Energy and convenience-store company bp—with a U.S. retail footprint of more than 8,500 Amoco, Thorntons, ampm and TravelCenters of America locations—has joined the Axonet Retail Media Network (RMN).
- bp America Inc. is No. 5 on CSP’s 2025 Top 202 ranking of U.S. convenience-store chains by store count.
Through bp’s earnify loyalty program and in-store touchpoints, Axonet will enable consumer packaged goods (CPG) brands to connect with bp customers through targeted media and national offers starting in late third-quarter 2025.
This partnership, which will build engagement between brands and c-store shoppers, adds to Axonet’s reach within the retail media space, it said. It reflects an ongoing investment in digital customer experience innovations.
Within the Axonet RMN, bp will also be joining Allure, Axonet’s national coupon network, to offer digital coupons and rebates redeemable at all bp locations within its portfolio of brands. Allure’s allows retail locations to activate savings directly at the store level without the need for backoffice setup. This will enable CPG brands to seamlessly and efficiently attach national offers to media activations directed at bp customers.
“We are laser-focused on providing our shoppers with exceptional value and experiences at all of our convenience and branded locations,” said Joe Fumo, head of digital enablement for bp’s US mobility and convenience business, based in Chicago. “Working with Axonet accelerates and enhances our ability to deliver relevant content and meaningful in-store offers to our guests, which will in turn drive higher loyalty engagement and strong returns for advertisers.”
“bp and its family of brands represent one of the premier c-store footprints in the U.S. Their investments into shopper experiences and C-store innovation provide our advertisers with a pivotal opportunity to activate bp customers and influence at their point of purchase,” said Patrick Raycroft, CEO and co-founder of Axonet, Chicago. “We are thrilled to partner with the forward-thinking team at bp to help deliver positive customer experiences, operational excellence, and streamlined solutions for brands to reach shoppers along their purchase journey.”
Axonet’s goal is to improve shopper experiences and omnichannel marketing performance transparency by aggregating and normalizing store, SKU and loyalty purchase data at scale across a nationwide network of c-store retailers, it said. It facilitates the value exchange between retailers, CPG brands and the difficult-to-reach audience of high-frequency, impulse-driven and immediate consumption convenience-store customers, it said.
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.