ANKENY, Iowa—Casey’s announced it will launch its own retail media network called Casey’s Access in early 2023. One of the firsts in convenience, Casey’s Access will be the only end-to-end retail media business bringing together convenience guest data alongside Casey’s pizza restaurant offering, the convenience retailer says.

“We are excited to launch Casey’s Access and work with partners as we evolve our consumer messaging to omnichannel marketing that deepens the relationships with our guests. Our program will harness the power of first-party data and our API-led technology stack to leverage new capabilities and generate value,” said Art Sebastian, vice president of digital experiences, Casey’s. “Casey’s holds a unique position in retail media because we own and operate all our locations and attract a guest that chooses us for typical convenience store offerings as well as our one-of-a-kind, handmade pizza and prepared food business.”

Consumer goods packaged goods companies and other vendor partners will be able to leverage data to connect audiences with relevant promotions, offers and marketing content. The program also provides partners the benefit of all owned and operated store locations delivering strong, consistent execution from digital to brick-and-mortar experience.

Through Casey’s Access, brands will be able to target customers visiting Casey’s more than 2,400 stores across 16 states; have an omnichannel presence with in-store, online and at-pump opportunities for consumers to transact; have on-site owned media, in-store media and off-site paid media leveraging first-party data; and campaign measurement and analytics to enable ongoing investment optimization.

“During Joint Business Planning over the past 2+ years, we have leaned heavily into the notion that Casey’s is the place where partnering CPGs will receive outsized returns on their investments. To date this has served us well and Casey’s continues to deliver,” wrote Casey’s in a statement. “Casey’s Access is another key component of the Casey’s value proposition that partners can leverage to help insure the activation and overall success of their key programs and innovation.”

The company has selected Citrus Ad to build and launch the in-house, retail media network.