The way retailers and suppliers talk to consumers is changing. And part of that change involves retail media networks (RMNs).
“How do we combine the traditional media, all the way to the retail media, and everything in between? That’s going to be who’s going to win in this space in the future,” said Tommy Greenberg, general manager of Love's Media Group, the RMN that Love's Travel Stops & Country Stores launched earlier this month.
Greenberg spoke at CSP’s C-StoreTEC event on Tuesday in Plano, Texas.
Love's Media Group transforms Love's physical and digital assets into an advertising platform spanning the customer journey from fuel pump screens and in-store digital signage to the Love's Connect mobile app and My Love Rewards loyalty program, the travel center chain previously told CSP. Love's Media Group leverages the Oklahoma City-based company's 662 locations across 42 states to create an advertising platform that connects brands with professional drivers and everyday travelers.
- Love’s Travel Stops is No. 15 on CSP’s 2025 Top 202 ranking of U.S. convenience-store chains by store count.
To lead the RMN, Love's appointed Greenberg in early October as senior director of Love's Media Group. Greenberg previously built the client services team and operational infrastructure for Lowe's Media Network and Target Corp.’s Roundel, where he led retail media sales efforts.
There are different opportunities in convenience stores than there are in big-box retailers, Greenberg said.
“If you look at a big-box retailer at 80,000 to 100,000 square feet, that's a lot to think about, ‘How are we going to talk to someone?’ When you get down to 4,000, 6,000 square feet and you have this immersive experience, you really have an opportunity to influence the customer in a way that you cannot do anywhere else. And I think the willingness of a customer at the c-store space is so open to be influenced,” he said.
In May, Love’s also hired Patrick McLean as its first chief marketing officer, who helps the company build alignment internally, Greenberg said. McLean brought a shift in mindset for the company from marketing being a detractor on P&L (profit and loss) to a revenue generator, Greenberg said.
“If we think about retail media playing a portion of that, it's also loyalty and personalization,” he said. “And so, ensuring that as we look at, ‘What will commerce, what will retail in the c-store space look like in the future?’, the silos have to be broken down.”
As Greenberg builds the team at Love’s Media Group and grows the business, he hopes to create a culture of commitment. Part of that is having everyone on the team assuming positive intent.
“We have to assume the people we're working with are trying really, really hard to do the right thing. And the right thing is drive the Love’s business in the best capacity,” Greenberg said. “It doesn't mean they don't have different incentives, different goals. And that's where you get into that part of the discussion where, if you assume positive intent, you can have a real conversation.”
Looking to 2026, Greenberg said the biggest goal is to establish a baseline of how the group operates, and starting to make sure that Love’s Media Group is recognized as a connector of all things Love’s.
Measuring success is a critical part of this. Greenberg said Love’s is looking into testing control stores so they can compare stores with advertising and without to see how they perform.
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