• Catalina Marketing: Personalized digital media platform targeting shoppers at point of sale with offers and content, monetized by CPGs and retailers seeking measurable in-store conversion — closely aligned to Mimoo's verified-behavior proposition.
• Quotient Technology / Neptune Retail Solutions: Retail media network enabling CPGs to activate digital coupons and promotions tied to shopper identity at point of sale; comparable mechanism and customer base to Mimoo's behavior activation.

Emerging players

• Sampler: Direct-to-consumer product sampling platform delivering product trials to identified consumers; overlaps with Mimoo's trial-generation and micro-creator use cases for CPG brands.
• Influenster: Product sampling and review community connecting consumers with CPG trials; partial overlap with Mimoo's sampling, micro-creator, and Zero Perdas use cases.
• Snappy Gifts: Digital gifting and rewards platform used by brands to send perks to consumers, paralleling Mimoo's "mimo" reward mechanic though primarily digital.
• Yotpo: UGC, reviews, and loyalty platform serving D2C and retail brands with engagement and retention tools; overlaps with Mimoo's loyalty-adjacent consumer engagement and CPG activation use cases.

Broad incumbents

• Criteo: Large commerce media platform extending from digital retargeting into retail media; competes for a portion of the same trade-spend budget Mimoo targets, though primarily digital rather than physical-store.

Regional players

• Linx / Stone (Linx): Brazilian retail technology platform providing POS, commerce, and increasingly retail media solutions to physical retailers — same geography and overlapping retailer customer base as Mimoo.
• Méliuz: Brazilian cashback and coupon platform monetized by retailer/brand commissions; comparable Brazilian consumer app + B2B monetization model, though focused on price rather than behavior.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mimoo