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Dive Brief:

  • Circle K is relaunching its retail media platform with new ways for advertisers to engage with customers at the chain’s convenience stores, parent company Alimentation Couche-Tard announced on Tuesday.
  • Updates to the platform include enhanced audience targeting, measurement tools and broader omnichannel media opportunities, a Couche-Tard spokesperson said in a statement. 
  • Circle K’s revamped retail media efforts should help support Couche-Tard’s Core + More strategy, in which the company is focusing on strengthening key categories while pursuing targeted investment opportunities to drive profitability and growth.

Dive Insight:

Although Circle K’s retail media network isn’t new, the relaunch represents the program’s evolution into “a more mature platform,” Couche-Tard’s spokesperson said. The updated platform aims to help brands connect with Circle K customers more effectively while delivering greater reach and measurable return on investment, the spokesperson added.

Circle K’s retail media network reaches more than 6,600 c-stores in the U.S. and is supported by about 2.9 billion annual customer visits, according to the announcement. The network delivers up to 200 million monthly impressions via fuel pump media, in-store digital screens, checkout displays and owned digital channels, including the Circle K app, Inner Circle loyalty program, SMS and email. 

“For brands, the value comes from reaching shoppers in a setting defined by frequency, intent and multiple points of engagement, from the pump to the store and through digital channels,” Joell Robinson, director of Circle K’s retail media network, said in the announcement.

The program, which the spokesperson said was rebranded to Full Circle Media in February, was introduced during the company’s investor day that same month. 

At the time, Chief Digital Officer Erica Fortune said the retail media revamp came after Circle K needed to better connect its touchpoints across forecourt, off-site and in-store operations and improve its data measuring. 

“Retail media is a huge opportunity,” Fortune said. “It’s a $150 billion business across the globe. And we believe Circle K has a right to win in this space, and we plan to.”