EG America, Westborough, Massachusetts, is partnering with Axonet, a c-store retail media (RMN) network company based in Chicago, to deploy a RMN. It will empower advertisers to engage EG America shoppers across various touchpoints, from offsite interactions to in-store experiences, the company said.
EG America is No. 5 on CSP’s 2024 Top 202 U.S. c-store chains by store count.
Retail media networks connect retailers and consumer-packaged goods (CPG) brands with the help of technology suppliers. RMNs are about taking consumer data and allowing that data to be used to serve relevant ads to consumers in partnership with CPG companies. These ads can exist both on- and off-site, whether it’s inside stores, on websites or via apps.
- Learn more about retail media networks from CSP’s RMN Forum coverage.
Through this partnership, EG America will leverage solutions to enhance the shopping journey, further personalize offers and promotions for its SmartRewards loyalty program customers and strengthen brand partnerships.
For CPG brands, this alliance presents new possibilities for targeted advertising throughout the buying journey. Advertisers will have the ability to activate EG America shoppers at critical points—from digital engagement to in-store promotions—enhancing how they interact with potential customers. This partnership marks a pivotal shift in how CPGs can leverage retail media to maximize their impact and drive sales.
“We’re constantly innovating to elevate the guest experience and offer impactful solutions for our brand partners,” said John Carey, president and CEO of EG America. “By leveraging Axonet’s technology and our extensive network of stores and SmartRewards members, we’ll provide CPG brands with a powerful platform to reach consumers at key moments in their shopping journey. This partnership is a win-win for EG America, our guests, and the brands we partner with, and we look forward to the exciting possibilities it unlocks.”
This partnership also signifies Axonet’s expanding reach and capabilities within the retail media space and underscores its commitment to driving meaningful connections between brands and consumers. By leveraging EG America’s highly engaged audience, particularly through its SmartRewards loyalty program, Axonet is poised to deliver advertisers unparalleled opportunities to influence shopping behavior.
Founded in 2001 by the Issa family, Blackburn, United Kingdom-based EG Group is a gasoline forecourt and retail convenience operator with more than 6,200 sites across the United Kingdom and Ireland, Europe, the United States and Australia. In 2018, EG Group established itself in the United States as EG America by acquiring Kroger’s 762-site c-store network, which included the Turkey Hill, Loaf 'N Jug, Kwik Shop, Tom Thumb and Quik Stop banners. It acquired TravelCenters of America’s Minit Mart convenience-store business in 2018. The portfolio included 225 c-stores. And in 2019, among other acquisitions, EG Group acquired Cumberland Farms and its nearly 660 c-stores in the Northeast and Florida.
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