Weigel’s has launched its own retail media network: Milk Crate Retail Media.
The network officially launched Monday, Weigel’s Director of Marketing and Merchandising Nick Triantafellou told CSP Daily News, but the convenience-store chain has sold media in some degree for several years.
“We’ve built a highly engaged in-store and digital ecosystem through our best-in-class loyalty program thanks to [Weigel’s Director of Loyalty] Jessica Starnes, NIL partnerships and proprietary food programs,” Triantafellou said. “Launching Milk Crate Retail Media allows us to harness that attention and turn it into a structured retail media network—giving brands the ability to target guests with precision and tell their stories across our owned channels. For Weigel’s, it opens up a new revenue stream, deepens vendor partnerships and strengthens how we connect brands with our guests in relevant, contextual ways.”
- Weigel's is No. 84 on CSP’s 2025 Top 202 ranking of convenience store chains by store count.
A retail media network (RMN) is a retail advertising platform that allows brands to leverage retailer first-party data and advertising inventory on a retailer’s on-site, off-site and in-store digital experiences.
Weigel’s joins the growing list of convenience-store chains launching retail media networks. Parker’s Kitchen, Savannah, Georgia, launched its RMN in July in partnership with Axonet. Casey’s, Ankeny, Iowa, recently scaled up its RMN with a partnership with GSTV.
Wawa, 7-Eleven, EG America and GetGo are also among the c-store chains with RMNs.
Triantafellou said Weigel’s customer penetration through loyalty, app engagement and name, image and likeness (NIL) campaigns has grown dramatically over the last two years.
“We’re at a point where we have both the scale and the storytelling power to make retail media a meaningful platform for partners,” he said. “2026 will be our 95th anniversary, and Milk Crate is a core part of how we’ll modernize our marketing stack heading into that milestone.”
Weigel’s recently added new features to its loyalty app. In August, it introduced streaks. Members can tap a button in the app every day to check in, leading to rewards at seven, 14, 21 and 28 consecutive days. The app is powered by Rovertown, Richmond Heights, Missouri. The chain has also boosted its rewards program and social media engagement by leaning into NIL partnerships with University of Tennessee athletes.
Milk Crate Retail Media is tightly integrated with MyWeigel’s Rewards, Triantafellou said. The c-store chain can tie in-store and digital impressions directly to loyalty activations.
Knoxville, Tennessee-based Weigel’s was established in 1931 as a family business selling raw milk. It had 83 stores as of Jan. 1.
Interested in learning more about RMNs? Find out more about CSP’s Retail Media Network Forum here.
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