Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a Placer.ai account? Log In
Advertising

Unlocking the Potential of Offline Retail Media Networks

How can advertisers use foot traffic analytics in their retail media networks? We explore the possibilities in our latest white paper - read on for a taste of our findings.

By 
Lila Margalit
March 22, 2023
Unlocking the Potential of Offline Retail Media Networks
SHARE
Explore our free tools to get timely insights into key industries
Check out the latest trends for
No items found.
Key Takeaways

Our recent white paper dove into the data to explore some of the ways that retailers and advertising partners can harness foot traffic analytics along with other location-based metrics to maximize retail media networks and create substantial win-win opportunities. Below is a taste of our findings. For the full report, click here

Finding the Right Markets with C-Stores

One of the primary benefits that retail media networks offer advertisers is the potential to reach customers so close to the point of purchase. And with huge fleets covering vast areas of the country, convenience stores are extremely well-positioned to meet this need. 

In October 2022, 7-Eleven announced the creation of Gulp Media, an advertising network that allows partners to create highly targeted ad campaigns using the chain’s first-party data. While the network initially launched online, the company has already indicated plans to explore in-store partnerships. And with over 9,400 stores in 38 states, and consistently increasing foot traffic, America’s largest c-store has tremendous physical reach. 

Iowa-based Casey’s followed suit in December 2022, announcing plans to launch a retail media network in early 2023. The network – dubbed Casey’s Access – will allow partners to advertise across its various channels, including in its stores, at the pump, and online. Like 7-Eleven, Casey’s also boasts a huge offline footprint with over 2,400 stores across 16 Midwestern states, and the chain saw significantly more visits and visitors in 2022 than in previous years. 

Matching Campaigns to Local Markets

Casey’s and 7-Eleven’s significant offline presence means that advertising partners who leverage these companies’ media networks can reach large numbers of consumers at the point of purchase. But strategic marketers can take their campaigns one step further by analyzing location intelligence metrics for these chains and identifying venues and regions that cater to specific consumer segments. For example, a restaurant chain looking to attract families with children can use foot traffic analytics to identify stores that cater to its target demographic – and direct its advertising spend accordingly. 

To better illustrate the potential of location intelligence for targeted offline campaigns, we analyzed the demographics of nationwide and statewide visitors to 7-Eleven and Casey’s using the STI: Popstats dataset. We then compared the share of households with children in each chain’s True Trade Areas to statewide averages, to see which media network offers a better fit for marketers looking to reach families. 

As shown in the graph below, the appeal of both 7-Eleven and Casey’s to parental households varies significantly across states. In Ohio, for example, where both chains have a significant presence, 7-Eleven’s trade areas have 6.0% fewer families with kids than the statewide average, while Casey’s trade areas have 6.0% more. On the flip side, 7-Eleven’s Tennessee trade areas have 2.6% more families with children than the Tennessee statewide average, while Casey’s trade areas tend to have fewer such households. 

So for marketers promoting a kid-friendly restaurant concept or even products in the store that resonate with the audience, Casey’s locations in Ohio may be a better fit while 7-Eleven would be more suitable in Tennessee. And by the same token, companies marketing more gourmet offerings targeted at adults may choose to focus their efforts on 7-Eleven in Ohio and on Casey’s in Tennessee.

For more insights into how retailers, CPG companies, and other advertising partners can leverage location intelligence to make the most of retail media, read the rest of the white paper here.

Learn how downtown regions across US cities are measuring up with our free tools.
Check out the latest trends for
No items found.
Explore our free tools to get timely insights into key industries
Check out the latest trends for
No items found.
SHARE
Get 3 brand & industry
breakdowns every week
Subscribe to the newsletter
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Placer.ai Free
Oops! Something went wrong while submitting the form.

Recent Publications

Get 3 brand & industry breakdowns every week

Subscribe to the newsletter
Text Link
White Paper
Text Link
Convenience Stores
Text Link
Retail Media Network
Home Depot and Lowe’s Heading Into the Holidays
Starbucks and Dutch Bros: Short Visits Lead the Way
Planet Fitness: Raising the Bar(bell)
Checking in With Full-Service Restaurants: First Watch, Chili’s, and Outback Steakhouse
RBI and Yum!: QSR Resilience in 2024
Boot Barn and DSW: Stepping Up Their Game
Target’s October Circle Week: A Data-Driven Snapshot
Chipotle, Shake Shack & Wingstop: Dining Success in Q3 2024
Playa Bowls and Tropical Smoothie Cafe: Berry Big Business
Cheesecake Factory & BJ’s Restaurants: Full-Service Success
Checking in on McDonald's and Wendy's 
Sprouts Farmers Market: A Specialty Grocer With a Traditional Twist
CAVA: The Craze Continues
Placer.ai Reaches $100M Annual Recurring Revenue
Catching Up With Carter's 
A Texas Roadhouse and LongHorn Steakhouse Showdown
Placer.ai Mall Index: September 2024 Recap – Labor Day Peaks and Holiday Season Predictions
Albertsons Q3 Check-In
Looking Ahead to the 2024 Holiday Season
Trader Joe's: Continuing to Thrive in 2024
Bowlero and AMF: A Ten-Pin Knockout
Recreational Retail: Store Performance in 2024
Placer.ai White Paper Recap – September 2024
A QSR and Fast-Casual Face-Off
Sam’s Club’s In-Store Retail Media Network Opportunity
The Rising Stars: Six Metro Areas Welcoming Young Professionals
Costco in 2024: A Deep Dive
Sherwin-Williams in 2024: Brighter Than a New Lick of Paint
Life Time and Orangetheory: Premium Fitness Flourishing
C-Stores: More Than A Pit Stop
Darden: Dining Dominance Undeterred 
Placer 100 Index for Retail and Dining: August 2024 Recap
Placer.ai Office Index: August 2024 Recap
Placer.ai Mall Index: August 2024 Recap – Back-To-School In Full Swing
Auto Parts Retailers: The Traffic Continues
Pumpkin Spice Works its Magic Once Again
School Season Sparks Retail Growth
Placer.ai White Paper Recap – July & August 2024
Big Lots’ Big Rightsizing Move in Four Data Points
Fun Away From The Sun: Checking in With Eatertainment
Domestic Migration and Population Growth: Strong Currents Off The Carolina Coast
The Civic Impact of Summer Events
Retail Trends in College Towns: A Back-to-School Snapshot
Five Below and Ollie’s Bargain Outlet: Consumers Still on the Hunt for Discounts
Macy’s & Bloomingdale’s: Into 2024 and Beyond
Limited Time Only: The Trend Continues
Beauty in 2024: Many Ways to Win
Dollar General & Dollar Tree: Powering Ahead in Q2 2024
The Home Depot and Lowe's Foot Traffic Remodel in Q2 2024
Superstore Update: Summer Savings Spree
Placer.ai Mall Index: July 2024 Recap – From Fourth of July to Back-to-School
Placer.ai Office Index: July 2024 Recap
Summer Movie Madness: Blockbuster Films Boost Foot Traffic
Driving Success: Toyota in 2024
Denny’s and IHOP: An All-Day Breakfast Matchup
Warby Parker: Seeing Clearly Now
Planet Fitness at the 2024 Halfway Point
Serving Summer 2024: RBI and Yum! Brands Q2 Foot Traffic
Starbucks, Dutch Bros., Dunkin’: Finding Summer Success
Fast Food and Fast Casual Favorites, Plus CosMc’s Takeoff
Chipotle and Sweetgreen: Fast-Casual in Q2 2024
First Watch, Texas Roadhouse, and Applebee’s: An FSR Roundup
Albertsons Companies: H1 2024 Recap
Teaming Up For Success: Sports Stadium Sponsorships
Limited Time Offers: Price Wars Boost Visits
Placer 100 Index for Retail & Dining: June 2024 Recap
Placer.ai Mall Index: June 2024 Recap
Placer.ai Office Index: June 2024 Recap
Inside Out 2: The New Blockbuster Bringing Crowds Back to Theaters
Petco and PetSmart: A Head to Head
Frozen Delights: Exploring Ice Cream Chains Across America
Placer.ai White Paper Recap – June 2024
Barnes & Noble: Writing a New Story
Small Format Stores - Sprouting, Blooming, and Expanding
Retail and Dining on Father’s Day
Thrift Store Visit Scores
Charting Value Grocery’s Visit Growth
Placer 100 Index for Retail & Dining: Introduction and May 2024 Recap
Digging Into Darden: Q2 2024 Update
2024 Retail and Dining Trends Update
TRU and avid: Midscale Hotels on the Rise 
Diving Into Kroger: A Strong Start to 2024
Placer.ai Mall Index: May 2024 Recap – Mall Visits on the Rebound
Placer.ai Office Index: May 2024 Recap
2024 Memorial Day Recap
Las Vegas: A Tourism and Migration Deep Dive
Eatertainment Chains: Full on Food, Fun, and Foot Traffic
The Promise of Luxury Apparel
Catching Up With Ulta Beauty & Gap Brands
Ollie’s Bargain Outlet and Five Below: Q1 2024 Treasure Troves
CAVA Still Going Strong
Driving Success: Auto Parts Chains in 2024
Checking in With DICK’S Sporting Goods
Mother’s Day Shopping and Dining Trends
Placer.ai Mall Index: April 2024 Recap – Retail Resilience Heading into Spring
Dollar Stores Still Gaining Momentum
Off-Price Apparel Chains After Q1 2024: Demographics in the Balance
Walmart, Target, and Wholesale Clubs Continue to Thrive
Home Improvement and Decor Check In
Placer.ai Office Index: April 2024 Recap – Recovery Continues