7-Eleven's Innovative Gulp Radio Expansion
7-Eleven, Inc. has taken a significant step towards enhancing the shopper experience with the expansion of its Gulp Radio™ programming. This initiative will see Gulp Radio programming deployed to 5,000 stores across the United States by the end of next year, with plans to reach over 12,000 stores by 2025. This remarkable growth encompasses all 7-Eleven®, Speedway®, and Stripes® locations nationwide. Currently operating in over 4,000 stores, the Gulp Radio network offers a unique opportunity to engage with shoppers at the point of purchase through in-store audio advertising.
Transforming Consumer Interaction
Once fully implemented, the Gulp Radio network will stand out as one of North America's largest commercial radio networks, enabling advertisers access to approximately 13 million daily visitors to the world's largest convenience chain. The expansion is a pivotal development, as it leverages audio messaging to effectively influence consumer behavior right in the store.
Collaboration with Qsic
The growth of the Gulp Radio network is facilitated by a strengthened partnership with Qsic, a leader in audio retail media platforms. This collaboration has allowed 7-Eleven to expedite the process of producing and deploying audio messaging, utilizing innovative AI-driven creative audio solutions. This strategic alliance enables personalized audio advertisements focused on peak shopping times, driven by data assessment to optimize impact and generate revenue lift. Locations employing Gulp Radio have reported average sales increases ranging from 5% to 9%.
Effective Influence through Audio
As Mario Mijares, Vice President of Marketing at 7-Eleven, states, "Audio represents one of the most effective ways to engage and influence consumer decisions inside a convenience store." With Qsic’s audio platform, there is a direct connection to in-store customers, translating into measurable benefits for participating brand partners. Studies suggest that while 85% of retail media transactions take place in-store, many businesses face challenges in effectively positioning their in-store advertisements.
Data and Technology at Work
Research indicates that Qsic's technology outperforms industry standards by dynamically modulating audio volume based on the surrounding noise level in stores, ensuring that every advertisement is heard clearly. Furthermore, Qsic's innovative timestamping feature provides robust verification of compliance with in-store media protocols.
Significant Opportunities in Retail Media
According to Matt Elsley, Co-Founder and CEO at Qsic, the Gulp Radio network has delivered significant results by strategically utilizing in-store assets to sway shopper decisions at the point of purchase. The realm of in-store retail media presents vast opportunities for brands to enhance conversions, positioning 7-Eleven and Gulp Radio at the forefront of this industry change.
Building on a Successful Foundation
Since its launch in 2022, the Gulp Media Network has already grown to become America’s largest retail media network, designed specifically for immediate consumption products. With an impressive database of customer purchase behaviors comprising approximately 95 million loyalty members, or one in four Americans, the Gulp Media Network utilizes this data to inform advertising strategies across diverse platforms that include social media, gas pump displays, connected TVs, and CRM solutions in over 12,000 stores spread across the top consumer markets in the U.S.
About 7-Eleven, Inc.
7-Eleven, Inc. has established itself as the pinnacle of convenience retailing. Headquartered in Irving, Texas, the company operates and franchises over 13,000 stores across the U.S. and Canada. Known for its iconic brands such as Slurpee® and Big Gulp®, 7-Eleven has broadened its product offerings to include gourmet sandwiches, fresh salads, and high-quality snacks. Through the industry-leading 7Rewards® and Speedy Rewards® loyalty programs, customers engage extensively in the brand's various offerings and utilize the 7NOW® delivery app for convenience.
About Qsic
Qsic is a pioneering platform in the realm of in-store audio, utilizing smart technology and data analytics to enhance the auditory experience in retail environments. Reaching over 100 million customers every month, Qsic supports retailers in activating their retail media networks by managing audio systems, ad production, and sales strategies. Their robust methods for measuring the impact of audio on in-store transactions have positioned Qsic as a leading force in the retail audio landscape.
Frequently Asked Questions
What is Gulp Radio?
Gulp Radio is an audio advertising network developed by 7-Eleven, Inc., allowing for targeted in-store advertising to engage shoppers.
How many stores will Gulp Radio be available in?
Gulp Radio is set to expand to 5,000 stores by next year and over 12,000 stores by the end of 2025.
What benefits have stores experienced from Gulp Radio?
Stores using Gulp Radio have typically seen a sales increase of 5% to 9% from the implementation of the audio advertising network.
Who is Qsic?
Qsic is an audio retail media platform that partners with retailers to optimize their in-store soundscapes and advertising strategies.
What are 7-Eleven's loyalty programs?
7-Eleven offers 7Rewards® and Speedy Rewards® programs that allow customers to earn points redeemable for various in-store purchases.
