Weigel's Updates In-Store Audio to Reflect Communities
Weigel's is changing the in-store audio of its convenience store locations to focus more on the community it serves.
The retailer is moving beyond mere background music to a more intentional, community-aware and commerce-driven channel, according to a news release.
In-store audio is part of Weigel's retailer media network (RMN) known as Milk Crate Media, in partnership with My InStore Radio. The family-owned and operated East Tennessee business has 85 stores, a dairy and a bakery.
Custom in-store audio programming allows Weigel's to shape its store sound in a way that reflects local communities while supporting the daily experience of store teams.
By leveraging My InStore Radio's platform and integrating it into its RMN, Weigel's can curate music and messaging that aligns with each store's environment, time of day and guest behavior, according to the release.
The result is an audio experience designed to enhance atmosphere, reinforce brand consistency and complement the flow of the store rather than distract from it.
More on C-Store
P2PI's Retail Intel webinar series will have a convenience store-themed episode on April 21 at 2pm ET.
It will feature marketers from 7-Eleven, Mondelez International and The Coca-Cola Co.
For more information and to register, visit our Retail Intel series page.
The approach also creates a brand-safe, controlled audio environment for vendor and business partners.
Through curated ad placements, partners can reach guests at moments of high dwell and intent—inside the store and close to the point of decision — while remaining aligned with Weigel's standards and guest expectations, the release said.
From an industry perspective, this reflects a broader shift in convenience retail. Audio offers a unique opportunity to influence mood, support operational flow and deliver relevant messaging without competing for visual attention.
It also reflects a growing industry trend toward owned retail media networks that give retailers greater control over content, performance measurement and alignment with real store-level dynamics.
