Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a account? Log In

Unlocking the Potential of Offline Retail Media Networks

Lila Margalit
March 22, 2023
Unlocking the Potential of Offline Retail Media Networks

Our recent white paper dove into the data to explore some of the ways that retailers and advertising partners can harness foot traffic analytics along with other location-based metrics to maximize retail media networks and create substantial win-win opportunities. Below is a taste of our findings. For the full report, click here

Finding the Right Markets with C-Stores

One of the primary benefits that retail media networks offer advertisers is the potential to reach customers so close to the point of purchase. And with huge fleets covering vast areas of the country, convenience stores are extremely well-positioned to meet this need. 

In October 2022, 7-Eleven announced the creation of Gulp Media, an advertising network that allows partners to create highly targeted ad campaigns using the chain’s first-party data. While the network initially launched online, the company has already indicated plans to explore in-store partnerships. And with over 9,400 stores in 38 states, and consistently increasing foot traffic, America’s largest c-store has tremendous physical reach. 

Iowa-based Casey’s followed suit in December 2022, announcing plans to launch a retail media network in early 2023. The network – dubbed Casey’s Access – will allow partners to advertise across its various channels, including in its stores, at the pump, and online. Like 7-Eleven, Casey’s also boasts a huge offline footprint with over 2,400 stores across 16 Midwestern states, and the chain saw significantly more visits and visitors in 2022 than in previous years. 

Matching Campaigns to Local Markets

Casey’s and 7-Eleven’s significant offline presence means that advertising partners who leverage these companies’ media networks can reach large numbers of consumers at the point of purchase. But strategic marketers can take their campaigns one step further by analyzing location intelligence metrics for these chains and identifying venues and regions that cater to specific consumer segments. For example, a restaurant chain looking to attract families with children can use foot traffic analytics to identify stores that cater to its target demographic – and direct its advertising spend accordingly. 

To better illustrate the potential of location intelligence for targeted offline campaigns, we analyzed the demographics of nationwide and statewide visitors to 7-Eleven and Casey’s using the STI: Popstats dataset. We then compared the share of households with children in each chain’s True Trade Areas to statewide averages, to see which media network offers a better fit for marketers looking to reach families. 

As shown in the graph below, the appeal of both 7-Eleven and Casey’s to parental households varies significantly across states. In Ohio, for example, where both chains have a significant presence, 7-Eleven’s trade areas have 6.0% fewer families with kids than the statewide average, while Casey’s trade areas have 6.0% more. On the flip side, 7-Eleven’s Tennessee trade areas have 2.6% more families with children than the Tennessee statewide average, while Casey’s trade areas tend to have fewer such households. 

So for marketers promoting a kid-friendly restaurant concept or even products in the store that resonate with the audience, Casey’s locations in Ohio may be a better fit while 7-Eleven would be more suitable in Tennessee. And by the same token, companies marketing more gourmet offerings targeted at adults may choose to focus their efforts on 7-Eleven in Ohio and on Casey’s in Tennessee.

For more insights into how retailers, CPG companies, and other advertising partners can leverage location intelligence to make the most of retail media, read the rest of the white paper here.

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Free
Oops! Something went wrong while submitting the form.
Text Link
White Paper
Text Link
Convenience Stores
Text Link
Retail Media Network
Coffee Chains: Q1 2024 Update and What’s Changed Since COVID
Checking in with RBI and YUM!
Chipotle & McDonald's Serving Up Success
Wingstop & Shake Shack Continue Growing Their Reach 
Strong Start for Sprouts in 2024
Crocs’ Footwear Fairytale
Who Attends NCAA Final Four Events?
Eclipse Fever: How Did the (Retail and Hospitality) Stars Align?
Exploring Albertsons Companies’ Grocery Growth Mall Index: March 2024 Recap – Malls Rise Again Office Index: March 2024 Recap
Florida Spring Break Break-Up? Travelers Still Love Florida!
Provo-Orem and Ogden-Clearfield Emerging As Utah Hotspots 
Three Formulas for Experiential Retail in 2024
Aldi & Lidl Making The Cut
Texas Suburbs on the Rise
Exploring Luxury Hotel Brands’ Guest Segmentation
The St. Patrick’s Day Effect
How Can JOANN Make a Comeback?
Panera Bread Well Positioned for Possible IPO
Who Will Benefit From Family Dollar’s Downsizing?
Dave & Buster’s and Main Event Entertainment: Food and Fun for Everyone
Darden Brands: Location Analytics and Consumer Behavior
Nike and lululemon: a Strong 2023, Sprinting into 2024
Where Is Retail and Dining Foot Traffic Thriving in Early 2024? White Paper Recap – February 2024
Three Retail & Dining Chains That May Surprise in 2024
Specialty Discount Chains Rock Retail Therapy Mall Index: February 2024 Office Index: February 2024 Recap
Ulta Beauty Continues To Shine
First Watch Sails Into 2024
Hibbett Sports and DICK’S Sporting Goods: A Psychographic Analysis
Checking in With Discount & Dollar Stores
Peeking Behind The Curtain: Movie Theaters in 2023 and Beyond
Diving Into Brick-and-Mortar Eyewear
Getting Into Gear: Exploring The Auto Part Industry
Recapping Valentine’s Day 2024 Foot Traffic Trends
Fitness: A Strong Start to 2024
Dutch Bros. Continues To Percolate Visits
Super Bowl 2024:’s Postgame Foot Traffic Analysis
CAVA & sweetgreen Are On the Rise
Hats Off For Off-Price
Who Is Shopping at Malls?
Drilling Down Into Home Improvement
Walmart, Target, Costco & Superstore Space 2023 Recap
Catching Up With Shake Shack and Wingstop
Something To Chew On: Demographic Shifts at Steakhouse Chains Office Index: Looking Back at 2023
Recapping RBI & Yum! Brands’ 2023 Foot Traffic Performance White Paper Recap – January 2024
Who Shops at Anthropologie and Urban Outfitters?
Three Taco Chains to Watch in 2024
Starbucks and Dunkin’: 2023 in Four Data Points
Who Visits CVS and Walgreens?
Fashionably Frugal: Apparel in 2023
Catching Up With Fast Food
The Grocery Sector in 2023: An End-of-Year Recap
3 Mall & Shopping Center Trends for 2024
Bakery Chains Rising To The Top and Esri Partner to Deliver Geospatial Analytics
Tampa Tourism Trends
Going For The Green: The Changing Dynamics Of Country Clubs
Christmas Day Dining Recap
Major Urban Shopping Districts – Holiday Season Recap Office Index: December 2023 Recap
Recapping the 2023 Holiday Shopping Season White Paper Recap – December 2023
7 Retail & Dining Segments to Watch in 2024
Diving Into Holiday Season Favorites
Super Saturday and Christmas Eve Eve: A Winning Combination
3 Budget Grocery Chains Finishing 2023 On a High Note
Making It In America: International Chicken Chains Bring The Heat
Domestic Tourism at a Glance: A Q3 2023 Roundup
Five Pizza Chains On The Rise
Jewelry Brands Taking Advantage of the DTC Opportunity
Secondhand News: Kids' Thrift Shops
Recapping 2023’s Dining M&As
MetLife Stadium Kicks Off Football Season Office Index: November 2023 Recap
Small Coffee Chains Brewing Big Success White Paper Recap – November 2023
Thanksgiving Travel 2023 Recap
Checking in With Nike and Lululemon
Black Friday 2023 Retail Recap
Starbucks’ 2023 Holiday Menu & Red Cup Day Performance
Turkey Wednesday 2023
Who Attended the 2023 Pickleball Championship? 
Three Surprising Holiday Shopping Trends
What’s in Store for Ulta Beauty This Holiday Season?
Best Buy and Department Stores: A Holiday Deep Dive
Discount & Dollar Stores: Strength Toward The End of the Year
The State of Off-Price Retail: Discounts Seal The Deal
Placer Mall Index Recap: October 2023 Office Index: October 2023 Recap
Retail Corridors Ahead of the 2023 Holiday Season
California, Here Gap Comes
Checking in With Home Improvement
Getting Into the Glasses Game: Warby Parker Takes Over
Fitness Positioned for a Strong 2023 Finish