Wawa Inc. has launched its own retail media network (RMN) called the “Goose Media Network.” The new RMN will support customers’ convenience-store shopping experience in new ways by allowing them to engage with partner brands through custom ads and campaigns across a variety of digital channels.
Current product and brand partners will be able to participate in programs delivering promotions on Wawa’s websites, on the mobile app or at a Wawa convenience store through video at the pump, all with visually appealing media that allow visitors to discover and engage with their product, brand and Wawa’s offerings.
“Goose Media Network elevates convenience by delivering offers to customers right where they shop and allows us to build new connections with our customers and partners’ brands,” said Melissa Seabright, advertising manager for Wawa. “This new opportunity will help connect our customers with new and relevant offers from brands they love while allowing us to increase visibility for our product partners.”
Wawa partnered with Publicis Groupe’s Publicis Sapient, Epsilon and CitrusAd to bring together their digital business transformation services, retail media expertise and advertising technology platform.
“Brands will reach shoppers and customers will more easily find products, try new products and discover new brands,” said Ganesh Rangarajan, group vice president and managing partner at Publicis Sapient.
To kick off the Goose Media Network, Wawa is leveraging its recently transformed digital experience and technology infrastructure to provide customers with multiple methods, including onsite, mobile app and offsite placements, to view partner products. Vendor partners and brands will be able to deliver customizable offers, marketing promotions and other relevant content to customers across Wawa’s more than 1,000 convenience stores.
- Wawa is No. 9 on CSP’s 2023 Top 202 ranking of convenience-store chains by store count.
The Wawa, Pennsylvania-based c-store chain offers freshly prepared foods, beverages, coffee, fuel services and surcharge-free ATMs. Stores offer a large fresh foodservice selection, including Wawa brands such as custom prepared hoagies, freshly brewed coffee, hot breakfast sandwiches, hand-crafted specialty beverages, a dinner menu including burgers and pizza along with an assortment of soups, sides and snacks.
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