Dive Brief:
- Weigel’s is developing a retail media network, a company spokesperson confirmed to C-Store Dive.
- The 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, the spokesperson said.
- Weigel’s joins industry heavyweights like 7-Eleven, Wawa and Casey’s General Stores as well as fellow strong regional players like TXB in offering their own retail media programs.
Dive Insight:
U.S. retail media network spending surpassed $6 billion last year and is expected to eclipse $10 billion by 2030, according to data from Grand View Research. With the release of Weigel’s Milk Crate Retail Media Network, the convenience retailer can start earning a slice of that market while serving relevant ads to those shoppers.
Weigel’s, which has around 90 locations across Tennessee, revealed the retail media program as part of its Weigel’s Days presentation, according to a LinkedIn post from its spokesperson, who did not respond by press time with details about the program’s timeline.
Regional players like Weigel’s that have or are developing retail media offerings can be particularly interesting for advertisers, experts noted.
“The client base that you reach by taking that approach is very different, very complementary, and in many cases, more interesting than if you try the usual larger retailers,” said Enrique Muñoz Torres, general manager of Bridg, a firm that helps retailers optimize their customer data, earlier this year.
The announcement of its retail media network continues a busy year for Weigel’s. In addition to continuing to refine its foodservice menu, the retailer named Douglas Yawberry as its new CEO in May and debuted a new style of car wash in July.
