7-Eleven is expanding the deployment of its Gulp Radio programming, announcing that it will feature in 5,000 7-Eleven, Stripes, and Speedway stores across the U.S. by the end of 2024 and more than 12,000 stores by the end of 2025.
“Currently in more than 4,000 stores, Gulp Radio network offers an opportunity to influence the shopper at the point of purchase by deploying advertising and messaging via in-store audio. Once fully deployed at scale, Gulp Radio will be one of North America's largest commercial radio networks enabling advertisers to reach the world's largest convenience chain's 13 million daily shoppers,” said the retailer in a press release.
The retailer partnered with audio retail media platform Qsic for the expansion, and “through Qsic's AI-powered creative audio development, 7-Eleven more efficiently generates localized audio advertisements that reach target audiences during peak times—all backed by first-party data to measure the impact and determine revenue lift.”
7-Eleven reported that on average, store locations with Gulp Radio network have experienced between 5-9% overall sales lift.
"Audio is the easiest and most cost-effective way to influence consumer behavior within the convenience store environment. Qsic's audio platform authentically connects with in-store customers to immediately drive measurable results for our brand partners," said Mario Mijares, vice president of marketing, insights, loyalty, and monetization platforms at 7-Eleven Inc. "Qsic has already proven its value in our stores. We're excited to extend our partnership with them throughout the U.S."
"Gulp Radio network has already driven significant results for advertisers by optimizing 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," said Matt Elsley, co-founder and chief executive officer at Qsic.
Read more about retail media networks, including Gulp Radio, in “Revving Up With Retail Media Networks” in the October issue of NACS Magazine.
This week, 7-Eleven also announced a new $1 donut deal. Now through November 15, customers can purchase an unlimited number of glazed donuts for $1 each, the company told NACS Daily in an email.
It’s also the retailer’s 60th anniversary of serving to-go coffee this year, and to celebrate it is offering 7Rewards and Speedy Rewards members 60-cent small coffees every Monday through December at participating stores.
Customers can also get a limited-edition 60th-anniversary mug and try the new Birthday Cake Cappuccino dessert, a yellow cake treat topped with cappuccino-flavored frosting and sprinkles, available at 7-Eleven locations.