Dive Brief:
- BP’s retail division has joined the Axonet Retail Media Network, according to a Wednesday announcement.
- Starting in late Q3, shoppers will see targeted in-store advertisements at BP-owned stores as well as promotions within BP’s Earnify loyalty program.
- BP joins a handful of other convenience store operators that have recently incorporated retail media into their operations.
Dive Insight:
BP is the latest major chain to link up with Axonet and its c-store focused retail media network. Late last year, EG America signed on with the company, and in July Axonet announced that Parker’s Kitchen had joined.
The latest deal indicates significant momentum for Axonet, which parent company W. Capra Consulting Group launched in 2023 as a dedicated retail media firm for the c-store industry. It also highlights growing interest from convenience store chains looking to capitalize on advertising tied to impulse purchases, fuel and more. Wawa, Casey’s General stores, TXB and 7-Eleven have developed their own retail media networks.
In addition to in-store touchpoints and loyalty promotions, BP will also offer digital coupons and rebates through Allure, Axonet’s national coupon network.
“bp and its family of brands represent one of the premier C-store footprints in the U.S," Patrick Raycroft, CEO and co-founder of Axonet, said in a statement. "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.”
BP is rapidly expanding its store footprint while also trimming costs. It plans to add hundreds of locations globally over the next several years and is currently in the process of cutting 5% of its workforce. Earlier this summer, the company parted ways with Jack Benoff, its director of digital and loyalty for U.S. convenience stores, who spearheaded the development of the Earnify loyalty program
