BP Joins Axonet as C-Store Retail Media Activity Accelerates
BP and its U.S. retail portfolio have joined the Axonet Retail Media Network, bringing more than 8,500 convenience and travel center locations into the platform.
Beginning in late Q3, CPG partners will be able to run targeted in-store advertisements as well as promotions through BP’s Earnify loyalty program at BP, Amoco, Thorntons, ampm and TravelCenters of America.
Additionally, BP is also tapping into Axonet’s Allure national coupon network, enabling digital coupons and rebates redeemable directly at the store level. The partnership is designed to help CPG brands connect with convenience shoppers through targeted messaging and national offers.
“Working with Axonet accelerates and enhances our ability to deliver relevant content and meaningful in-store offers to our guests, which will in turn drive higher loyalty engagement and strong returns for advertisers,” Joe Fumo, head of digital enablement for BP’s U.S. mobility & convenience business, said in an August 27 media release.
A Broader Wave of C-Store RMN Activity
The BP news arrives amid a flurry of retail media network developments in the convenience channel:
- Circle K this month expanded its retail media talent with the addition of Joell Robinson as vice president of retail media — a newly created role signaling the retailer’s investment in building out its media strategy. Earlier this summer, the retailer also piloted an alcohol cash-back program powered by Swiftly, showing how RMN activations can navigate compliance while driving incremental sales.
- EG America, operator of brands including Cumberland Farms, launched its own retail media capabilities earlier this year after it also joined the Axonet RMN, further expanding the network’s aggregated convenience reach.
- 7-Eleven continues to scale its Gulp Media Network, including in-store Gulp Radio and its Brainfreeze Collective (a proprietary consumer research tool) of loyalty members.
- Shell, meanwhile, is pulling back — shuttering the Volta Media Network by the end of 2025. The move underscores that experimentation in this space is ongoing, and not every model sticks.
Also See: P2PI’s 2025 Trends Report: Retailer Media Network Ratings & Insights
What It Means for CPGs
With BP’s scale added to the mix, C-store retail media now has multiple national players capable of delivering targeted, measurable activations at the point of purchase. Loyalty data, digital coupon integration and in-store media touchpoints are increasingly the foundation of these networks.
For brands, convenience stores represent high-frequency, immediate-consumption shopping trips where targeted offers can directly influence purchase. As more retailers invest in media capabilities, shopper marketers will need to navigate a fast-evolving landscape of platforms, partnerships and measurement standards.
