Major US fuel retailer and shop operator 7-Eleven aims to have one of the biggest commercial radio stations in America, operating throughout its store networks
Gulp Radio is in more than 4,000 stores as of April, and expectations are for it to be broadcasting in more than 12,000 7-Eleven, Speedway and Stripes locations by the end of July..
The new venture is a recent addition to 7-Eleven’s Gulp Media, the c-store industry’s largest retail media network that’s capitalizing on a sprawling network of stores serving millions of customers.
“Recognizing that over 90% of convenience store transactions still occur in-store and since most of the products we sell are impulse purchases, it felt like a natural next step in our store evolution,” said Mario Mijares, vice president of marketing, loyalty and monetization platforms with 7-Eleven Inc. “This meant that in-store media had to be a core component of the Gulp Media offer.”
While there are many pieces to retail media, audio carries a few unique benefits, noted Nick Larkins, co-founder and chief product officer with QSIC, 7 Elevens partner in this venture.
Audio can blanket an entire store and reach every shopper that steps inside. And the stores can thread in music between the promotions that can enhance the customer experience.
“We have purpose-built this station for retailers and CPGs to basically engage shoppers at the point of purchase via providing music as experience, but also value-added messaging and advertising,” Larkins said.
Full article A deeper look at 7-Eleven’s massive commercial radio station | C-Store Dive
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