Gulp Media Network
7-Eleven's retailer media network is called the Gulp Media Network. The network was introduced at the 2022 P2PI Live event, the network leverages purchase and behavioral data for more than 95 million loyalty rewards members, and boasts access to more than 12 million daily shoppers.
Other solutions include:
- Programmatic display/video
- Connected TV
- Streaming audio
- In-store radio
- Social media (TikTok, Meta, Snapchat)
Gas Station TV (GSTV) will be an option in the near future.
More Information
This is an excerpt from the Path to Purchase Institute's Retailer Profiles. Members get full access to these profiles. For more information on membership, click here.
7-Eleven tends to focus more on catching the attention of the impulse buyer over the customer who is intent on stock-up shopping. Insights from its 7Rewards and Speedy Rewards loyalty programs help it better understand and anticipate shopper behaviors.
The convenience store chain also has a partnership with Circana to help it sift through first-party transaction data using a platform called C-Shopper, which the Gulp Media Network then uses to create custom messaging for specific audiences.
That effort is supported by 7-Eleven's Brainfreeze Collective, a community of approximately 280,000 rewards members, who can take part in surveys to help shape naming of products, choose preferred flavors and more. Brainfreeze members can also comment and interact through a social feed, discussing favorite products, shopping experiences and other topics.
7-Eleven has Gulp Radio, an in-store radio network. Currently it's in 4,000 locations, but 7-Eleven plans to add it to the entire network of 13,000 North American stores, which would make it the largest radio station in the United States.
Lab Stores are also being introduced, where cameras monitor shoppers to glean more insights into their purchasing behaviors.
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