Adrian J Cotterill, Editor-in-Chief
7-Eleven, Inc. announced this week an expanded deployment of 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, which includes all 7-Eleven, Speedway and Stripes stores nationwide.
Gulp Radio is already in more than 4,000 stores, and 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.
The Gulp Radio network’s expansion is the result of an extended partnership with audio retail media platform Qsic, which has allowed 7-Eleven to more quickly develop and bring audio messaging to market. 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. On average, 7-Eleven® store locations with Gulp Radio network (or 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. 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.”
Launched in October 2022, Gulp Media Network is America’s largest coast-to-coast immediate consumption Retail Media Network designed to leverage 7-Eleven’s customer purchase and behavioral data, which is 95 million loyalty members strong, or approximately one in four Americans.
“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.
*Data derived from the Interactive Advertising Bureau (IAB) Measurement, Addressability and Data Center’s “Digital Out of Home (DOOH) & In-Store Retail Media Playbook 2024”.
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