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Wawa Unveils Retailer Media Network


East Coast convenience store chain Wawa has launched a retailer media network, dubbed Goose Media Network.

The network, developed in partnership with Publicis Groupe’s Publicis Sapient, Epsilon and CitrusAd, was designed to enhance the shopping experience and increase convenience by giving brand partners new ways to engage with shoppers through custom ads and campaigns across Wawa’s digital touchpoints, according to a news release shared with the Path to Purchase Institute. 

Product and brand partners can now participate in marketing programs and deliver promotions that drive product discovery and engagement on Wawa’s websites and mobile app, as well as at a Wawa gas station through video at the pump. 

Wawa’s recently transformed digital experience and tech infrastructure offers multiple placements for customers to view partner products, including on-site, mobile app and off-site placements.

“Goose Media Network elevates convenience by delivering offers to customers right where they shop and allows us to build new connections with our customers and partners’ brands,” Melissa Seabright, advertising manager for Wawa, said in the release. “This new opportunity will help connect our customers with new and relevant offers from brands they love while allowing us to increase visibility for our product partners.” 

The network gives vendor partners and brands the ability to deliver customizable offers, marketing promotions and other relevant content to customers across Wawa’s more than 1,000 stores. 

“We are excited to extend our partnership with Wawa and help brands grow their relationship and customer base with Wawa through its Goose Media Network,” Ganesh Rangarajan, group vice president and  managing partner at Publicis Sapient, said in the release. “Brands will reach shoppers and customers will more easily find products, try new products and discover new brands.” 

Public Groupe's CitrusAd (powered by Epsilon) lends its retail media services to a slew of retailers, including Albertsons Companies, Gopuff, Price Chopper, Carrefour, Hy-Vee, Target, Petco and Tesco.

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