Convenience store retailers are shaping retail media networks around their own strengths
· 2h ago · Originally reported by CSP Daily News
CSP Daily News reports that convenience store operators are building retail media programs designed for their format, rather than simply replicating the playbooks of large grocery and mass retailers. The coverage explores how c-stores are positioning their on-site and digital audiences as a distinct advertising channel.
Why it matters
Retail media is one of advertising's fastest-growing budgets, and convenience stores hold valuable shopper data from frequent, everyday trips. If c-stores succeed, brands gain a new place to reach buyers close to the point of purchase.
Explain it like I’m new here
Instead of renting out ad space through a giant mall's system, corner shops are setting up their own little billboard business tailored to what they know about their regulars.
Read the original at CSP Daily News
Terms in this story
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
Retail media network (RMN)
A retail media network (RMN) is a retailer's advertising business, including its ad inventory, shopper data, ad technology and sales team, that sells ads to brands on and off the retailer's properties.
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
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