Convenience stores (C-stores) are at the forefront of a new era in retail: the monetization of in-store data through Retail Media Networks (RMNs). While RMNs have rapidly transformed the business models of grocers and big-box retailers, C-stores—with their high-frequency, short-duration visits and unique customer profiles—are only beginning to tap into this high-margin, scalable opportunity. As digital transformation accelerates, C-stores are poised to unlock new revenue streams, deepen customer engagement, and future-proof their operations by leveraging in-store data, digital signage, loyalty programs, and mobile platforms.
C-stores attract millions of on-the-go customers daily, many of whom are difficult to reach through traditional digital channels. These shoppers make quick decisions, often driven by impulse, and engage with the in-store environment in ways that differ from other retail formats. This creates a goldmine of first-party data and advertising opportunities—especially when combined with loyalty programs, digital signage, and mobile engagement. By harnessing these assets, C-stores can:
One of the most powerful tools for C-stores is in-store digital signage. When integrated with loyalty data and customer insights, digital signage transforms from a static display into a dynamic, data-driven advertising platform. This enables C-stores to:
For example, a C-store can display a personalized promotion for an energy drink to a loyalty member who frequently purchases that category, right as they fuel up or enter the store. This closed-loop system turns every in-store interaction into an opportunity for both revenue generation and deeper customer understanding.
Loyalty programs are the cornerstone of effective data monetization in C-stores. By encouraging customers to identify themselves at checkout or through mobile apps, C-stores can:
When loyalty data is integrated with in-store and digital advertising platforms, C-stores can offer brands unprecedented precision in reaching high-intent shoppers—driving incremental sales and increasing the value of each customer visit.
C-stores are increasingly adopting digital platforms—mobile apps, e-commerce, and digital wallets—to engage customers before, during, and after their visits. These platforms not only enhance convenience but also:
By unifying data across these touchpoints, C-stores can deliver seamless, relevant experiences that drive loyalty and repeat visits, while opening new avenues for data-driven monetization.
Building a successful RMN in the C-store environment requires a robust, flexible, and secure technology ecosystem. Key requirements include:
C-stores can adopt a variety of business models to maximize RMN profitability:
A leading example is Wawa’s Goose Media Network, launched in partnership with Publicis Sapient and technology partners. By leveraging loyalty data, in-store digital screens, and mobile platforms, Wawa enables vendors and brands to deliver personalized offers and promotions at the pump, in-store, and online. Advertisers can target lapsed buyers, measure campaign performance in real time, and optimize for incrementality—demonstrating the power and flexibility of RMNs in the C-store context.
C-stores that embrace retail media networks and data monetization can expect:
With decades of experience in digital business transformation and a proven track record in retail media, Publicis Sapient brings together strategy, technology, and operational excellence. Our holistic approach ensures that C-stores not only unlock new revenue but also deliver exceptional value to customers and partners alike. From rapid assessment and blueprinting to implementation and ongoing optimization, we help C-stores realize the full potential of in-store data monetization.
Ready to explore how your convenience store can monetize in-store data and build a thriving retail media network? Connect with Publicis Sapient to start your journey toward a more profitable, data-driven future.