7-Eleven Inc. is expanding deployment of Gulp Radio retail media network (RMN) programming to 5,000 of its convenience stores across the United States by the end of 2024 and more than 12,000 stores by the end of 2025, including all 7-Eleven, Speedway and Stripes locations nationwide.
Launched in October 2022, Gulp Media Network is America’s largest coast-to-coast immediate consumption retail media network, according to 7-Eleven. It is designed to leverage 7-Eleven’s customer purchase and behavioral data, with 95 million loyalty members or approximately one in four Americans. Gulp is a closed-loop solution with the ability to track return on ad spend (ROAS) and internet ROAS by deploying advertising and messaging through social, display, gas pump TV, connected TV ads and CRM throughout 7-Eleven’s stores across 47 of the top 50 designated market areas (DMAs) in the United States.
Currently in more than 4,000 stores, Gulp Radio offers an opportunity to influence the shopper at the point of purchase by deploying advertising and messaging via in-store audio. Once fully deployed at scale, Gulp Radio will be one of North America’s largest commercial radio networks, the retailer said, enabling advertisers to reach the world’s largest convenience chain’s 13 million daily shoppers.
The Gulp Radio network’s expansion is the result of an extended partnership with audio retail media platform Qsic, which has allowed 7-Eleven to more quickly develop and bring audio messaging to market. Through Qsic’s artificial intelligence (AI)-powered creative audio development, 7-Eleven can more efficiently generate localized audio advertisements that reach target audiences during peak times, backed by first-party data to measure the effect and determine revenue lift. On average, 7-Eleven store locations with Gulp Radio network or programming or broadcasting capability have experienced between 5% and 9% overall sales lift, the companies said.
“Audio is the easiest and most cost-effective way to influence consumer behavior within the convenience-store environment. Qsic’s audio platform authentically connects with in-store customers to immediately drive measurable results for our brand partners,” said Mario Mijares, vice president of marketing, insights, loyalty and monetization platforms at 7-Eleven.
“Gulp Radio network has already driven significant results for advertisers by optimizing in-store assets to influence shoppers at the point of purchase. In-store retail media presents a huge opportunity for brands to drive more conversions, and 7-Eleven and Gulp Radio are at the forefront,” said Matt Elsley, co-founder and CEO at Dallas-based Qsic.
7-Eleven is No. 1 on CSP’s 2024 Top 202 ranking of U.S. c-store chains by store count.
Irving, Texas-based 7-Eleven operates, franchises or licenses more than 83,000 convenience stores in 19 countries and regions, including more than 13,000 7-Eleven convenience stores in the United States. In addition to 7-Eleven c-stores, the Irving, Texas-based company operates and franchises Speedway and Stripes c-stores and the Laredo Taco Company, and Raise the Roost Chicken and Biscuits restaurant brands.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.