Love's Travel Stops Debuts Retailer Media Network
Love’s Travel Stops has launched Love’s Media Group, a retailer media network designed to reach professional truck drivers and travelers across the U.S.
The move underscores how retail media continues expanding beyond traditional grocery and mass retail channels into new environments and audience segments. As more retailers look to monetize owned assets, networks are emerging across convenience, travel and specialty sectors — broadening the definition of where and how retail media engages shoppers.
Love’s entry brings a unique focus on a highly mobile, hard-to-reach consumer base that spends significant time on the road.
Love’s Media Group leverages the company’s 662 travel stop locations in 42 states to connect brands with millions of on-the-road consumers. The initiative transforms Love’s physical and digital assets — including fuel pump screens, in-store displays, the Love’s Connect mobile app and the My Love Rewards loyalty program — into an integrated media platform.
According to the company, the network addresses a gap in the advertising landscape by giving brands direct access to professional drivers, a high-frequency audience often missed by traditional digital advertising channels, per a media release.
To lead the venture, Love’s has appointed Tommy Greenberg as senior director of Love’s Media Group. Greenberg previously helped build the retail media infrastructure at Lowe’s Media Network and held leadership roles at Roundel, Target’s retail media division.
Love’s Media Group is currently partnering with select brands as it refines its platform and develops measurement capabilities designed to demonstrate impact across customer touchpoints.
“Love's Media Group represents an exciting evolution of our commitment to enhancing the customer experience while creating new value for our brand partners,” Patrick McLean, chief marketing officer of Love’s, said in the release. “With our nationwide footprint and deep relationships with both professional drivers and travelers, we can offer advertisers something no one else can — direct access to a high-volume, high-intent audience in motion.”
Founded in 1964 and headquartered in Oklahoma City, Love’s Travel Stops & Country Stores operates more than 660 travel centers nationwide, serving both professional drivers and everyday travelers.
