Convenience retail chain 7-Eleven has revealed plans to expand its Gulp Radio network to 5,000 stores in the US by the end of this year.
The retailer plans to deploy the network to more than 12,000 stores by the end of 2025, including all 7-Eleven, Speedway, and Stripes shops.
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The in-store audio network, currently deployed in more than 4,000 stores, provides a platform for advertising and messaging directly to shoppers at the point of purchase.
7-Eleven noted that the stores equipped with the Gulp Radio network have reported a sales increase of between 5% and 9%.
The expansion of the Gulp Radio network is a result of a strengthened partnership with audio retail media platform Qsic.
This collaboration has enabled 7-Eleven to quickly develop and deliver audio messaging to the market.
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By GlobalDataQsic’s AI-powered creative audio development allows for the efficient creation of localised advertisements that engage target audiences during peak times using first-party data to gauge impact and revenue lift.
7-Eleven marketing, insights, loyalty and monetisation platforms vice-president Mario Mijares said: “Audio is the easiest and most cost-effective way to influence consumer behaviour within the convenience store environment.
“Qsic’s audio platform authentically connects with in-store customers to immediately drive measurable results for our brand partners.
Qsic has already proven its value in our stores, we’re excited to extend our partnership with them throughout the US.”
Qsic’s proprietary technology ensures each advertisement is heard clearly by dynamically adjusting audio volume based on ambient noise levels.
This surpasses IAB [Interactive Advertising Bureau] standards and provides precise timestamps for each ad, offering unparalleled validation for in-store media compliance.
Qsic co-founder and chief executive officer Matt Elsley said: “Gulp Radio network has already driven significant results for advertisers by optimising in-store assets to influence shoppers at the point of purchase. In-store retail media presents a huge opportunity for brands to drive more conversions, and 7-Eleven and Gulp Radio are at the forefront.”
Launched in October 2022, Gulp Media Network is one of America’s largest immediate consumption Retail Media Networks.
It uses 7-Eleven’s extensive customer purchase and behavioural data from its 95 million loyalty members to deploy advertising across various platforms, including social media, display ads, and gas pump TVs throughout its store network in 47 of the top 50 DMAs [designed market areas] in the US.
Last month, 7-Eleven’s parent company Seven & I reported a substantial increase in total sales, reaching Y9.28tn ($62.25bn) in the first half (H1) of the fiscal year 2024 (FY 2024).
