Weigel’s said that it “is rethinking how audio functions inside the convenience environment” through its growing retail media network, Milk Crate Media.

The company partnered with My InStore Radio, Weigel’s in-store radio provider, to move “beyond background music to a more intentional, community-aware and commerce-driven channel,” the company said in a press release.

Weigel’s said that by leveraging My InStore Radio’s platform and integrating it into Milk Crate Media, it can curate music and messaging that aligns with each store’s environment, time of day and guest behavior, creating “an audio experience designed to enhance atmosphere, reinforce brand consistency and complement the flow of the store rather than distract from it.”

Additionally, Weigel’s said that the approach creates a “brand-safe, controlled audio environment for vendor and business partners. Through curated ad placements, partners will be able to reach guests at moments of high dwell and intent—inside the store and close to the point of decision—while remaining aligned with Weigel’s standards and guest expectations,” the company said.

Weigel’s noted that as stores continue to serve as both daily touchpoints and community destinations, in-store media is becoming an extension of the retail experience rather than an interruption. “Audio, in particular, offers a unique opportunity to influence mood, support operational flow and deliver relevant messaging without competing for visual attention,” the company said.

Earlier this year, Weigel’s unveiled its newly redesigned app, which it said delivers “a faster, more intuitive experience built around how guests actually shop, earn and save. The updated app reflects Weigel’s continued investment in loyalty, digital convenience and creating meaningful value at every visit.”

The company also launched multiple new features, including MyWeigel’s Pay and the opportunity to earn rewards through trivia.