7-Eleven in big expansion of its commercial radio network
7-Eleven Inc. plans to deploy its Gulp Radio network across all its U.S. stores.
Initially launched in October 2022 and currently available in more than 4,000 U.S. stores, the network deploys localized, targeted advertising and messaging to 7-Eleven shoppers via in-store audio. The convenience store giant plans to bring Gulp Radio programming to 5,000 stores across the U.S. by the end of 2024 and more than 12,000 stores by the end of 2025. The rollout includes all 7-Eleven, Speedway and Stripes stores nationwide.
This expansion, occurring as 7-Eleven plans to build 500 new stores between 2025-2027, is the result of an extended partnership between 7-Eleven and audio retail media platform Qsic. The retailer leverages Qsic's AI capabilities to generate localized audio advertisements that reach target audiences during peak times and uses first-party data to measure the impact and determine revenue lift.
According to 7-Eleven, on average, its store locations featuring the Gulp Radio network, programming or broadcasting capability 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,” said Mario Mijares, VP of marketing, insights, loyalty and monetization platforms at 7-Eleven Inc. “Qsic's audio platform authentically connects with in-store customers to immediately drive measurable results for our brand partners."
Other features of the Qsic platform include dynamic adjustment of audio volume based on ambient noise levels to help ensure each ad is heard clearly. Each ad is timestamped to validate in-store media compliance.
Messaging is delivered through in-store channels including displays and gas pump TVs, as well as through social media and connected TV ads.
"Gulp Radio network has already driven significant results for advertisers by optimizing in-store assets to influence shoppers at the point of purchase,” said said Matt Elsley, co-Founder and CEO at Qsic. “In-store retail media presents a huge opportunity for brands to drive more conversions, and 7-Eleven and Gulp Radio are at the forefront."
[READ MORE: Lowe’s adds in-store audio ads to retail media network]
Based in Irving, Texas, 7-Eleven Inc. operates, franchises and/or licenses more than 13,000 stores in the U.S. and Canada. In addition to 7-Eleven stores, the company operates and franchises Speedway, Stripes, Laredo Taco Company, and Raise the Roost Chicken and Biscuits locations.
