Dive Brief:
- Love’s Travel Stops & Country Stores has launched a proprietary retail media network, the company announced on Tuesday.
- Love’s Media Group is the first network focused on reaching professional drivers at scale, according to the release. The travel center company has hired Tommy Greenberg as senior director of the division. He brings more than eight years of retail media experience to the role.
- Love’s is the latest c-store operator to wade into the retail media waters, joining large companies such as 7-Eleven and Wawa, as well as smaller chains like Weigel’s and TXB.
Dive Insight:
Love’s Media Group offering creates a unified advertising platform that encompasses its loyalty and mobile presence, in-store media and pump screens in the forecourt across its 664 locations in 42 states.
The platform’s focus on professional drivers, which are “a high-frequency audience that traditional digital advertising struggles to access,” gives it a point of differentiation in the increasingly crowded retail media space, Love’s said.
“We’re uniquely positioned at the intersection of mobility, loyalty and commerce,” said Patrick McLean, chief marketing officer of Love’s. “With our nationwide footprint and deep relationships with both professional drivers and travelers on the road, we can offer advertisers something no one else can — direct access to a high-volume, high-intent audience in motion.”
Love’s hired Greenberg from home improvement company Lowe’s, where he spent about four and a half years as the director of advertising sales for Lowe’s Media Network. Greenberg built the client services team and operational infrastructure for Lowe’s Media Network, according to the press release.
Before Lowe’s, Greenberg spent more than 15 years in various roles with big-box retailer Target, including more than four years as account director at Roundel, Target’s advertising and marketing network, according to his LinkedIn bio.
Love’s announcement comes less than two weeks after Weigel’s revealed its Milk Crate Retail Media Network. That Tennessee-based retailer will have advertising inventory across all media it owns, including its app and website as well as audio, video, streaming and social media.
