Dive Brief:
- EG America, the U.S. arm of U.K. convenience retailer EG Group, has joined Axonet’s aggregated retail media network, the companies announced Tuesday.
- The partnership will add all of EG America’s 1,500-plus stores to Axonet’s network in Q1 2025. This will allow advertisers to reach shoppers via multiple touchpoints, including at fuel pumps and through offsite ads.
- While some convenience store companies have created their own retail media networks, Axonet’s platform aggregates access to all its c-store members and allows smaller chains and independent operators to also tap into the benefits.
Dive Insight:
Partnering with Axonet saves EG America from having to develop a retail media network from the ground up and allows it to tap into Axonet’s expertise. Even for companies that have their own networks, outsourcing portions of the program can be helpful.
EG America expects to integrate retail media into its SmartRewards loyalty program, according to the announcement, which should result in more personalized offers and promotions for members.
“By leveraging Axonet’s technology and our extensive network of stores and SmartRewards members, we’ll provide CPG brands with a powerful platform to reach consumers at key moments in their shopping journey,” said John Carey, president and CEO at EG America, in a statement.
EG America, based in Westborough, Massachusetts operates more than 1,500 stores in around 20 states under a variety of banners, including Cumberland Farms, Fastrac, Kwik Shop and Loaf N’ Jug.
